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Six Ways to Uncover What's Confusing Your Website Visitors and Dragging Conversions Down

by Morgan Brown  |  
October 14, 2014
  |  8,973 views

If you're responsible for generating sales and leads from your company's website, you probably spend a ton of time deep in analytics reports and spreadsheets looking for insights and ways to optimize your site to improve your conversion rates.

One of the biggest culprits hurting conversion rates is visitor confusion.

Visitors arrive on your site with a specific job to be done, and depending on the information, usability, utility, and persuasiveness of the site, they are either successful or unsuccessful.

This article will show you six ways you can uncover visitor confusion and improve your website performance.

The key to improving conversion rates is to remove confusion


Increasing conversion rates is all about removing visitor confusion. Removing that confusion results in a better performing website, in turn helping your business achieve its goals.

Think of conversion rate as a simple, formula:

Conversion Rate = Desire - Friction


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Morgan Brown is the head of growth at Qualaroo and co-author of the Beginner's Guide to Conversion Rate Optimization.

LinkedIn: Morgan Brown

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  • by James Mon Nov 17, 2014 via web

    It's just right that you do a survey of your website's activity from time to time. It's one way of keeping track of the records, of the pulse your site is having as visitors come and go in your web page. And by learning of these details you will know which section or portion to enhance more.

  • by Gerry Carr Wed Feb 11, 2015 via web

    Love the article Morgan. Have you any recommendations on what to do next though? I am loath to hijack your comments but we happened to write an article on what to do when you encounter these problems The expensive time-consuming answer is to go right back to the drawing board with the UX team and start again. But is it even possible to vary the journey so much to accommodate differing expertise and comfort levels. FWIW we put together a simple grid to assess this and point out that one way of solving thins is through adding interactive guides - one or many depending on the complexity and user types and pointing users through sticky patches in either conversion or providing informations, depending on the priority. Love your thoughts. http://blog.nickelled.com/do-your-users-need-an-interactive-guide-use-our-d...

  • by matt@payboard.com Fri Mar 20, 2015 via web

    I don't think people realize that their homepage typically accounts for about 50% of their their visitors' first interaction with their site. For big sites, the home page accounts for even less of the landing traffic: "The reality is you likely have 5-10 "homepages"—the primary landing pages of people who are arriving at your site via search engines." Some of those internal landing pages are disproportionately responsible for conversions as well. Great insight, and thanks for sharing.

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