Anyone who has a business or company is focusing on creating content that is not only useful to users but also builds paths that lead to the famous conversion, that is, that leads to an action that can later be measured to become a potential opportunity of business.
Some actions may end up making it difficult for the lead to reach the registration form for conversion. Therefore, it is important to stick to practices to be corrected or implemented, optimizing the process and seeking more results.
Knowing the importance of this strategic analysis, we have separated some common mistakes that reduce conversion and some valuable tips to increase your results. Check out!
Main mistakes that reduce the conversion rate
If your conversion numbers are not satisfactory, some factors and actions may influence this result. Check out common practices that cause content to not perform well. Check out!
Absence of CTA
The Call to Action or Call of Action, in free translation, is an element used to encourage the user to perform an action. Impressing urgency and using imperative phrases, the CTA is a fundamental part of directing the lead through the different stages of the funnel in your SEO strategy.
To increase visibility and click-through rates, distribute CTAs across multiple points on the page — above the fold, middle, and end — adjusting the number based on the content size. Tests and CTA best practice guides show that repeating the same destination in different positions increases the chances of visitors seeing it and taking action.
Use pop-ups with UX and SEO criteria: Google recommends avoiding intrusive interstitials (overlays that make it difficult to access content), as they can harm organic performance in Search. Opt for discreet formats (smaller percentage of the screen, contextual timing, easy to close) and always test their impact on Core Web Vitals.
To be used properly, this element must be arranged
more than once on the page and in different ways, all attractive and organized. For example: on a blog, you can use CTA Banner in the middle of the content and, at the end, a CTA in gif to attract attention, but with the same direction as the previous one, but with a more objective phrase.
When not used, the user does not feel attracted or engaged to advance to the next steps and, ultimately, become a qualified lead or purchase a service and/or product.
Long and not very objective forms
To increase the list of qualified leads, it is necessary to apply forms that are efficient in capturing contact information and nurturing these leads. Without this information, the conversion rate tends to remain low, as few users are being fed content according to their stage in the sales funnel.
Disorganized, long and not very objective forms are big mistakes that harm data collection. That said, it is important to focus on quality and not size. With contact information, it is now possible to offer different content that leads to conversion. Therefore, to avoid creating landing pages that are not clear and objective, it is not at all attractive to have to deal with bureaucratic and huge forms.
Evidence suggests that more fields tend to reduce conversions, but the effect isn't perfectly linear: ideally, you should only collect what influences qualification and follow-up. A HubSpot analysis of 40,000 landing pages found a gradual decline as fields increased, and that certain types of fields (e.g., sensitive data) degrade performance. Prioritize what's essential and validate with A/B testing.
Image: Reasons that negatively impact conversion rates in digital marketing
Inadequacy of the sales funnel
Conversion is the final part of the sales process. Until that moment is reached, several other issues must be considered. Trying to skip steps to increase conversion is a procedure that only disqualifies and creates bottlenecks in the funnel. You need to understand the persona for whom the content is being created and offered, then analyze your journey map and adapt your creation to that user's needs.
If the potential customer is in wrong part of the funnel, this conversion is unlikely to occur, since the directions do not make sense with what he is looking for or with the pains he seeks to solve. It's like going into a store looking for notebooks and the attendant only shows you pens. It doesn't make sense and doesn't solve what the user wants, hence the importance of having well-defined people and content in the planning.
This study is essential for the most varied topics raised and products offered, whether ebooks, webinars, infographics or any material that can be offered during the nutrition and sales flow.
Not analyzing the famous AARRR metrics
Anyone who works with digital marketing strategies cannot miss the opportunities to analyze AARRR metrics, known as pirate funnel. It is an inverted pyramid-shaped organization divided into 5 stages: acquisition, activation, retention, referral and revenue.
At each of the five moments in the funnel, it is possible to obtain data and analyze it in a targeted way to understand points such as: strategy effectiveness, perceived problems, customer relationship with the product and/or service, cost value for capturing leads , among other valuable information to improve the aligned strategy.
The original AARRR formulation proposes the order acquisition → activation → retention → referral → revenue, which helps measure word-of-mouth before recurring revenue. The model's reference came from Dave McClure's presentations and is still widely adopted.
Do you want to increase conversion without first understanding the importance and what each of these items can inform? This is a much more difficult path to take.
Use only sales language
When we talk about conversion rate, it's not just about sales, but about gaining the lead's attention and positioning yourself as a useful element for that user. Instead of just offering products, you need to provide content that, in a gradual and targeted way, takes you from the consideration stage to acquisition.
When we enter a store and are bombarded with people offering products, it is likely to cause discomfort rather than attract attention in a positive way. The same happens when the potential customer only receives sales offers without the delivery of other types of content that can enrich their experience, acquiring new knowledge and creating a relationship of trust and credibility with the company.
Every company has the purpose of generating revenue and profit, however, it is what is done until that last moment that will guarantee or not the success of the strategy. This is using Content Marketing in the appropriate way.
Good practices to increase results
If your intention is to increase results and improve the user experience, in addition to correcting previous errors, there are more tools that can be implemented to offer a greater reach and, consequently, a greater conversion in accordance with your goals set for the company.
Knowing this, follow below some ways to highlight your content and better nurture your website or blog visitors. Check out!
Invest in copywriting
Interesting and informative texts are efficient ways of drawing the reader closer, offering, in a short space of time, the solution the user is looking for. By adapting your copy according to the personas, this resource can be an excellent alternative for optimizing content and connecting in the best way with your potential client.
Understand CRO and Heatmap
To increase conversion rates, a good practice is to analyze the Conversion Rate Optimization, translated as conversion optimization, and the heat map, that is, using tools to understand which parts of your website are receiving the most visits to understand what to explore within what you already have, also aiming to optimize the pages that are not being highlighted to provide greater circulation within the site.
In practical testing, heat maps (click, scroll, and movement) help identify areas of attention and distraction, guide the placement of CTAs, and prioritize testing hypotheses. Recent guides show how to identify high-value zones and navigation bottlenecks to inform optimization sprints.
With these two elements, it is possible to better understand what to do to convert more and get quality leads during the process.
Use resources such as Artificial Intelligence and Chatbots
In addition to optimizing internal processes, the implementation of Artificial Intelligence and Chatbot is key to increasing lead capture and conversion. With them, customer service is benefited, speeding up the process and ensuring that many people resolve their doubts and receive qualified referrals without the need to direct human work for such action.
Furthermore, with these two systems, it is possible to achieve other objectives, such as sharing content, capturing data and organizing information into an optimized flow. For these and many other reasons, AI is an element that can guarantee an increase in your conversions and, consequently, your results.
Chatbots can speed up customer service and qualification processes, and in some scenarios, increase conversions. However, users still tend to prefer humans for quick interactions, in an Intercom survey, only 15% preferred bots when given the option. Therefore, implement handoffs to humans, clear metrics, and controlled testing.
Schedule your page to feature eye-catching pop ups
Pop ups are messages that appear on the page while the user is browsing. It can appear when opening the website or at the time of closing, this is an alternative to get closer to potential customers and offer services that would not necessarily be seen at first.
The objective is to attract attention and offer interesting content so that the user is tempted to become a lead, offering their contact details in exchange for the material in question. The pop ups have a similar format to a landing, however, it is like a floating page on the website that can be dismissed. With eye-catching colors and text produced according to copywriting rules, this is a resource that can be well exploited to encourage the user to complete an action before abandoning the page, thus reducing the bounce rate.
Organize your strategy!
Did you see how different points can make all the difference when it comes to gaining leads and increasing your conversion rate? Now that you better understand how they work, try to apply each one of them in an organized and studied way to get the results you want.
Remember that one practice complements the other, so the more you adopt these methods, the greater and better the chances of achieving the desired conversions effectively.
Key Takeaways on Conversion: Conversion rates can drop due to common mistakes such as missing CTAs, long forms, misaligned sales funnels, sales-only language, and lack of AARRR funnel analysis. These issues push leads away and reduce business opportunities. To boost performance, best practices include persuasive copywriting, CRO and heatmap analysis, the use of AI and chatbots for customer support, and well-designed pop-ups. When applied together, these strategies optimize the user journey, reduce friction, and increase the likelihood of turning visitors into qualified leads and paying customers.
Do you want to delve deeper into the subject to excellently apply strategies that show results? Check out our content about “How to reduce bounce rate and increase conversions?” and understand how these two rates go together and are diametrically opposed to generate results. Don't miss it!
How to Increase Your Conversion Rate by Fixing Common Mistakes and Applying Best Practices
What are the most common mistakes that harm conversion rates?
The most frequent mistakes include missing CTAs, long and confusing forms, misaligned sales funnels, sales-only language, and lack of AARRR metric analysis. These errors disrupt the user journey, making it harder to turn visitors into qualified leads and real business opportunities.
Why does the absence of CTAs negatively impact conversions?
A Call to Action (CTA) guides users to the next step in their journey. Without visible and well-placed CTAs, visitors often leave without engaging further. To maximize clicks, CTAs should be repeated at the top, middle, and end of the page, with different formats but consistent messaging. This increases visibility and drives more action.
How do long forms hurt lead generation?
Lengthy, unorganized forms discourage users and reduce completion rates. The best practice is to ask only for essential details (such as name, email, and phone number) and leave additional information for later stages. Shorter forms create a smoother user experience and significantly improve conversion rates.
What is the relationship between the sales funnel and conversions?
Conversions happen only when content matches the user’s stage in the funnel. Leads in the awareness phase won’t respond well to bottom-of-the-funnel offers. Mapping the customer journey, aligning content with personas, and offering progressive materials like ebooks, webinars, and newsletters are key to driving conversions naturally.
Why are AARRR metrics important for conversion optimization?
The AARRR framework (Acquisition, Activation, Retention, Revenue, Referral) helps identify bottlenecks and opportunities at each funnel stage. Ignoring these metrics makes optimization guesswork. Tracking KPIs such as CAC, churn, LTV, and NPS ensures strategies are data-driven and aligned with business growth.
How to balance sales and content to boost conversions?
Relying solely on sales language repels users. Combining educational content with offers creates trust and credibility, guiding leads through the funnel. Content marketing builds authority and engagement, while sales-focused CTAs at the right moment close the deal effectively.
What best practices help improve conversion rates?
Some proven practices include persuasive copywriting, heatmap analysis, Conversion Rate Optimization (CRO) techniques, AI-driven chatbots for faster responses, and strategically timed pop-ups. Together, these tactics reduce friction, enhance user experience, and increase lead-to-customer conversions.
How do CRO and heatmaps help increase conversions?
CRO focuses on improving user experience to drive desired actions, while heatmaps show where users click, scroll, and interact the most. This data highlights high-value areas and weak spots on a page, guiding optimization decisions such as CTA placement and design improvements.
How do chatbots and artificial intelligence improve conversion results?
AI-powered chatbots provide instant, personalized responses, collect data, qualify leads, and reduce bottlenecks. They free human teams for complex interactions while automating routine queries. When integrated with CRM and marketing flows, chatbots increase efficiency and accelerate conversions.
Do pop-ups really help boost conversions?
Yes, when used strategically. Pop-ups offering valuable resources, discounts, or reminders can capture attention before users exit. To avoid hurting user experience or SEO, they should be contextual, easy to close, and non-intrusive. Well-designed pop-ups often reduce bounce rates and recover potential lost leads.
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