E-Commerce, Online Business, Selling

How To Improve Your Websites Conversion Rate

October 7, 2024
By itssophiebiggerstaff.com

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If You’re Getting Traffic to Your Website BUT It's Not Converting In To Sales - Here’s What to Do Next

If your website is getting traffic, but your conversion rate is lower than the industry average of around 2% – you’ve got a problem!

Here’s the thing: if you’re attracting people to your website but they’re not converting, you’re leaving money on the table. There’s clearly interest in what you offer, but something in your funnel or site experience is stopping them from buying, booking, or signing up.

So before you throw more money into ads or more time into social media, it’s time to fix your conversion rate first.

Why Your Conversion Rate Matters

Your conversion rate tells you how effectively your website turns visitors into customers or clients. A low conversion rate doesn’t necessarily mean your offer is bad — it usually means there’s a disconnect between what visitors expect and what they experience when they land on your site.

I see this all the time when auditing client websites — they’re getting traffic, but conversions are way below average. That means there’s an issue with how the site is selling.

If this sounds like you, here are the most common reasons why people don’t convert (and what to do about it).

Reasons Your Not Converting Your Website Traffic In To Sales

1. Poor User Experience

First impressions matter. If your website is hard to navigate, loads slowly, or doesn’t make it clear what to do next, visitors will leave before taking action. Ask yourself:

Is it easy for people to find what they came for?
Does your site feel professional and trustworthy?
Can they easily take the next step (book, buy, sign up)?

Even small improvements – faster load time, clearer navigation, better headlines – can instantly boost your conversions.

2. Confusing or Overwhelming Offer Layout

Your offer layout and messaging are crucial for conversions. If your products, services, or programs aren’t presented clearly, visitors won’t feel compelled to buy.

A lot of business owners forget they can re-merchandise or restructure their site anytime. Don’t let your most important offers hide below the fold – make it super easy for your audience to take the next step you want them to.

3. A Complicated Customer Journey

People convert when their path feels simple and logical. If your site has too many steps, unclear buttons, or requires multiple clicks before someone can buy or book, you’ll lose them.

Remember: a cold audience is harder to convert. You need to nurture them through content, testimonials, and clear value messaging before expecting a sale.

Pro tip: include social proof (reviews, case studies, transformations) right before your call to action.

4. Lack of Strategic Selling

If your website doesn’t have a clear strategy behind it, your visitors won’t know why they should take action now.

Strategic selling means using data to guide your decisions. Look at your analytics — what pages are people landing on? Where are they dropping off? What offers get clicks but no conversions?

You can’t fix what you don’t measure. When you use your data to understand your customer behavior, you’ll know exactly where to focus to improve sales.

Why More Ads Won’t Fix a Low Conversion Rate

Here’s the tough truth: running more ads won’t solve your sales problem. If your website isn’t already converting, more traffic will just amplify the issue.

I’ve seen countless business owners pouring money into ads without realizing that their site isn’t optimized for conversion. The result? Low ROI and wasted ad spend.

Before investing another penny in paid traffic, fix your conversion rate. Once your site converts well, your ads will become far more profitable – and you’ll scale sustainably.

Start Tracking Your Key Metrics

If you want to improve your conversions, you need to get comfortable with your numbers. Use tools like Google Analytics, Shopify, or ConvertKit (for service providers) to track what’s working and what isn’t.

Key metrics to track:

Traffic
Conversion rate
Sales revenue or client bookings
Average order value or client value
Top-performing pages
Abandoned carts or incomplete checkouts
Lead magnet opt-in rates

When you understand what your numbers are telling you, you can make decisions based on facts — not frustration.

The ASTA Framework: My Simple System for Boosting Conversions

I use a simple framework called ASTA to help clients get strategic about selling online:

A – Analyze what’s working and what’s not.
S – Strategize your next moves based on data, not emotion.
T – Target Set clear, measurable goals for improvement.
A – Action Take intentional, consistent action toward your targets.

This process turns your conversion rate from guesswork into strategy.

I can teach you exactly how to implement my ASTA framework in your business in one of my 1:1 coaching sessions. Click here to find out more.

Ready to Improve Your Conversion Rate?

Stop leaving money on the table and start making your website work for you. Small tweaks to your site and strategy can make a huge difference to your bottom line.

You don’t need more traffic to make more sales – you need better conversions. Once your site is optimized, your marketing, ads, and content will all work harder for you.

Get strategic, look at your numbers, and make the small changes that lead to big results.

Let’s optimize your conversion together – click here to find out how.

meet the writer

I'm Sophie

Online business coach, podcast host, mental health advocate, speaker, founder of TINAH, community builder, full-time digital nomad, and general trailblazing, rule breaker…

I tried to live a “normal” life: I spent 11+ years working my way up in the fashion industry, working for brands like Ralph Lauren and Burberry. I had the apartment in the city, I lived for going out at the weekends, spent money on designer bags and holidays – until I realized this lifestyle DID NOT FULFIL ME – I was waking up with anxiety every day – surviving, but definitely not thriving.

So I quit. I left my 9-to-5 behind to start an online business that supported the lifestyle I actually wanted. Now that looks like slow mornings, daily beach walks, co-working with like-minded entrepreneurs, yoga, meditation, and lots of social connections.

Since 2020, I’ve built multiple online business offers – from online business coaching and consulting to online courses, digital products, and a mental health marketplace – all while travelling the world and living life, and earning money on my own terms.

Now… I’m on a mission to help more people break free from lives that don’t feel good for them and create more freedom through starting and growing an online business.