Unclear value proposition — the most common conversion killer
For too long it was assumed that more traffic automatically means more enquiries. In practice, double the visitors to the same site produces double the frustration if the site is designed to lose people. Conversion rate optimisation (CRO) improves the percentage of visitors who take the desired action — without spending more on ads.
The most common conversion killer is an unclear value proposition. When a visitor lands on a site and can't answer in ten seconds — 'what do they do and why should I choose them' — they leave. The hero section is not a place for poetry; it's the place for the clearest possible sentence about what you do, for whom, and what they get.
Contact form and trust signals that reduce perceived risk
A long contact form is a classic self-sabotage. Every additional field reduces the completion rate. Name, email, and a short message are usually enough for first contact — the rest gets asked during the call. If you have a service type selector, reduce the number of options and use concrete descriptions instead of jargon.
Trust signals — client logos, short reviews with names and job titles, awards, shipped project counts — reduce the perceived risk of a decision. Anonymous quotes without context don't do the same job. The more specific and harder to fake a trust signal is, the more it's worth.
Site speed and Core Web Vitals as conversion factors
Site speed directly affects conversions: every second of loading delay reduces conversion probability. This isn't just theory — Google and Amazon have published internal data to confirm it. An LCP below 2.5 seconds is a target every serious site should hit.
CTA buttons should say what happens after the click, not just 'contact us'. 'Schedule a free call', 'Get an estimate in 48h', 'See how we work' — each of these helps a visitor decide whether this is a step they want to take. Feather Studio covers UX and CRO analysis as part of web projects — see our web design page or book a call.