Last Updated on 31/08/2025
Most marketers face the same problem of receiving lower conversion rates, which can be stressful as they try to identify the reasons behind it and find a solution. Finding the correct and appropriate cause with a suitable solution requires considerable effort for marketers.
When it comes to meetings of the sales or marketing team, they primarily discuss website traffic and conversion rates, as these are the key elements behind successful marketing and increased sales.
Most of the time, marketers complain about low conversion rates, even when they have high website traffic. There can be any reason behind the low conversion rate, which can only be identified through proper analysis and an understanding of consumer behavior.
Many of them might have a question: Why is the conversion rate dropping?
So, first, let us see the possible reasons behind it and then move to the solution or, say, a way out to fix low conversion rates.
Probable Reasons Behind Low Conversion Rates
The tedious and overly complicated checkout process
Therefore, most e-commerce websites have a checkout process of only five steps to make it easy and comfortable for online shoppers, resulting in more sales. The too cumbersome and lengthy checkout process can lead to customers’ boredom and may cause them to abandon the purchase procedure. Therefore, research suggests that a simple, concise, easy-to-follow, and quick checkout process is beneficial.
Website’s load time
According to the study, the conversion rate decreases if your website’s loading time exceeds 0–5 seconds. In a busy world, people are too quick to decide to move to another website if they feel that the site has already taken more than 4-5 seconds to load, reducing your website traffic and, ultimately, your conversion rates.
Hard Access to the Website Through Mobile Phones
Most website visitors browse products and services using mobile devices; therefore, it is essential to ensure that your website is mobile-friendly. Accessing the website through mobile phones and the improper display of websites on these devices may lead online visitors to pay more attention to the website.
Not Optimizing Product Images Properly
Instead of providing better-quality images, it is more important to provide photos that closely match the search keywords, reflecting the actual demand for images. Therefore, one of the mistakes leading to poor marketing and lower conversion rates is providing high-quality product images but not matching them correctly with the relevant keyword search.
Customers are not Getting Free Shipping.
It is observed that when free shipping is provided, the conversion rate increases by 19%, which is a significant factor in determining conversion rates. This can be one of the most severe and crucial mistakes if customers are not provided with free shipping or discounts, as they may take any action to receive these offers.
Poor Email Marketing
Another reason is your ineffective email marketing, which can significantly impact sales and conversion rates. Therefore, there is a need for rigorous email marketing that spans from welcoming emails to the final, motivating, and informative emails.
Inadequate Monitoring of Your Competitors
Failing to adequately monitor your competitors creates a significant problem in your marketing strategy. E-commerce retailers must observe their competitors and their approach to marketing and selling products or services. As a marketer, you must closely monitor your competitors and take advantage of every chance to observe their USP (Unique Selling Proposition).
One often-overlooked aspect of competitor analysis is understanding how they optimize their conversion rates. By investing in conversion rate optimisation services, you can gain insights into what works best for converting visitors into customers. This not only allows you to refine your strategy but also outpace your competition by offering a more effective and user-friendly experience on your site.
So, these are some possible reasons for needing higher conversion rates. Of course, there can be more reasons than these, but let us now directly explore the solution for low conversion rates, rather than just analyzing the probable causes, because taking action is more important than merely identifying problems and mistakes. Now, let’s address the central question: why is my conversion rate dropping?
Let’s address our low conversion rates.
Easy Functionality of Your Website
The website’s functionality should be easy and smooth in operation. It includes fast loading of your website, quick loading of the images and content, and adequate accessibility of your website on any device, especially mobile phones and browsers.
This provides a better experience for the customers. To enhance the customer experience, the website should have easy navigation and intuitive user pathways. Online website visitors should be provided with all the necessary filters for an online shopper.
Let us say price, brands, size, color, etc. The more filters, the better the user experience and satisfaction. Consider implementing simple features like click-to-call, which allows mobile users to connect directly with your customer service team with a single tap.
This small addition can enhance user experience and help drive conversions by offering more accessible communication options.
Mobile Optimization of Your Website
Your website should be easily accessible from mobile phones and intuitive to engage with on these devices. Some points to be kept in mind for easy mobile phone website optimization are:
- It is adding digital payment options that are easily accessible on mobile phones. Similar to PayPal, Google Pay, Android Pay, etc., for quick online payments of product prices.
- The autocomplete typing feature is also helpful for quick, automatic typing, saving the typing time of online visitors using mobile phones to access the site.
- To simplify, include only a few pages on the website that are most crucial for delivering information.
- Informative content can be enhanced by incorporating images to make it more engaging, creative, and less tedious. The small screen on mobile phones, which displays a lot of information, creates a poor visual appearance for the website.
Have a Secure Website
Your website runs on HTTP, not HTTPS, which can be a problem for less traffic and low conversion rates. Hence, use an SSL certificate and verify its validity with SSL monitoring for a secure website, as online visitors will automatically switch to another website if they encounter no security while transferring information through a web browser to your server.
They always look for the lock symbol and HTTPS to protect their data. It is wise to buy an SSL certificate and install it on your website. You can find the best SSL certificate for your website from the options available in the market. For example, a few such options include the Thawte SSL certificate, RapidSSL certificate, and Comodo SSL certificate, which are among the most trusted and reliable SSL certificates available.
Your Content Should Match the Voice Search Demand
The content you provide or say, as well as the images of products and services, should match the questions people typically ask through Google or voice searches. Additionally, ensure that you claim your business on Google, Bing, or Apple promptly, as a company that is visible or reviewed will be explored and sold more quickly.
Strategic Shipping Options
Your shipping options significantly impact your conversion rates, as people are drawn to free shipping or other benefits that influence their purchasing decisions. Therefore, you can offer free or expedited shipping at a cost. Both are beneficial to customers and, thus, attract more customers. Additionally, you should frequently display the related shipping cost so that visitors are aware of it upfront.
You can use order management to make it visible to the customers at what stage of delivery their shipping is, how much it costs, and provide them with other valuable information.
Marketing Campaigns.
The emails you send to customers should be personalized and tailored to each individual recipient. Your advertisement copy should be attractive, engaging, and provoking, with proper formatting and perfect design. If your manuscript does not seem engaging in the very first seconds, it will not be successful later. Therefore, you must pay attention to your email marketing and its effects on your customers.
Effective Pop-ups are required.
The pop-ups also play a significant role in increasing your conversion rates. Therefore, they should be compelling enough and adequately placed to improve customer traffic and conversion rates. Here are some points to be kept in mind for pop-ups-
● If you provide it over mobile phones, it should be small, easy to close, and therefore not too intrusive.
● The images given should always be engaging. And act as a critical factor in attracting customers.
● You should adequately highlight the offers, discounts, codes, etc., with the popups.
Know your competitors well.
You should focus on your competitors and their actions to understand their trends and compare your position. You can have an account on Google Alerts. You will be notified based on the keywords and competitors you have specified. Additionally, you should examine the backlinks your competitors are acquiring, as this is a crucial factor influencing customer traffic.
Therefore, do not miss the sight of your competitors’ actions because it becomes necessary to provide the same benefits and follow the trends present in the market. Consider partnering with an Ecommerce CRO agency to implement these strategies effectively. It specializes in optimizing websites to improve conversion rates, employing strategies tailored to your specific business needs and target audience.
Know your customers
You should use data analytics trends to analyze your customers’ data adequately. It is necessary to know your customers well to fulfil their demands and latent desires. See the keywords they are searching for and what they are looking for. By using the right software, you can even identify the companies that are visiting your website. Additionally, please pay attention to your customer testimonials, whether they are negative or positive. Negative ones will help you improve more.
To conclude, addressing these points provides the answer to the question, “Why is my conversion rate dropping?” To achieve better sales and profit for your products or services. You need to increase customer traffic and improve conversion rates.
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