Site conversion: why visitors do not buy and how to fix it

Conversion is the cheapest growth

There are two ways to double your leads: double the ad budget or double the conversion. The first costs hundreds of thousands a month and forever. The second is a one-off effort on the site that then delivers for free. At 1% conversion, 10 of 1,000 visitors leave a request; raise it to 2% and it becomes 20 requests from the same traffic spend.

First the diagnosis, then the treatment

Do not start with “let’s repaint the button”. Open your analytics and find where exactly the funnel leaks:

• Session Replay and click maps — where people click non-clickable things, where they abandon forms, how far they scroll.
• Device report — if mobile conversion is three times lower than desktop, the problem is found: fix the mobile version.
• Exit pages — which pages people leave from most often.
• The funnel — at which cart/form step they drop off.

Typical conversion killers

1. It is unclear what you offer

The five-second rule: within 5 seconds a visitor must understand what you sell, to whom and why you. “Innovative solutions for your business” does not pass. “Custom kitchens in Kazan in 30 days with installments” passes.

2. No prices

“Price on request” = “expensive, go away”. At least a “from” range, at least examples of work with prices, at least a calculator.

3. A form like a questionnaire

Every extra field eats 5–10% of submissions. Name and phone — that is all. The company, budget and “how did you hear about us” a manager will ask by voice.

4. No trust

Stock smiling people, “reviews” without names, no address or company details. Cured by real photos, case studies with numbers, a Yandex Maps review widget, guarantees with specifics.

5. Slow and broken on a phone

70–90% of traffic is mobile. Tiny buttons, broken layout, an 8-second load — and no text will save it (we have a separate breakdown on speed).

6. One way to get in touch

Some call, some write on WhatsApp, some fill in a form at night. Give all options: phone, messengers, a form, a callback.

Quick wins (implemented in a week)

1. Rewrite the first screen by the formula: what + for whom + benefit + call to action.
2. Cut forms down to 2 fields.
3. Add prices or a calculator.
4. Messenger buttons and a clickable phone.
5. Reviews from maps and 2–3 case studies with numbers on the homepage.
6. Speed up the mobile version (images, scripts).

A/B tests: for those who have traffic

Testing page variants makes sense from ~1,000 visits a week per page — otherwise the statistics will not accumulate and the “winner” turns out to be chance. Less traffic? Do not test — just implement the proven practices from the list above and watch the week-over-week trend.

Takeaway

Conversion growth is not magic or repainting buttons but the consistent removal of barriers: a clear offer, prices, short forms, trust, speed, mobile convenience. Order a site audit — we will show exactly where your site loses leads.