10 Key Fixes to Optimise Your Funnel

This week, we’re switching gears from a traditional site review to a deep dive into actionable fixes you can implement to optimise your conversion funnel. Whether you're dealing with drop-offs in traffic, struggling to engage visitors, or just want to fine-tune your user journey, these 10 fixes will help get your funnel performing at its best.

1. Problem: Weak Call-to-Actions (CTAs)

Issue: CTAs are your final nudge to push users toward conversion, yet many sites hide them at the bottom of the page or make them unclear.

Solution: Make your CTAs bold, clear, and action-oriented. Test more engaging text like "Get My Free Demo" instead of the generic "Submit." Place them prominently throughout your page and make sure each one corresponds to the user’s place in the journey.

2. Problem: Slow Page Load Times

Issue: A delay of just a few seconds can cause users to leave your site before it even loads, leading to high bounce rates and fewer conversions.

Solution: Compress images, use lazy loading for media, and invest in a Content Delivery Network (CDN) to speed up page load times. Aim for load times under three seconds.

3. Problem: Confusing User Journeys

Issue: Visitors arrive on your site and aren’t sure where to go next. They may bounce or abandon the page due to unclear navigation or too many options.

Solution: Simplify your navigation and create a clear, linear path from landing page to conversion. Highlight the next step with obvious CTAs and minimise distractions.

4. Problem: Not Building Trust Early

Issue: Users are often hesitant to engage with sites they don't trust, especially if they’re unfamiliar with your brand.

Solution: Include trust signals—like customer testimonials, case studies, reviews, security badges, and clear contact details—on key pages, especially where you're asking for personal information or conversions.

5. Problem: Lack of Personalisation

Issue: Your funnel may be too generic, not speaking directly to the pain points of specific audiences.

Solution: Personalise your content based on user behaviour, demographics, or where they are in the funnel. Use dynamic content and segmentation to deliver targeted messages, improving engagement and conversion rates.

6. Problem: Poor Mobile Experience

Issue: More than half of web traffic comes from mobile devices, but many funnels are not optimised for mobile, leading to poor usability and drop-offs.

Solution: Ensure your entire funnel—pages, forms, and CTAs—are mobile-friendly. Use responsive design and test your funnel on different devices and screen sizes to make sure it performs well across the board.

7. Problem: Information Overload

Issue: Too much text, cluttered designs, or overly complex options can overwhelm users, making them hesitant to proceed.

Solution: Simplify your messaging and layout. Use bullet points, short paragraphs, and whitespace to break up information. Guide users step-by-step with digestible chunks of content rather than bombarding them with everything at once.

8. Problem: No Follow-Up After Initial Contact

Issue: You may be losing leads who didn’t convert on their first visit due to lack of follow-up.

Solution: Implement an email marketing follow-up sequence for anyone who abandons the funnel midway. Send them valuable content or incentives (like discounts) to re-engage them and encourage a second attempt at conversion.

9. Problem: Not Tracking Funnel Metrics

Issue: Without tracking your funnel’s performance at each stage, you can’t identify drop-offs or understand what’s working.

Solution: Set up proper analytics to measure each stage of your funnel. Look at conversion rates, bounce rates, time on page, and exit points. Use this data to continually optimise each section of the funnel.

10. Problem: Forms That Create Too Much Friction

Issue: Long or complicated forms can cause users to abandon their conversion. Too many fields, required information, or confusing instructions can all lead to drop-offs.

Solution: Simplify your forms. Only ask for the most necessary information. Break them into multiple steps if needed, and clearly indicate progress. For high-value actions like demos or trials, use shorter forms to reduce friction.

Conclusion

Fixing your funnel doesn't have to be complicated. Start with these 10 core areas—enhance your CTAs, improve speed, create a clearer user journey, and personalise where possible. Addressing even a few of these issues can make a significant difference in user engagement and conversion rates.

The key to an optimised funnel is continuous improvement—so keep testing, measuring, and refining!