Conversion Killers: 8 Customer Concerns Your Website Can Address Proactively

Your website’s conversion rate is the percentage of visitors who perform some “desired action,” like subscribing to a newsletter, signing up for a SaaS trial, or making a purchase from an eCommerce store.

A good conversion rate means your website is succeeding at the basics of selling. Its messaging is clear, it provides adequate trust signals, and it doesn’t confuse visitors with a complicated user experience.

On the other hand, a bad conversion rate often suggests that visitors encounter obstacles that create hesitation. Things like unclear pricing, missing product information, or a lack of brand credibility (among other factors) are common suspects.

We’ve spent years helping businesses fix these exact issues, and here’s what we’ve learned: your visitors are asking these questions whether you address them or not. The difference is that sites that answer them proactively tend to convert better. Way better.

In this article, we’ll walk you through eight major conversion killers that make people hesitate to reach out or commit to a purchase. We’ll show you how to tackle them effectively so your website works for you, not against you.

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1. Your Social Proof Is False

Nothing kills trust faster than fake, vague, or exaggerated social proof. If your testimonials sound scripted, lack details, or don’t come from real customers, visitors will see right through them and bounce.

The good news is that authentic social proof works. Websites that feature customer reviews see a 67% higher conversion rate than those that don’t. But it only works if people believe it.

Here’s How to Eliminate This Conversion Killer

1. Use real testimonials.
   Ditch the generic “Great product!” and showcase detailed reviews that highlight real experiences, results, or benefits.

2. Feature video reviews.
   Seeing and hearing a real person talk about your brand adds credibility. Even a simple phone-recorded video can work wonders.

3. Show third-party ratings.
   Trust is stronger when reviews come from platforms like Google, Trustpilot, or G2. Link directly to them so visitors know you’re not cherry-picking.

4. Make it specific.
   Instead of “Helped my business grow,” a review like “Increased my website traffic by 40% in three months” is far more compelling.

5. Display social proof prominently.
   Put it where visitors make decisions: near CTAs, product pages, or your homepage.

Real-World Examples

Real Estate Skills, a company that offers real estate investment training, nails this approach with video testimonials on their homepage.

Clients share their experiences, how the training helped them, and the results they achieved. Seeing real investors talk about their success makes the brand more relatable and trustworthy.

Source: realestateskills.com

Another example is Hostinger, a brand providing website hosting service, which reinforces trust by showcasing third-party star ratings on their web hosting landing page.

They display their rating scores from platforms such as Google, Trustpilot, HostAdvice, and G2. Additionally, they feature sections where they showcase selected excerpts pulled directly from those platforms. This transparency reassures visitors they’re making a solid choice.

Source: hostinger.com

Source: hostinger.com

Remember: authentic social proof isn’t just about having reviews but also about making them believable, detailed, and easy to find.

2. Your Product Won’t Meet Their Needs

Empty promises and generic benefits won’t convince anyone to buy. If visitors aren’t convinced your product is right for them, they won’t stick around.

This usually happens when your value proposition, unique selling points (USPs), and website copy are too vague. If people can’t immediately see how your product benefits them, they’ll move on.

The key is to focus on relatable, benefit-driven messaging. Instead of listing features, highlight outcomes. Show how your product saves time, money, or effort, and back it up with specifics.

Here’s How to Eliminate This Conversion Killer

1. Make your value proposition clear.
   Don’t just list features but explain how they solve real problems. Instead of “AI-powered analytics,” say, “Get accurate insights in seconds without manual work.”

2. Use specific, relatable benefits.
   Instead of “Save time and money,” say, “Cut payroll costs by 30% with automated invoicing.”

3. Speak to your ideal customer.
   Use language that resonates with them. Are they startups, busy professionals, or students? Make your messaging feel personal.

4. Show proof.
   Include measurable results, case studies, or comparisons to help visitors visualize the impact.

5. Let visitors experience your product.
   A free trial, demo, or interactive preview builds confidence and reduces hesitation.

Real-World Examples

Somewhere, a remote employee outsourcing platform, does this exceptionally well.

Their website clearly states how skilled their talent pool is and highlights the cost savings of hiring through their platform. By addressing the two biggest client concerns (quality and cost), they make their value crystal clear.

Source: somewhere.com

Source: somewhere.com

StudyX, an AI-powered homework assistant, takes it a step further by letting visitors try the product for free.

Their homepage features a core functionality preview, giving users limited access to their AI assistant. This hands-on approach reassures potential customers that the service works before they commit.

Source: studyx.ai

The takeaway here is that clarity sells. If visitors don’t instantly see how your product benefits them, they won’t convert. So, keep your messaging specific, relatable, and results-driven.

3. Your Service Has Hidden Fees

Few things frustrate customers more than unexpected costs. If someone gets to checkout and sees surprise fees, they’re far more likely to abandon their purchase.

Transparency isn’t just good ethics but good business as well.

So, be upfront about pricing. Clearly outline all potential fees and provide tools that help customers estimate costs before they commit. This builds trust and eliminates the guesswork that often leads to cart abandonment.

Here’s How to Eliminate This Conversion Killer

1. Be upfront about pricing.
   Display total costs clearly before customers have to enter payment details. Include service fees, taxes, and any additional charges.

2. Use a pricing calculator.
   Let customers estimate their total price based on their specific needs. This prevents sticker shock later.

3. Break down costs visually.
   A simple, easy-to-read pricing breakdown builds trust. Avoid fine print that makes fees hard to find.

4. Highlight what’s included.
   If your price is higher than competitors, explain why. Listing included features helps justify costs.

5. Offer money-back guarantees or no-surprise policies.
   A clear refund or pricing guarantee reassures customers they won’t be hit with unexpected charges.

Real-World Example

CodaPet is an in-home pet euthanasia service that sets the gold standard for transparent pricing.

Their website features a tool where customers enter their pet’s size and location to see available veterinarians and the exact costs of each service. This eliminates any uncertainty about pricing before booking, reducing hesitation and building trust.

Source: codapet.com

This proves that clear, upfront pricing prevents lost sales. When customers feel confident they know the full cost, they’re far more likely to convert.

Making It Easy to Sell Online Businesses
Flippa provides owners and investors with the tools and expertise to sell

4. They Don’t Understand What Your Product Does or How it Works

If visitors don’t quickly grasp what your product does or how it helps them, they won’t stick around to figure it out.

Clarity is key. Even the most advanced solutions need simple, digestible explanations to drive conversions. But here’s the catch: different people learn differently. Some prefer watching videos, others want to read step-by-step guides, and some just need a quick visual walkthrough.

The key is to offer customers multiple ways to understand your product.

Here’s How to Eliminate This Conversion Killer

1. Use explainer videos.
   A short, engaging video showing your product in action is often more effective than paragraphs of text. The optimal length for an explainer video is 60–90 seconds with a clear problem-solution format.

2. Create step-by-step guides.
   Written tutorials or FAQs help customers understand features and eliminate confusion. Make them easy to scan with headings and visuals.

3. Show, don’t just tell.
   GIFs, screenshots, and interactive demos can be more effective than text-heavy descriptions. Let users see your product in action.

4. Write in plain language.
   Avoid jargon. Speak to your audience as if you’re explaining the product to a friend.

5. Provide use cases.
   Show how different types of customers benefit from your product. Case studies or real-world examples make your solution more relatable.

Real-World Example

Topview is an AI-powered video editing service that makes it easy for potential customers to understand its value.

Their website features explainer videos and blog posts that walk users through how the platform works and how it can help them create professional-quality videos with ease. This educational content reduces hesitation and builds confidence in their service.

Source: topview.ai

Source: topview.ai

This approach makes it effortless for visitors to understand your product. Whether through videos, guides, or interactive demos, clear explanations remove doubts and drive conversions.

5. Your Pricing Is Confusing

Unclear pricing is a major conversion killer. If customers have to guess how much they’ll pay or struggle to understand what’s included, they’ll hesitate or leave altogether.

This is proven by research that indicates that making your prices clear and understandable can increase conversion rates by 48%.

Here’s How to Eliminate This Conversion Killer

1. Make pricing visible and simple.
   Display the cost upfront, without requiring users to click through multiple pages to find it.

2. Break down costs clearly.
   Show what’s included at each price point. If you offer different tiers or customizations, clarify the differences.

3. Avoid hidden fees.
   Be upfront about taxes, shipping, or additional charges so customers aren’t surprised at checkout.

4. Use a pricing table.
   A side-by-side comparison helps customers quickly see what they get at different pricing levels.

5. Reflect changes in real time.
   If customers can customize products or services, update the total price instantly as they make selections.

Real-World Example

Mapiful, designing and selling custom maps and posters, makes pricing transparent and dynamic.

Their design tool lets customers personalize their products while displaying the price at all times. If a user adds an upgrade, the total cost updates instantly. This ensures there’s no confusion about how each choice affects the final price, making the buying process smooth and stress-free.

Source: mapiful.com

This strategy demonstrates how clear, upfront pricing removes uncertainty and builds trust. When customers know exactly what they’ll pay, they’re far more likely to complete their purchase.

6. Your Delivery Dates Aren’t Accurate

Few things frustrate customers more than expecting their order on a certain date, only to have it arrive late.

Unclear or inaccurate delivery timelines create doubt, which can lead to abandoned carts. Reliable shipping information, on the other hand, helps build trust and boosts conversions.

So, set clear expectations and provide real-time updates. Use tools that calculate delivery dates based on order details and keep customers informed every step of the way.

Here’s How to Eliminate This Conversion Killer

1. Provide estimated delivery dates upfront.
   Don’t make customers guess. Show estimated arrival times before they reach checkout.

2. Use a delivery calculator.
   Let customers enter their location to get an accurate shipping estimate based on their address and chosen shipping method.

3. Offer multiple shipping options.
   If possible, provide express, standard, and economy options so customers can choose what works best for them.

4. Be transparent about delays.
   If an item might take longer due to demand or location, state it clearly instead of overpromising.

5. Send real-time tracking updates.
   Keeping customers informed after purchase reduces anxiety and increases satisfaction.

Real-World Example

MOO, a platform for dressing and selling promotional products and branded merchandise, makes delivery expectations crystal clear.

Their website features a cost and delivery calculator, allowing customers to input their order size, location, and delivery preference to get an exact estimate of when their shipment will arrive. This level of transparency removes uncertainty and helps customers feel confident about their purchase.

Source: moo.com

Accurate, upfront delivery information eliminates hesitation. By providing accurate delivery estimates and keeping customers informed, MOO builds trust and ensures a smooth purchasing experience, turning potential frustration into satisfaction.

Making It Easy to Sell Online Businesses
Flippa provides owners and investors with the tools and expertise to sell

7. Your Returns and Refund Policy Is Unclear

A vague or hard-to-find return policy creates doubt and hesitation. Customers want to know that if something goes wrong, they won’t be stuck with a product they don’t want.

A clear, transparent return and refund policy can increase trust and reduce purchase anxiety. The key is to ensure that customers know exactly what to expect if they need to return or exchange an item. This practice ultimately improves conversion rates.

Here’s How to Eliminate This Conversion Killer

1. Make your policy easy to find.
   Don’t hide it in the footer. Place it where it matters, such as on product pages, checkout screens, and FAQ sections.

2. Use simple, straightforward language.
   Avoid legal jargon. Clearly outline how returns work, what’s eligible, and any time limits.

3. Be transparent about fees and conditions.
   If restocking fees or return shipping costs apply, state them upfront to avoid frustration later.

4. Offer a hassle-free return process.
   Provide prepaid return labels or easy online return requests whenever possible. The simpler it is, the more likely customers are to buy.

5. Turn it into a selling point.
   A generous return policy, like “30-day no-questions-asked returns,” can be a trust booster that sets you apart from competitors.

Real-World Example

Contrado, a print-on-demand service, ensures customers never have to hunt for their return policy.

Each of their product pages features a dedicated section explaining returns and refunds in clear terms. Instead of forcing customers to hunt through multiple pages or FAQ sections, they put this crucial information right where customers need it – at the point of purchase.

They explain exactly what qualifies for returns, how the process works, and what customers can expect regarding refunds.

Source: contrado.com

This proactive approach eliminates uncertainty and reassures customers before they buy.

8. There’s No Visible Customer Support

When customers can’t easily find help, they’re more likely to leave frustrated and empty-handed. As a matter of fact, 33% of customers would consider switching companies after just one bad support experience.

If visitors don’t know how to reach you, they might assume you’re unresponsive or unreliable, which kills conversions.

Here’s How to Eliminate This Conversion Killer

1. Make support instantly accessible.
   Offer multiple contact options like live chat, email, and phone, and display them prominently.

2. Use a persistent live chat button.
   A floating chat icon on every page ensures visitors can ask questions without digging through menus.

3. Offer quick self-help resources.
   A well-organized FAQ section or knowledge base can solve common questions before customers need to reach out.

4. Display response times clearly.
   If support isn’t 24/7, set clear expectations on when customers will get a reply.

5. Personalize support where possible.
   Chatbots can handle basic queries, but human agents should be available for more complex concerns.

Real-World Example

Peloton, a fitness and cardio equipment brand, ensures customer support is always within reach.

No matter where visitors are on their website, a floating live chat button remains in the lower right corner. This allows potential buyers or existing customers to get help instantly with a single click, reducing frustration and increasing confidence in their purchase.

Source: onepeloton.com

Keep in mind that visible support isn’t just about solving problems but also about building confidence. When customers know help is readily available, they’re more inclined to proceed with their purchase. Make it clear that you’re there to support them before, during, and after their purchase.

Final Thoughts

Every visitor who lands on your site is carrying a mental checklist of concerns. They might not consciously think about each one, but these doubts influence their decision to stay or leave.

But now, you’ve got the blueprint to address these concerns proactively.

Start small. Pick one or two areas where you know your site could be clearer, more helpful, or more transparent. Make those changes, measure the results, and build from there.

And remember: every concern you address is a conversion waiting to happen.

Making It Easy to Sell Online Businesses
Flippa provides owners and investors with the tools and expertise to sell