3 Reasons Why Customers aren’t Converting on Your Website

web design usability best practices

So, you have a great looking website, created by an agency that specialises in web design and marketing, you have plenty of traffic to your website, BUT the traffic is not converting and you are not getting enough sales to keep your company afloat. What are the likely reasons customers aren’t converting on your website? It’s time to go back to web design fundamentals.

What is going wrong?

If the traffic to your site is there, and of course there are tools to use to get the evidence of that, but customers are not committing to a sale then it is likely there is something wrong with your website.

Could it be one of these three things?

It’s far too difficult to use

Online shoppers want to make their purchases in as few, easy steps as possible. If you are asking them to jump through hoops sending them all around the site before they get to the checkout, they have trouble finding the information they are looking for, or even the product, they are likely to leave the site and visit one that is much simpler to use. Sale lost!

Make the website as easy to navigate as possible by following web design usability best practices, and you will drive much more repeat traffic to your online store and increase your sales.

It’s not much to look at

If your website isn’t much to look at, or worse still it looks like it hasn’t been updated since the internet began, you can not expect your online visitors to trust your brand, the products you sell or the service you provide.

It is important that your website advertises you as a credible, trustworthy business. The websites that are successful in this task are those that are organised, minimal, to the point and often simple. Potential customers visit your site to find answers to their questions and solutions to their problems, so it should be easy for them to do so. If you think it is time to bring your website in line with current trends it could be time to call in a web design expert.

It’s lacking in detail and information

Would you be happy to buy from a shop that doesn’t display its product prices, shipping costs or product descriptions? Of course not, and neither will your customers. Customers will spend very limited time on your site if it is not clear who you are and what you are offering or selling. It is good business practice to compare your site against the top brands in your market sector and also your direct competitors. This will give you a good indication of the amount and type of information that is required.

It is important that there is a lot to like about your website to build loyalty, return custom and good user experience. To keep you visitors interested make sure it is attractive, provides the right amount of information and is easy to navigate.


Sounds simple, but it isn’t always. What sort of reaction to you get to your website? Do you have questions on how to improve your landing pages? Ask away in the comments.


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