Why Your Conversion Rate Is Low (And How to Fix It)

Why Your Conversion Rate Is Low (And How to Fix It)

Conversion rates measure how well you turn visitors into customers. If yours are low, you're losing money and wasting marketing efforts. Common issues include slow websites, unclear messaging, and weak calls-to-action (CTAs). Fix these with fast-loading pages, clear value propositions, and strong CTAs like "Start Your Free Trial." Tools like Google Analytics and Hotjar can help identify problems, while A/B testing and heatmaps show what works. Want quick wins? Simplify your design, highlight product benefits, and optimize for mobile users. Start improving today to boost conversions and cut costs.

SaaS Conversion Rate Industry Averages & Tips To Improve

Reasons for Low Conversion Rates

Low conversion rates often come down to specific, fixable issues. Let’s dive into some of the most common problems.

User Experience Problems

Google found that 53% of mobile users leave a page if it takes more than three seconds to load. This means slow-loading pages can kill conversions before users even engage. Add to that cluttered designs or confusing navigation, and you’ve got a recipe for frustration. A great example of doing it right? Slack. Its clean design and smooth onboarding process help guide users effortlessly, boosting freemium sign-ups.

Mobile optimization is a must. With more users relying on mobile devices to access SaaS platforms, a non-responsive design can tank your conversion chances. Make sure interactive elements, like CTAs, are easy to use on smaller screens.

Unclear Value Propositions

If visitors can’t quickly see how your product solves their problem, they’re not likely to stick around.

Common Issue

Impact on Users

How to Fix It

Using Technical Jargon

Confuses non-technical users

Simplify with plain, benefit-driven language

Highlighting Features Instead of Benefits

Misses the connection to user needs

Show how your product solves specific problems

Generic Messaging

Fails to stand out from competitors

Emphasize what sets you apart

Grammarly does this well by showcasing premium features during free trials, making it obvious why upgrading is worth it.

Weak Calls-to-Action

According to WordStream, CTAs with action-oriented language can increase conversions by 14.9%. Zapier nails this with buttons like "Start Your Free Trial", which are clear, direct, and create urgency.

Avoid vague CTAs like "Sign Up." Instead, go for something specific and enticing, like "Start Your Free 14-Day Trial." This not only tells users what to do but also highlights the benefit they’ll get.

Diagnosing and Fixing Conversion Issues

Using Analytics Tools

Analytics tools are essential for identifying what's stopping users from converting. They help you pinpoint issues like poor user experience (UX) or ineffective calls-to-action (CTAs). For example, Google Analytics shows where users drop off in your funnel, while tools like Hotjar provide visual insights into user behavior through heatmaps and session recordings.

Tool

Primary Use

Key Metrics

Google Analytics

Analyze user journeys

Bounce Rate, Exit Pages

Hotjar

Track visual behavior

Click Patterns, Scroll Depth

VWO/Optimizely

Test different versions

Conversion Variations

Improving the User Experience

Did you know that a website loading in under 2 seconds can slash bounce rates by up to 50%? A fast, responsive website is non-negotiable, especially with the rise in mobile browsing. Use tools like Google PageSpeed Insights to identify areas for improvement. Fixes might include compressing images, minimizing code, and enabling browser caching.

Refining Value Propositions and CTAs

To hit the industry standard of an 8.5% visitor-to-free-trial conversion rate , your value propositions need to connect with your audience.

"The free trial to product-qualified lead conversion averages 4%, while PQL to paying customer conversion ranges from 20% to 40% ."

When it comes to CTAs, design and placement are everything. Here’s how to make them work harder:

CTA Element

Best Practice

Impact

Button Color

High-contrast, brand-aligned

Better visibility

Copy

Action-oriented, benefit-focused

Clearer user direction

Placement

Above the fold, natural eye path

Higher engagement

Experiment with A/B testing to find what resonates most with your audience. Tools like VWO or Optimizely can help you fine-tune designs and placements. Once these basics are optimized, you can dive deeper with advanced techniques like heatmap analysis and more detailed A/B testing.

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Strategies to Increase Conversions

Once you've pinpointed areas where conversions are falling short, these strategies can help tackle the issues head-on.

A/B Testing

HubSpot saw a 25% boost in conversions by removing distractions like the navigation menu during A/B testing. Focus your tests on impactful elements such as landing page designs, where CTAs are placed, and how value is communicated. These changes can lead to conversion improvements of up to 40%.

Heatmap Analysis

Heatmaps can uncover user behavior patterns. Pay attention to:

• Where users click on CTAs and navigation items


• How far they scroll on landing pages


• Mouse movements and hesitation spots


• Points where users show exit intent

Slack used heatmaps to identify features that resonated during onboarding, which helped them triple their paid conversions. While heatmaps are great for spotting patterns, pairing them with direct user feedback can uncover what’s driving behavior and where users face challenges.

Feedback and Iteration




Grammarly is a great example of using feedback effectively, employing well-timed modals during the free trial to encourage upgrades by creating a sense of urgency.

Feedback Channel




Purpose




Implementation

User Surveys




Spot pain points




Triggered after interactions

Usage Analytics




Monitor engagement trends




Track at the feature level

Support Tickets




Identify friction areas




Regularly analyze submissions

Zapier shows how iterative improvements can drive conversions. They use limits in their free plan strategically - offering enough value to attract users but encouraging upgrades when users hit those limits . Combining these approaches with ongoing testing ensures consistent growth in conversions.

Expert Support for Growth




Working with conversion experts can reveal overlooked opportunities and speed up growth with customized strategies. While tools like A/B testing and heatmaps are great for addressing specific challenges, expert input ensures these efforts are aligned with your bigger-picture goals.

Artisan Strategies




Artisan Strategies specializes in helping SaaS companies refine their conversion funnels using data-backed insights and scalable approaches. Their focus is on creating lasting improvements that grow with your business, rather than short-term fixes.

With expert help, SaaS companies can surpass industry averages like an 8.5% visitor-to-free-trial rate and 20-40% product-qualified lead-to-customer conversions .

Conversion Flow Assessment Plans




Artisan Strategies provides tiered plans to meet different needs, including 'Indie Hacker' for quick actionable tips, 'Growth' for detailed roadmaps, and 'Executive' for comprehensive support and guidance.

Plan Type




Key Features




Best For

Indie Hacker




15-min analysis, 3-5 action items




Solo founders needing fast, actionable steps

Growth




20-min analysis, optimization plan




Teams looking for structured improvements

Executive




30-min analysis, 60-day support




Teams needing detailed guidance and follow-up

Advisory Service Plans

"I make sure your visitors become customers." - Joe Wilkinson, Founder of Artisan Strategies

Advisory services offer ongoing support for strategies around acquisition, onboarding, monetization, and retention. By focusing on continuous measurement and improvement, companies can boost their conversion metrics while also building expertise within their teams.

Conclusion: Steps to Improve Conversion Rates




Boosting your conversion rates doesn’t have to be overwhelming. Start by taking a structured, data-focused approach to identify and fix obstacles in your customer journey.

Use analytics tools like Google Analytics and Hotjar to pinpoint problem areas in your funnel. These tools give you a clear picture of how users interact with your site, allowing you to zero in on areas that need attention .

Improving the user experience is a must. Make sure your pages load quickly, navigation is easy to follow, and your site works well on mobile devices. Your value proposition should be front and center - visitors need to instantly see how your product solves their issues and why it’s better than the competition .

Don’t skip A/B testing and other tools to validate changes. These help you confirm what’s working and what’s not, ensuring every tweak you make is backed by data .

If you’re looking for quicker results or deeper insights, consulting with experts can make a big difference. Combining technical fixes with expert advice often leads to the best outcomes.

FAQs




How do I increase conversion rate on landing pages?




Boosting conversion rates on landing pages starts with focusing on the essentials that influence user decisions. Keep the page centered around a single, clear call-to-action (CTA). For example, Slack saw a 25% jump in conversions by emphasizing their 'Get Started' button .

Build trust by showcasing customer testimonials, reviews, or key usage stats. Grammarly does this well by strategically placing modals that demonstrate premium features, creating urgency and credibility .

Don’t overlook page speed. Tools like Google PageSpeed Insights can help identify issues like oversized images or inefficient code. A delay of just one second in page load time can cut conversions by 7% .

For SaaS companies, these optimizations can directly influence trial sign-ups and retention rates - critical metrics for growth. While these tactics focus on landing pages, improving overall page conversion requires a broader plan.

How can I improve my page conversion?




Improving page conversion involves combining data analysis with user-friendly design. Here’s how successful brands approach it:

Understand User Behavior: Identify where users drop off or get stuck. Tools like Google Analytics and heatmaps can help pinpoint low-performing CTAs or confusing layouts, enabling targeted fixes .

Craft Clear Headlines: Speak directly to user needs in your headlines. Zapier nails this by highlighting specific use cases and offering tailored task limits in their free plan, encouraging upgrades when users see the added value .

A/B testing is also key. Testing headlines, CTAs, and forms can lead to major improvements. For instance, Expedia increased bookings by 12% by refining their booking process .

Element




What to Test




Impact

Headlines




Emotional vs. Rational Appeals




Can boost initial engagement by up to 50%

CTAs




Button Color, Text, Placement




May increase click-through rates by 20-30%

Forms




Field Number, Layout




Fewer fields can raise submissions by 25%

Related reading

• 7 Customer Activation Metrics Every SaaS Must Track


• How to Build a SaaS Pricing Strategy That Converts


• Freemium vs Premium: Choosing the Right SaaS Model


• How to do conversion rate optimization for ecommerce


• How to hire a growth marketing expert

Useful tools & services

• All Services