You are paying for ads. People come to the website. And then they leave — without an enquiry, without a purchase, without a single message. The instinctive reaction is to blame the campaign: wrong targeting, expensive keyword, weak creative. But the problem is often elsewhere.
The average Czech e-shop achieves a conversion rate of 1.5–3% (source: anfilov.cz, 2026). For B2B websites and service sites it is even lower — typically 0.5–1.5%. That means that out of every 100 visitors, 97 to 99 leave without taking action. According to Baymard Institute data, 70.19% of shopping carts are abandoned — and that is just e-shops. For B2B contact forms the situation is comparable or worse.
This article is a checklist of the 12 most common mistakes we see in conversion audits. For each mistake you will find a diagnostic test and steps to fix it. We start where most is lost.
What is a conversion audit and why do you need one
A website conversion audit is a systematic analysis focused on one question: what is preventing a visitor from completing the target action? This could be filling in a form, calling, making a purchase or signing up.
It differs from an SEO audit, which addresses visibility in organic search, and from a classic UX audit, which evaluates overall usability. A CRO audit (conversion rate optimisation audit) is specifically focused on the business result. Every identified mistake is measured by one thing: how much is it costing in lost conversions?
It makes sense from approximately 500 visits per month. Below this threshold you do not have enough data for statistical conclusions, but qualitative analysis — walking through the site as a customer, checking analytics, testing forms — will always give results.
When to do it: when launching a new campaign, after a website redesign, when conversion rates drop, or once every 6–12 months as routine maintenance.
12 mistakes killing your website conversions
Issue #1 — Slow loading, especially on mobile
DIAGNOSIS: Go to PageSpeed Insights (pagespeed.web.dev) and enter your main page URL. A score below 70 on mobile is a problem; below 50 is critical.
Speed is not a technical issue — it is a conversion issue. According to a Google study (The Need for Mobile Speed, 2016), 53% of mobile users abandon a page if it does not load within 3 seconds. Google’s current recommendation: LCP under 2.5 seconds (Core Web Vitals). Every additional second of delay measurably reduces conversion probability.
FIX: Compress images (Squoosh or ShortPixel plugin). Enable lazy loading for images below the fold. Set up caching and add a CDN where possible. On WordPress, WP Rocket or LiteSpeed Cache will handle the basics in an hour.
Issue #2 — Unclear or missing main CTA above the fold
A visitor has just a few seconds after landing on your page to understand what they can do. If they have to scroll to find the call-to-action button — you have already lost. Most people do not scroll until you give them a reason. According to Nielsen Norman Group research, users spend on average less than a minute on a web page, with immediate abandonment most common in the first 10–20 seconds. The decision whether to stay is made very quickly.
DIAGNOSIS: Open your main page in a private browser window (Ctrl+Shift+N) and set a 5-second timer. When it expires, close your eyes. Did you know what you were supposed to do? Did your customer?
FIX: One primary CTA above the fold — visible without scrolling on both desktop and mobile. The button must have sufficient contrast (at least 4.5:1 against the background), an action verb (“Get a quote”, “Start for free”, “Book a consultation”) and be large enough to tap with a thumb.
Issue #3 — The website does not look trustworthy
Trust is a prerequisite for conversion, not its result. A visitor who does not trust you will not fill in a form — no matter how well it is written. And trust is not built with text saying how reliable you are. It is built with evidence.
| In audits we repeatedly find that clients have dozens of satisfied customers — but there is not a single review on their website. Yet this is often the quickest conversion win we can implement. |
DIAGNOSIS: Browse your website as if for the first time. Are there reviews from real customers on the main page? Logos of clients or partners? Certificates (Google Partner, Meta Blueprint)? Physical address and phone number? Photos of the real team? The fewer of these elements, the lower the trust.
FIX: Add reviews from Google or Heureka directly to the website (embed or screenshot with a link to the source). Show client logos — even three are better than none. Display Google and Meta partner certificates as badges. A physical address in the footer is not a bureaucratic formality — it is a signal that the company is real.
Issue #4 — Forms have too many fields
A form with eight fields is not thoroughness — it is a barrier. Every additional field reduces the probability of completion by approximately 10–12%. Baymard Institute documents in its e-commerce UX studies that unnecessary fields are one of the main reasons for form abandonment — the average checkout contains 11.3 form fields, most of which can be reduced.
DIAGNOSIS: Count the fields in your main contact form. More than 4–5 mandatory fields at first contact is a red flag. Are you asking for information you could find out during a phone call?
FIX: Reduce the form to the minimum needed to start a conversation (name + email/phone + optional message). You will get the other information during the consultation — and people will come to it more willingly when the entry barrier was not unnecessarily high.
Issue #5 — Mobile version is unusable
More than 60% of B2C visits now come from mobile devices (Contentsquare 2024 reports up to 71.8% for e-commerce). For B2B the share is lower — typically 30–40%. Buttons too small to tap with a thumb, text too dense to read, forms where the keyboard covers the input field — these are problems you simply cannot see on a desktop.
DIAGNOSIS: Walk through the entire purchasing or contact process on your phone — from landing on the page to form confirmation. Then do the same in Chrome DevTools (F12 → mobile icon) at different screen sizes.
FIX: Responsive design is the foundation, but it is not enough. Touch targets (buttons, links) must be at least 44×44 px. Text size at least 16 px for body text. Form fields large enough to type in comfortably on a small screen.
Issue #6 — The value proposition (USP) is not clear
“A reliable digital agency with years of experience.” Everyone says that. The customer on your page does not need a general reassurance — they need to know exactly what they will get and why they should choose you, and not your competitor.
The absence of a clear USP is probably the most expensive mistake on this list. You pay for a click, the visitor arrives, does not understand what makes you different, and leaves to compare offers.
DIAGNOSIS: Cover the logo on your homepage. Can a random person tell what your business is and how you differ from the competition? Or could it be any website in your industry?
FIX: “A clear promise in the hero section: numbers, results, specifics. Not “we help businesses grow”, but “in 3 months we reduced the cost per conversion for a fashion e-shop by 34% while maintaining revenue”. If you have that example — use it right at the top.
| Have you checked the first 6 points and suspect where you are losing? We will conduct a professional conversion audit of your website — we will look into GA4, go through pages and campaigns and tell you exactly where and why customers are leaving. |
Issue #7 — Analytics is not set up correctly (you are measuring the wrong things)
Without correct data you are optimising blind. Google Analytics 4 without properly configured event tracking will show you how many people came to the website — but will not tell you what they did there, where they left and why they did not complete the form.
Correct GA4 setup with Google Tag Manager (GTM) is the foundation of every conversion audit. If you want to go further and connect website data with automated campaigns, take a look at our analytics and automation solutions — there we explain how to set up measurement that truly reflects performance.
DIAGNOSIS: Log in to GA4 and check whether you have conversion events set up: form submission, phone click, chat initiation, add to cart and order completion. If you only see page views — you have no data for optimisation.
FIX: Set up key conversion events via GTM. Every click on a CTA button, every form submission, every click on a phone number must be trackable. Without this foundation any further audit is just guessing.
Issue #8 — Landing page does not match the ad (message mismatch)
This is a mistake that hurts twice — you pay for a click and then immediately drive the visitor away. The user clicks on an ad saying “Google Ads for e-shops — free consultation” and lands on a generic homepage. The brain gets a signal: “This is not what I was looking for.” The tab closes.
DIAGNOSIS: Go through every active campaign in Google Ads or Meta Ads and see where it links to. Does the page headline match the promise in the ad? Do you immediately see the content you promised in the ad?
FIX: Dedicated landing pages for each key segment or campaign. The page hero headline must mirror the wording from the ad. Start with campaigns that have the highest budget and the worst conversion rate.
Issue #9 — Missing or weak social proof at key moments
References on the “About us” page are safely hidden where nobody looks for them. The customer who is considering whether to write or call is at that moment on your service page or above the form. That is where they need reassurance.
DIAGNOSIS: Check whether reviews or case studies are placed directly next to your main CTA or above the form. Or are they hidden on a separate page?
FIX: Add a micro-testimonial (one sentence + name + position/company) directly below the main CTA button. On service pages show a relevant case study with numbers: what the client had, what we did, what was measured. Two sentences with a result are stronger than a paragraph of generic praise.
Issue #10 — Navigation distracts from conversion
A company website with full navigation works as a crossroads. But a landing page designed for conversion is a funnel, not a sieve. Every link that leads elsewhere is an escape route from the conversion path.
DIAGNOSIS: Count how many links in the navigation and footer of your main LP lead away from the conversion path. Each such link reduces the probability of conversion.
FIX: On dedicated landing pages, restrict or hide the main navigation. Keep the logo (ideally without a link to the homepage), phone number and one button. Return navigation to content pages and the blog — that is where it makes sense.
Issue #11 — Copy talks about the company, not the customer
Open the homepage and read the first paragraph. Does it start “We are…”, “Our company…”, “We specialise in…”? That is the classic company website trap. The customer is actually asking just one question: “What’s in it for me?”
Yet rewriting from the company perspective to the customer perspective is one of the cheapest conversion optimisations available — you just need to rephrase existing text.
| We last measured this with a B2B client: after rewriting the hero section from “We provide…” to “You will get…” the number of contact form submissions increased by 28% without a single change to the campaign. |
DIAGNOSIS: Count occurrences of “we”, “our” vs. “you”, “your” on the homepage. If the first group clearly dominates, you have rewriting to do.
FIX: Rewrite the hero section to speak directly to the customer. Instead of “We specialise in PPC advertising” use “We will reduce the cost per conversion of your campaigns — or we will tell you honestly.” The customer wants to know what your service will bring them, not what you are like.
Issue #12 — No reason to act now
People put off decisions. They are busy, they have twenty other tabs open and your website is “definitely interesting, but I’ll look again next time”. Next time does not happen.
“Urgency does not have to be a fake countdown or a garish banner. It can be contextual and credible. “We are currently taking on new clients, capacity is limited” is stronger than any artificial countdown.
DIAGNOSIS: Is there any reason on your page why a visitor should contact the agency or complete a purchase today and not next week?
FIX: “Add contextual urgency: availability (“we respond within 2 hours during business hours”), limited capacity (“we are currently taking on 2–3 new clients”), or a time-limited free audit offer. Anything that gives a legitimate reason to act now.
An audit is not a one-off task
Websites change, campaigns adapt, users behave differently than a year ago — and what worked in Q4 may not work now. A conversion audit is not a project with a completion date. It is ongoing maintenance, ideally once every 6–12 months or whenever you launch a new campaign or redesign a page.
The twelve points in this article are a solid foundation. If you want to go deeper — connect website data with ad performance, set up correct GA4 measurement or get an independent outside perspective — take a look at our website creation and optimisation services.
| Don’t want to go through 12 points on your own? We will conduct a conversion audit of your website and tell you exactly where you are losing customers. We will review GA4, go through pages and campaigns — and you will get a list of steps, not a generic report. |
