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So, you’ve done your keyword research, built out great content, and the traffic has started rolling in. Great! But unfortunately, you’re not seeing the jump in conversions you were expecting from all this new traffic. What’s the deal?

It turns out that getting potential customers to your site is just the first step in the process. Once they’ve arrived you need to make sure your site is offering customers a great online experience from the get-go. There are a ton of places you can go wrong when it comes to setting up your conversion funnel. Here are some common areas to look at when auditing your conversion process.

Mobile Site

If your site is not yet mobile-friendly, it’s well past time to get that taken care of. Fix that ASAP! The statistics show that more than half of searches in places like the US and Canada come from mobile devices. A website that doesn’t provide a great mobile experience is going to see a significantly higher bounce rate, which means fewer conversions for you.

Site Speed

Websites that take a long time to load pages frustrate your customers and often cause them to leave. In 2014 surveys from Akamai and Gomez.com, they found that nearly 80% of consumers who deal with long load times (more than 3 seconds) state that they will not revisit the website, and nearly half of them will complain to friends and associates about the site. Use Google’s PageSpeed Insights to identify issues with your site’s load times. Oftentimes pages are slow due to render-blocking Javascript and CSS above the fold, images that are too large, or issues with the site’s caching.


Leverage PageSpeed Insights to identify issues with your website’s load times.


People like it when their shopping experience is easy and they can quickly find what they are looking for. If your navigation is confusing, misleading, or difficult to understand there is a strong chance the user will bounce and look elsewhere. Here are some things to consider when auditing your site’s navigation:

  • Make sure your product categories are clearly labeled and organized. Let your customers know exactly what products they will be seeing when they click on that category.
  • Include an internal search engine, preferably one that accounts for typos, and auto suggests products based on what the user is typing.
  • Create search filters for your product category pages. Customers often like to sort products by price, best sellers, color, material, etc. This helps your customers find exactly what they’re looking for.

Product Descriptions

If you are a B2C Ecommerce site, it’s critical that you write product descriptions for your consumers. It’s tempting to just use the manufacturer’s product description, but in most cases this is a bad idea. They are often too technical and not intended for consumers. Rewrite these product descriptions with the following guidelines in mind:

  • Product descriptions should start out with a brief, concise description of the product in 1-2 sentences. Then you should follow that summary with a far more detailed explanation of the product: what it does, why it’s useful, who would benefit from it, any specifications, etc. Make sure you are conveying the unique value proposition of your product. Let customers know why they should buy from you!
  • They should proactively answer all common questions a consumer would have about the product. Customers shouldn’t have to dig deeper or guess what the product is made out of, what size it is, etc.
  • Don’t forget your keyword strategy when writing these descriptions; make sure that when a customer clicks on your product page in the SERP that the product description matches their intent. If your description doesn’t match well with your ranking keyword/s, you may see a high bounce rate on the page.
  • Make sure the writing is clear and specifically about the product in question; don’t go with cookie-cutter descriptions.


Customer reviews are one of the most important factors consumers consider when making a purchasing decision. It makes sense; if you are going to buy a product you want to know what other people who have bought the product think about. The research backs this up too; consumers are more likely to purchase products that have reviews, there is a correlation between conversion rates and number of reviews, and consumers are more likely to trust reviews over specific product information.

If you don’t have reviews displayed on your product page at the moment, get on it as soon as possible! Also, make sure to encourage buyers to review their purchase. A good way to do this is to automatically send a follow-up email a few days later asking for a review. After all, the more reviews, the better.

Lastly, don’t forget to set up Product schema on your product pages. Displaying product information and rankings in the SERPs will improve your clickthrough rate and increase your chances of acquiring a customer.


Use reviews to improve click through rate on the SERPs, and to build customer’s trust with your product. 

Calls To Action

Make it easy for customers to know what your value proposition is and what their next steps should be. For example, if you offer free shipping on orders over a certain amount, this information should be boldly displayed so that every customer on your site knows that as soon as they land on the page. If you have any special deals or sales going on, right on your homepage you should inform your customers what they are and how to take advantage of them.

Don’t forget to include large ‘Add to Cart’ buttons on every product page and ‘Checkout’ buttons as well. Customers shouldn’t have to put forth any undue effort towards making a purchase; any extra hurdle you make them jump through could be a deterrent from them completing the checkout process.

Sales, Deals, And Coupons

Many customers will first look for sales, deals, and coupons when trying to make a purchase. Make it easy for your customers to find these things directly on your site or in your ad copy. Create a section for your site that compiles all your products currently on sale so that thrifty buyers can easily peruse them. Not only will your customers appreciate this, but it also gives you an opportunity to shows off a larger selection of products to people who might not have otherwise seen them. It’s a win-win. 


Amazon.com clearly displays all of its current deals in a single location.

Establishing Credibility

Unless you are a huge brand like Amazon or Walmart, first-time buyers will likely have doubts about your company’s credibility and reliability. Obviously if your potential customers don’t trust you it will be hard to make any sales. There are a few things you can do to signal your credibility to first-time buyers and ensure that they aren’t bouncing because they don’t immediately recognize your brand.

  • Contact Information: Clearly and prominently display your contact information; any relevant phone numbers, emails, and business addresses. People are more likely to trust you when they know they can reach you to ask questions or resolve any issues.
  • Respond to Customer Inquiries: If customers do reach out to you, make sure you are responsive! Especially if the customer is reaching out to complain; a prompt rectification of the issue can turn a negative review into a repeat buyer.
  •  HTTPS: While the average consumer may not know the difference between HTTP and HTTPS, Google will soon be making it much clearer whether a site is secured or not. Get ahead of the game and set up your site for https. Users who do know the difference will feel much safer entering in their credit card information if they know the site is secured. Check out this blog post on how to set up HTTPS.
  • Google Trusted Stores: Google Trusted Stores are websites that Google states are reliable and trustworthy. Once you complete the application process, and if your site qualifies, you will receive a badge on your site clearly showing potential customers that you can be trusted. Being a Google Trusted Store will also help your paid advertising campaign; you can choose to display the Google Trusted Store label on your text ads in the SERPs.
  • Better Business Bureau: You should strongly consider applying to the Better Business Bureau. If you’re unfamiliar, the BBB helps consumers find trustworthy businesses and helps trustworthy businesses connect with consumers. If your business is honest, trustworthy, and transparent you are likely a good fit for the Better Business Bureau. Go through the application process and if your business is accepted you will have furthered your trustworthiness in the eyes of potential customers. You also expand your site’s visibility on the web as you will be placed in the BBB directory.

The Google Trusted Store badge can go a long way towards establishing your website and company and trustworthy.

Now that you know all of the major factors that influence conversion rates before the checkout process, go back to your own site and see if you need to make any changes. If you still can’t identify why your conversion rates are so low, it may be time to analyze your site’s checkout process.


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