What Causes Low Conversion Rates and How to Improve Them

When it comes to e-commerce, conversion rate is a key metric that can make or break your business. Low conversion rates can be caused by a variety of factors, from targeting the wrong audience to having a poorly designed website. In this article, we'll discuss the main causes of low conversion rates and how you can improve them. One of the most common reasons for low conversion rates is targeting the wrong audience.

If you're not targeting the right people, they won't be interested in your offer and won't convert. To ensure you're targeting the right people, you need to do thorough market research and segment your audience. Another common cause of low conversion rates is having a poorly designed website. People notice mistakes, even if they don't know it, and a website full of errors can harm both conversions and your reputation.

Make sure to test any changes you make to your website before implementing them to ensure they don't negatively affect your conversion rate. You also need to make sure you're tracking conversions correctly. If your tracking pixel isn't set up properly, it won't track all conversions that occur on your site. Make sure to adjust the tracking pixel so that it only tracks conversions that occur on your site.

Low-quality images can also be a major factor in low conversion rates. People are more likely to convert if they can clearly see what they're buying, so avoid small, grainy, low-quality images in favor of large, clear and interesting photos. Your unique value proposition (UVP) is also important for conversions. Your UVP should be easy to identify and understand, especially on your landing pages and anywhere else where your goal is conversion.

Finally, make sure everyone in your team is informed about the performance of your conversion rate. Assign one person the main task of improving conversions on a regular basis and keep everyone informed about the progress. By addressing these key areas, you'll be well on your way to increasing conversions and growing your e-commerce business. While these e-commerce conversion rate benchmarks may be a good starting point, the numbers will differ greatly depending on the niche in which you specialize.