17 Reasons For Failed Conversions

Despite how great your products are or the amount of traffic your marketing initiatives drive to your website, conversions are hard to come by. This is because everything from the color of a call-to-action to the quality of a product image can push your visitors off your site and onto your competitor’s checkout page.

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The pattern behind most of those seventeen reasons

Long lists of conversion killers are useful, but they tend to obscure the thing they have in common. Almost every item on a list like this is a moment where the visitor had a question and the page didn't answer it fast enough.

What does this cost. Will it fit. When does it arrive. Can I return it. Who else bought this and did they regret it. When the answer isn't on the screen at the moment the question forms, the visitor leaves to go find it, and they usually find it somewhere else.

That reframe is more useful than the checklist, because it survives redesigns. Button colors change. The question a buyer needs answered before they commit does not. Watch a session recording of someone abandoning a cart and you can usually name the unanswered question out loud.