Why Your Website Visitors Aren't Converting (7 CRO Fixes)
Graham Lockett
May 15, 2025
Your website gets decent traffic, but visitors leave without buying, signing up, or contacting you. If your conversion rate is stuck below 2% and you're watching potential customers slip away, you're not alone—82% of New Zealand businesses struggle with poor website conversion rates that waste marketing spend and limit growth.
After analyzing hundreds of underperforming websites for New Zealand businesses, I've identified 7 critical conversion killers and the proven optimization strategies that can double or triple your conversion rates.
The 7 Critical Conversion Killers
1. Confusing or Weak Value Proposition
Common Problem:
Visitors can't quickly understand what you offer, why it's valuable, or how it's different from competitors. Generic headlines like "Quality Service" don't convert.
The Fix:
- Create a clear headline that explains exactly what you do
- Focus on the specific outcome or benefit customers get
- Use customer language, not industry jargon
- Test different value propositions and measure results
- Include social proof near your value proposition
2. Poor Page Loading Speed
Common Problem:
Slow-loading pages kill conversions before visitors even see your content. 40% of users abandon sites that take more than 3 seconds to load.
The Fix:
- Optimize images and compress files
- Use a content delivery network (CDN)
- Minimize HTTP requests and eliminate render-blocking resources
- Choose faster web hosting if necessary
- Aim for page load times under 2 seconds
3. Weak or Missing Calls-to-Action
Common Problem:
Generic CTAs like "Learn More" or "Submit" don't create urgency or explain the value of taking action. Multiple competing CTAs confuse visitors.
The Fix:
- Use action-oriented, benefit-focused language
- Create urgency: "Get Your Free Quote Today"
- Make CTAs visually prominent with contrasting colors
- Place primary CTAs above the fold and throughout the page
- Test different CTA copy and button colors
4. Lack of Trust Signals and Social Proof
Common Problem:
Visitors need proof you're credible before they'll buy or share contact information. Missing testimonials, reviews, or trust badges kill conversions.
The Fix:
- Display customer testimonials with photos and full names
- Show Google reviews and star ratings prominently
- Include client logos and case studies
- Add security badges and guarantees
- Display real-time social proof (recent purchases, sign-ups)
5. Complicated Checkout or Contact Process
Common Problem:
Long forms, forced account creation, or unclear next steps create friction that prevents conversions. Every extra step loses potential customers.
The Fix:
- Minimize form fields to essential information only
- Offer guest checkout options for e-commerce
- Use progress indicators for multi-step processes
- Clearly explain what happens after form submission
- Provide multiple contact options (phone, email, chat)
6. Poor Mobile Experience
Common Problem:
Over 65% of website traffic comes from mobile devices, yet many sites are difficult to navigate and convert on phones and tablets.
The Fix:
- Use responsive design that adapts to all screen sizes
- Make buttons and links large enough for thumb navigation
- Simplify navigation with mobile-friendly menus
- Optimize forms for mobile input
- Test all conversion paths on actual mobile devices
7. Targeting the Wrong Traffic
Common Problem:
High traffic but low conversions often means you're attracting the wrong visitors—people who aren't ready to buy or don't match your ideal customer profile.
The Fix:
- Analyze your traffic sources and user behavior
- Target keywords with commercial intent
- Refine your advertising audience targeting
- Create landing pages specific to traffic sources
- Use retargeting to re-engage qualified visitors
Conversion Rate Optimization Framework
- Audit: Analyze current conversion rates and identify bottlenecks
- Research: Understand your audience and their behavior patterns
- Hypothesize: Form theories about what changes will improve conversions
- Test: Run A/B tests to validate your hypotheses
- Implement: Apply winning variations site-wide
- Monitor: Track results and continue optimizing
Essential CRO Tools and Techniques
Analytics and Testing Tools
- Google Analytics: Track conversion funnels and user behavior
- Hotjar or Crazy Egg: Heatmaps and session recordings
- Google Optimize: Free A/B testing platform
- Optimizely or VWO: Advanced testing and personalization
- PageSpeed Insights: Analyze and improve loading speed
High-Impact Testing Ideas
Homepage Tests
- Test different value proposition headlines
- Try various hero image or video options
- Experiment with CTA button colors and copy
- Test social proof placement and format
Landing Page Tests
- Test long-form vs. short-form content
- Experiment with form length and fields
- Try different trust signal combinations
- Test urgency and scarcity elements
E-commerce Tests
- Test product page layouts and descriptions
- Experiment with checkout flow steps
- Try different shipping and return policies
- Test cart abandonment recovery tactics
Conversion Rate Benchmarks
Industry Conversion Rate Averages (NZ)
- E-commerce: 1-3% average, 5%+ excellent
- Lead Generation: 2-5% average, 10%+ excellent
- SaaS/Software: 3-7% average, 15%+ excellent
- Professional Services: 5-10% average, 20%+ excellent
- Local Services: 8-15% average, 25%+ excellent
Frequently Asked Questions
What's a good conversion rate for my website?
Conversion rates vary significantly by industry and business model. Focus on improving your current rate rather than comparing to others. A 20% improvement in conversions can double your ROI from existing traffic.
How long should I run A/B tests?
Run tests for at least 2 weeks or until you reach statistical significance (usually 95% confidence). Don't stop tests early based on initial results, as this can lead to false conclusions.
Should I test multiple elements at once?
Start with single-element tests (A/B testing) to clearly identify what drives improvements. Once you have wins, you can try multivariate testing, but it requires much more traffic to reach significance.
What's the biggest impact CRO change I can make?
Improving your value proposition typically has the biggest impact. If visitors don't understand what you offer or why it's valuable within 5 seconds, other optimizations won't matter much.
How much can CRO improve my business results?
Systematic CRO can typically improve conversion rates by 50-200% over 6-12 months. This directly increases revenue from existing traffic without increasing marketing spend.
Ready to double your website conversions? FlowMedia helps New Zealand businesses optimize their websites for maximum conversions and ROI.Get your free conversion audit today.
Graham Lockett
Digital marketing strategist helping New Zealand businesses achieve sustainable growth through proven strategies and data-driven optimization.
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