You’ve worked hard to build a brand – launched a website, invested in paid traffic and even generated a steady flow of visitors. But the sales? Not quite where they should be.
The truth is, many websites leak conversions at critical moments and most brands don’t even realise it. From slow load times to poor UX, small friction points can cost you big.
Here’s why your website may be losing sales and how to apply smart Conversion Rate Optimisation (CRO) techniques to turn things around.
Your website sales funnel has gaps
Visitors don’t become customers by accident. They move through a sales funnel from awareness and interest to decision and action.
But if your funnel isn’t mapped clearly or optimised at each step, people drop off.
Common sales funnel mistakes include:
- Too many steps between landing and checkout
- Vague CTAs or unclear next steps
- Forcing account creation before purchase
- No trust-building elements (e.g. reviews, guarantees)
How to fix it?
Audit your funnel. Look at where drop-offs happen. Simplify paths to purchase. Use persuasive CTAs and make key information (like pricing and delivery) ultra-clear. Remove unnecessary friction.
Your UX is hurting, not helping
Great design doesn’t just look good, it works well. Poor navigation, cluttered layouts, or broken mobile experiences can sabotage your chances before your customer even sees the product page.
UX issues that kill conversions:
- Confusing menus or product categorisation
- Slow loading times or unresponsive design
- Lack of mobile optimisation
- Inconsistent branding or tone of voice
How to fix it?
Focus on user experience improvements that create a smooth, enjoyable journey.
Make navigation intuitive, ensure your site is mobile-friendly and guide users with logical pathways and visible CTAs.
You’re ignoring website performance issues
Aesthetics are nothing if your website doesn’t perform. Studies show that even a 1-second delay in page load time can reduce conversions by up to 20%.
Watch out for:
- Slow page speed (especially on mobile)
- Broken links or 404 errors
- Pop-ups that disrupt the browsing flow
- Uncompressed images or bloated code
How to fix it?
Use tools like Google PageSpeed Insights or GTmetrix to diagnose website performance issues.
Optimise images, reduce plugin bloat, enable caching and use a reliable hosting service. Every second counts.
Product pages that don’t persuade
If your product pages aren’t converting, it’s rarely just the product’s fault. Often, it’s how it’s presented.
Common issues:
- Weak or generic product descriptions
- Low-quality or few images
- No social proof (e.g. testimonials or reviews)
- Missing urgency (e.g. low stock, countdowns)
How to fix it?
Optimise for trust and action. Use detailed, benefit-led descriptions.
Add high-quality visuals, customer reviews, FAQs and delivery info.
Use urgency cues, ethically, to encourage quicker decisions.
No strategy for abandoned carts
It’s one of the biggest missed opportunities in e-commerce. Customers get all the way to checkout… then vanish. Without a strategy to re-engage them, you’re leaving serious revenue on the table.
How to fix it?
Implement abandoned cart emails, retargeting ads and even exit-intent popups offering limited-time discounts or free shipping. Make it easy for users to pick up where they left off.
Small fixes, big wins
Improving your e-commerce website isn’t always about a full redesign; it’s often about small, focused changes that improve user flow, reduce friction and guide visitors toward action.
With a combination of:
- Thoughtful conversion rate optimisation
- A seamless website sales funnel
- Tactical user experience improvements
- Performance tweaks and e-commerce website tips. You can turn your website into a consistent sales machine.
In the end, it’s not about how many people visit your site, it’s about how many buy.
It’s time to turn your website visitors into paying customers. BORN28 specialises in Conversion Rate Optimisation, helping you diagnose and fix the leaks in your sales funnel to transform your website from a passive brochure into an active sales machine.