Website Conversion Rate: Why It’s Low and How to Fix It

The big question is – are your visitors actually doing what you want them to do?

In this guide, we’re diving into everything you need to know about website conversion rates. Why are conversion rates important? How do you measure them? What kind of actions count as conversions? And most importantly, how can you make your site better at getting those "Yes!" moments from your visitors?

Let’s get started.

Table Of Contents

What is Website Conversion Rate?

Your website can get traffic from multiple sources like social media, organic traffic with good SEO, email marketing campaigns, or even paid ads. These people either just scroll your pages or do something.

Website conversion rate is basically a way to measure how good your site is at convincing visitors to do what you want them to do.

Buying a product, signing up for a newsletter, or filling out a form, your conversion rate tells you how many people are actually taking the desired action. Conversion rate is a really important stat in digital marketing.

Here’s the simple formula for finding your site’s conversion rate:

Conversion Rate = (Number of Conversions (actions that you wanted the user to do) ÷ Total Number of Visitors) × 100

It’s actually really easy to calculate conversion rate. Let’s say 500 people check out your site, and 25 of them buy something. Your website conversion rate would be:

(25 ÷ 500) × 100 = 5%

Not too shabby, right?

Now, what counts as a “conversion” depends on your website’s goals. Here are a few types of conversions you can track:

• Ecommerce Conversion. It could be making a purchase (also depends on average order value) or even just adding items to a cart.
• Service-Based Sites. Filling out a contact form or requesting a quote are the most common conversion goals here.
• Blogs or Content Sites. Maybe it’s signing up for a newsletter, downloading a freebie, or clicking a call-to-action (CTA).
• Apps or SaaS Platforms. Signing up for a free trial, upgrading to a paid plan, or finishing a tutorial are all good conversion goals.

There are even more types of website conversions. It all depends on your site.

Not all actions will have the same conversion rate. More people might download something for free because it’s easy and tempting, but buying something (expensive or not) takes more thought.

You can track different types with analytic tools like Google Analytics, there you can see how your web pages convert. In some tools conversion rate is called “transaction rate”. There are also many other analytics tools out there if you want something else.

Conversions usually fall into two categories:

1. Micro-Conversions. These are the small steps that lead to the big ones. Like signing up for a newsletter, watching a product demo, or adding something to a wish list.
2. Macro-Conversions. These are the big wins—actions that directly hit your main goals, like buying a product, filling out a lead form, or subscribing to a paid service.

Every little (and big) desired action adds up, giving you a clear picture of how well your site is performing and earning you money.

Average Conversion Rate Based On Industry

What is a good conversion rate? It really depends on your industry. To give you a rough picture here are some average conversion rate numbers for websites based on industry:

What Affects Website Conversion Rates?

There’s no magic button that instantly skyrockets your website’s conversion rate. Instead, it’s a mix of different factors working together (or sometimes against each other). But here’s the thing: while no single factor will completely transform your site overnight, some have a much bigger impact than others.

One of these heavy hitters is page load speed.

Page Load Speed

We live in an era of instant gratification. People want their coffee fast, their delivery faster, and their websites lightning quick. If your site takes its sweet time to load, you’re basically handing your visitors a free pass to hit the back button. And trust me, they will. Basically, every extra second your site takes to load hurts your conversions a lot.

Unlike e-commerce conversions, goal conversions (like filling out a form, signing up for a newsletter, or clicking a call-to-action) are often simpler for users to complete because they involve a lower commitment—usually just providing contact information.

However, even these easy actions are heavily affected by how fast your website loads. Check out these numbers:

• 1 Second Load Time: Visitors are happy, everything’s smooth—conversion rates hover around 40%.
• 2 Seconds: Still good, but patience is wearing thin—conversion rates dip to 34%.
• 3 Seconds: Starting to feel slow—conversion rates drop to 29%.
• 4 Seconds: Annoyance kicks in—only 25% of site visitors will convert.
• 5 Seconds: Conversion rates plummet to just 22%.

Now, here’s where things get even more eye-opening. Ecommerce conversion rates are usually way lower because it requires people to spend money. A recent study looked specifically at ecommerce websites and found these conversion rates based on load time:

• 1 Second Load Time: Conversion rates peak at 3.05%.
• 2 Seconds: Conversion rates drop sharply to 1.68%.
• 3 Seconds: They fall further to 1.12%.
• 4 Seconds: A drastic decline to just 0.67%.

And the damage doesn’t stop there. A slow site also sends your bounce rate (the percentage of visitors who leave without doing absolutely anything) through the roof:

• 1 Second Load Time: Bounce rate is a low 7%.
• 2 Seconds: It creeps up to 11%.
• 3 Seconds: Bounce rate climbs to 13%.
• 4 Seconds: Now it’s 17%.
• 5 Seconds: A massive spike—bounce rate hits 38%.

These stats are a wake-up call—if your site isn’t fast, you’re missing out on conversions, plain and simple. Every industry has its own benchmarks for average conversion rates and desired conversion rates. So keep this in mind and don't raise your expectations for industries that just can't make it too high!

Websites load slower on phones, so it’s super important to speed yours up. Over half of mobile users (53%) leave a site if it takes more than 3 seconds to load. That’s a lot of lost visitors! 

So, you need to improve your load speed to reach your conversion goal. It’s actually a good practice for SEO too.While website speed plays a huge role in driving conversions, there are many other factors. How your website looks, the quality of its content, the kind of traffic it attracts, and the trust it builds with visitors all work together to determine its success.

User Experience (UX) And Conversion Rates

Another important factor is user experience. The way your website looks and behaves has a massive impact on how users interact with it. A clean, professional design creates a great first impression. But a cluttered or outdated layout can send visitors running for the hills. Navigation is just as important—if users can’t figure out how to get where they want to go, they’re far more likely to leave.

And let’s not forget mobile responsiveness! Over half of all website traffic comes from phones, so if your site doesn’t adjust to different screen sizes seamlessly, you’re frustrating a lot of users.

About 79% of people say they’re more likely to come back to a mobile-friendly site or share it with others if it’s easy to use. This just proves how important it is to get a good conversion rate.

Add clear, eye-catching calls-to-action (CTAs), and you’re golden. In fact, optimized CTAs can boost website conversions by up to 30%!

Traffic Source

Not all traffic is created equal. Visitors who find your site through organic search tend to have higher intent—they’re actively searching for something and are often 3-4 times more likely to convert compared to those who see display ads.

Traffic from social media platforms like Instagram or Facebook can bring in high volumes of visitors, but conversion rates are usually lower (around 1-2%). 

Paid campaigns can drive high-converting traffic if the ads and landing pages are made properly (including UX, page speed and so much more). 

And referral traffic from trusted sources? That often converts better because users already come in with some level of trust or credibility built in.

Content Quality For Higher Conversion Rates

Your content needs to hit the mark, this is obvious. Visitors want to see relevant, personalized information that speaks directly to their needs. 

Never forget about clarity. If your content is too technical or confusing, visitors are more likely to bounce. Use simple, straightforward language to make your point. Adding high-quality multimedia, like images, videos, or infographics (but never forget to optimize them), can also keep users engaged and build trust.

Trust and Security

If users don’t trust your website, they won’t stick around—let alone convert. Have you ever seen things like “Secure Checkout” or “100% Satisfaction Guarantee” on other websites? You won’t believe that those can improve website conversions by 20-30%.

An SSL certificate is another must-have. Websites with HTTPS (secured via SSL) look more trustworthy and are favored by search engines, so you’ll win with both users and Google (most browsers flag HTTP websites and the user will just get scared and leave). Make sure to highlight privacy policies too—people want to know their data is safe. And don’t underestimate the power of reviews and customer testimonials. They’re social proof that helps reduce hesitation and makes visitors more comfortable taking action.

Why Is It Important to Measure Website Conversion Rate?

Tracking your website's conversion rates is an important task. It’s how you figure out if your site is doing its job. 

• See How Well Your Website Is Performing. Your conversion rate is like your website’s report card. It tells you if your site is doing what it’s supposed to. Are your landing pages convincing visitors to take the desired action? If not, it’s a sign something needs fixing.
• Get More Value From Your Traffic. A higher conversion rate means you’re making the most out of the visitors you already have. Instead of just driving more traffic, you’re turning the traffic you do get into leads, sales, or sign-ups. This helps lower your marketing costs while increasing your revenue.
• Fix Usability Problems. If your conversion rates are low, it’s often a sign that something on your site isn’t working for your visitors. Maybe your navigation is confusing, your forms are too long, or your landing pages take forever to load. It’s a very good signal to start with.
• Make Smarter Decisions. Conversion rate data gives you hard facts about what’s working and what’s not. You can use real numbers to increase lead generations instead of just guessing.
• Grow Your Business. When you improve your conversion rates, you’re directly supporting your business goals. It’s pretty simple: more conversions lead to more growth.

Website Conversion Rate Optimization Tips

We’ve talked about what can hurt your conversion rates, but the big question is: how do you actually improve website conversion rates?

Speed Up Your Website with Perforator

One of the easiest and most effective ways to boost your website’s conversion rates is by improving its load speed. But to speed up your landing pages, you first need to figure out what’s slowing them down by performing web performance testing for the specific issues.

Perforator gives you the tools to look at your website’s performance through your visitors’ eyes, helping you figure out what’s slowing things down and what exactly you need to fix before it affects your users.

• See How Real Users Experience Your Site. Perforator simulates real-world browsing conditions, testing your website across thousands of devices and browsers. This way, you’ll know exactly how your site performs for your target audience.
• Find the Bottlenecks. Whether it’s slow-loading images, clunky JavaScript, or delays caused by third-party tools, Perforator helps you pinpoint the specific issues that are dragging down your site.
• Track Core Web Vitals. Metrics like Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS) are key to a smooth user experience. Perforator analyzes these so you can spot and fix problems fast.
• Prepare for High Traffic. Wondering how your site will hold up during a big sale or launch? Perforator tests your site under peak traffic conditions, so you can optimize before the crowds arrive.

With our load testing service called Perforator, you’re not just guessing about your website’s performance—you’re getting clear, actionable insights. 

Real User Monitoring

While Perforator helps you identify and fix performance issues before they impact your users, it’s also important to see how your website behaves in real-time. This is called Real User Monitoring (RUM).

Our partner, Request Metrics, specializes in Real User Monitoring, which shows exactly how real visitors are experiencing your website. RUM collects data from actual users so you know what’s happening on your site right now.

With RUM, you can monitor critical performance metrics like:

1. Largest Contentful Paint (LCP). How quickly the main content of a page loads.
2. Cumulative Layout Shift (CLS). How stable your page layout is while loading.
3. Interaction to Next Paint (INP). How responsive your site feels during clicks and interactions.

Together, website load testing and RUM ensure you’re prepared for both everyday traffic and high-pressure moments when everything must run smoothly. With real-time monitoring and Perforator’s in-depth load testing, you can:

• Fix performance issues both before launch and in real-time.
• Prepare for surges in traffic with confidence.
• Deliver a fast, smooth experience for every visitor, no matter the conditions.

It’s more important than ever to stay on top of your website’s performance in 2024. User behavior and interactions directly impact your SEO rankings and conversion rates. There are so many competitors out there! You can’t afford to lose potential customers just because your site is slow or unresponsive. Giving away clients so easily is simply not an option.

Use A/B Testing 

A/B testing (split testing) sounds fancy, but it’s really just a simple way to compare two versions of something on your website to see which one works better and has higher conversion rates. Here’s how you can do it step by step:

Pick What You Want to Improve

Decide what you want to focus on. Is it getting more people to fill out a form? Increasing purchases? Or getting more clicks on a button? Choose one specific goal.

Focus on One Thing to Test

 Don’t try to change everything at once! Pick one element to test (for example new features) so you can clearly see what makes a difference. You could test:

• Headlines
• CTA (Call-to-Action) buttons (try different colors, text, or placement)
• Images or videos
• Form fields (e.g., fewer fields vs. more fields)
• Page layout or navigation

Make Two Versions

Create two versions of the element you’re testing:

• Control. The original version (the one you’re already using).
• Variation. A new version with the change you want to test.

Divide Your Audience

 Split your website visitors into two random groups. One group will see the original version, and the other will see the new one. This makes sure the results are fair and unbiased.

Run the Test

Let the test run for a while so you collect enough data to make a solid decision. Don’t stop it too soon—small sample sizes can give you misleading results.

Check the Results

Look at the numbers to see which version performed better. Pay attention to metrics like:

• Conversion rate (how many people took the action you wanted)
• Click-through rate (how many people clicked on something)
• Bounce rate (how many people left without doing anything)

Use the Winner

Take the version that performed best and make it live across your site. This way, you can maximize your website conversions.

Keep Testing

Don’t stop after one test! Keep experimenting with new ideas and changes to improve your website over time. Website conversion rate optimization is an ongoing process, not a one-time thing.

Make Navigation Simple

People should be able to find what they need on your site without getting confused. Use menus that are easy to understand with clear categories. Add breadcrumbs so visitors can see where they are and move back if they want to. Also, make sure important landing pages like your products, services, or contact forms are easy to spot and just a click away.

Fix Your Call-to-Action (CTA)

Another way to increase your website conversion rate is using CTAs. Your CTAs should be clear and grab attention. Use action words like “Sign Up Now” or “Get Your Free Trial” so people know exactly what to do. Make them stand out by using bold colors that pop and place them where they’re easy to see. Keep testing different designs, colors, and placements to find the one that gets the most clicks.

Mobile Responsiveness

Use a design that adjusts automatically to any screen size. Avoid annoying pop-ups that are hard to close on phones, and check your site regularly to make sure everything works perfectly on mobile devices. Keep in mind that Google has mobile-first indexing.

Use Quality Visuals

Attractive pictures and videos can make your website look more professional and keep people interested. Add good quality images that show off your products or services. Videos, like tutorials or explainers, can be super helpful too. If possible, use photos of real customers or your team to make your site feel more personal and trustworthy.

Build Trust with Social Proof

People trust businesses more when they see proof that others have had a good experience. Add customer reviews, testimonials, or case studies to show you’re the real deal. If you’ve worked with well-known brands or earned certifications, don’t forget to show them off.

Keep Forms Short and Easy

No one likes filling out long forms. Only ask for the basics, like a name and email address. If your form needs more details, break it into smaller steps so it doesn’t feel overwhelming. You can also add auto-fill options to make things quicker and easier for users.

Create Pages That Match Your Campaigns

Make landing pages that match what people are looking for. If you’re running an ad or sending an email campaign, the page people land on should focus on just one thing, like signing up or buying something. Keep it simple and focused so visitors don’t get distracted. Use clear text and a strong CTA to guide them.

Listen to Your Visitors

Your visitors know what’s working and what’s not. Use survey questions, polls, or feedback tools to learn what they’re struggling with or what they love about your site. You can also watch session recordings to see how people move around your site. Use this feedback to fix problems and make your site better.

The Power of Optimized Website Conversions

Let’s take the case of a US-based women’s clothing ecommerce company, pulling in an impressive $280 million in annual revenue. With Black Friday on the horizon, their goal was clear: make sure their website could handle a massive spike in traffic—five times the usual load—without breaking a sweat.

The stakes were high. We all know that Black Friday is the biggest shopping event of the year, and potential customers expect everything to run smoothly. A slow or crashing website during this critical time could turn its ecommerce conversion rates into a complete disaster.

To prepare, the company used Perforator to test their website performance. Perforator ran tests using real browsers in the cloud, simulating exactly how the site would perform for actual users. This wasn’t a surface-level testing. This type of testing gave them detailed insights into what was really happening under the hood.

They discovered that the core landing pages were taking over 5 seconds to load. That’s an eternity in online shopping. Perforator showed them why it was slow: there were some slow-loading images, heavy third-party scripts, inefficient JavaScript, and some other bottlenecks.

The company quickly addressed the issues. They optimized their landing pages, resized and compressed images, and fixed the scripts slowing everything down. After all this, the pages were loading for 2 seconds!

Black Friday went better compared to what they expected. Their online store conversion rate jumped by 40%! They initially aimed to sell $3.9 million, but thanks to their optimized website, they ended up selling $5.25 million! That’s indeed a massive win for their business.

But what would happen if they hadn’t taken the time to prepare? A slow or crashing site during the Black Friday rush would have left customers frustrated, annoyed, and gone in seconds. Their ecommerce conversion rate would be close to zero.

Just think about what would you do? Would you buy from a website that takes over 5 seconds to load, especially when you know there’s another site selling the same item? Probably not. And would you even trust it to handle your payment? Most likely, you'd think, “Oh no, this site is lagging. What if it glitches during payment? What if my money gets stuck and I don’t get the item I need? I don't want to deal with refunds...” You’d close the tab and move on.

This is why optimizing your page load speed is so important. It’s not just about making your site faster; it’s about keeping customers happy, engaged, and ready to buy.

Test Your Website with Perforator

If you want to make sure your website can handle big moments like this, you need high-quality testing. With Perforator, you can test your website using real browsers in the cloud—exactly how your customers see it. 

Perforator gives you the detailed insights you need to optimize your site, fix problems, and deliver a great experience be it a major sales event or just improving everyday conversions. Don’t wait until it’s too late—be ready for success!

Final Thoughts

We hope this guide helped you understand that conversion rate is a key element for any business and how to measure conversion rate.If you need help analyzing your website to boost conversions—Perforator is here to assist! Let’s work together to make your site faster, smoother, and more effective at turning visitors into customers.

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