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Visitors may leave without completing a useful task when a page is slow, a form is confusing, or the next step is hard to find. These problems can create conversion friction, but their impact varies by site and audience; no single fix guarantees a particular lift. Use the seven checks below to find and remove barriers to finding information, contacting a business, signing up, or buying.
1. Slow or unstable pages
A page that takes too long to respond, shifts while loading, or feels unresponsive can make a task harder to complete. Start by measuring representative pages rather than guessing which code is at fault. Google’s PageSpeed Insights reports performance information, while its guidance explains how page experience and Core Web Vitals fit into Search. Google Search Central says, “There is no single signal” for page experience, and good Core Web Vitals scores do not guarantee top rankings: Understanding Google Page Experience.
How to fix it
- Measure pages that support important tasks, such as a product page, contact form, or signup flow. Review real-user experience data where available, alongside lab diagnostics.
- Profile the actual bottleneck before changing code. Reduce unnecessary resources, compress and cache assets where appropriate, and check whether layout shifts or delayed responses interrupt interaction.
- Recheck the same pages after each change. Treat performance metrics as diagnostic signals, not proof that a change will produce a specific conversion increase.
2. Navigation that makes people guess
Visitors need to understand where information lives and how to reach it. Labels that are vague or inconsistent make people infer what a section contains, while a single route to important content can leave some visitors stuck. W3C’s Web Accessibility Initiative notes that “People navigate digital technology differently depending on their preferences, skills, and abilities.” Its guidance discusses different navigation strategies and the difficulty hierarchical menus can pose for some people: Interaction – navigating and finding.
How to fix it
- Use concise, familiar labels and keep them consistent between navigation, page headings, and links.
- Give important content more than one route where it makes sense, such as a hierarchical menu and on-site search.
- Make the current location and likely next action clear. Check that menus work with keyboard interaction as well as a pointer.
3. Controls and content that exclude keyboard or assistive-technology users
A flow can look correct while still being difficult or impossible to use without a mouse, or with assistive technology. Menus, filters, links, and forms all need to communicate their purpose and support the interactions users rely on. W3C describes keyboard-only and other interaction styles in its navigation guidance. Baymard also recommends keyboard-operable filters and adequate screen-reader context in its ecommerce accessibility guidance.
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How to fix it
- Use the keyboard to complete key flows: move through controls, open and close menus, apply filters, submit forms, and reach content beyond repeated navigation.
- Provide descriptive names and labels, meaningful page structure, and skip links that let people bypass repeated content.
- Combine automated checks with human review using a keyboard and assistive technology. A visual inspection or automated scan alone cannot establish that a complete task works for everyone.
4. Forms that demand needless work or explain errors poorly
Every unnecessary field adds effort, and a terse or misplaced error can leave people unsure how to proceed. In mobile checkout research, Baymard identifies redundant inputs, missing field descriptions, and deficient error messages as recurring usability problem areas. Its findings are checkout-focused rather than a measure of every kind of form: The State of Mobile Checkout & Form Usability.
How to fix it
- Remove inputs that are not needed to complete the task. Explain what each remaining field expects, including format requirements where relevant.
- Choose input behavior that suits the data being requested, especially on mobile devices.
- When validation fails, preserve the person’s entered values and put a clear correction message beside the affected field.
5. Feedback that leaves people unsure whether an action worked
After someone submits a form, saves a setting, or triggers another action, silence can make the result ambiguous. Helpful status and error messages let people understand whether an action succeeded, failed, or is still in progress. W3C includes guidance on error prevention and recovery in its form-related accessibility guidance.
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How to fix it
- Make success, failure, validation, and loading states visible and understandable.
- Associate an error with the relevant action and field so people can identify what needs attention.
- Use messages that explain what happened and, when possible, how to continue without confusion or disorientation.
6. Mobile layouts that hide the path forward
A homepage that fits a small screen does not prove that the whole task works on mobile. Navigation, search, forms, cart controls, and checkout can each introduce friction. Baymard’s mobile ecommerce benchmark covers 138 major US and European ecommerce sites; in that sample, 62% were rated mediocre or worse and 38% decent, with none rated good overall. Those figures describe that benchmark, not all mobile websites. Its mobile ecommerce usability research identifies navigation, on-site search, forms, and sitewide elements as areas for improvement. Related checkout research flags issues involving costs, shipping, account choice, and forms: The State of Mobile Checkout & Form Usability.
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How to fix it
- Test an entire task on a small screen, from finding the entry point through completion—not just the landing page.
- Keep key actions and relevant costs visible, and allow people to review and edit their inputs.
- Check that secondary controls and persistent interface elements do not cover the content or action needed to proceed.
7. Interruptions that obscure the main task
An overlay that appears as a page loads can cover content or controls before a visitor has oriented themselves. Google includes intrusive interstitials among page-experience considerations in its page experience guidance. Baymard advises against overlay dialogs on page load and notes that aggressive homepage ads can distract users in its website usability guidance. Its 2021 homepage research, as cited there, found overly aggressive ads on 59% of sites in that study; this is a dated, study-specific finding, not a current rate for all websites.
How to fix it
- Avoid immediate overlays that cover the page before people can reach its content or controls.
- Keep dismiss controls easy to find and operate, including by keyboard.
- Review promotions on small screens as well as desktop so they do not block the primary task.
How to decide what to fix first
Do not assume every issue has the same effect on conversions. Prioritize using evidence from your own site and weigh the reach and severity of a problem alongside the work and risk involved in correcting it.
- Task impact and severity: Does the issue block completion, or merely add a small detour?
- Reach: Which pages, devices, and user groups encounter it?
- Accessibility: Does it prevent keyboard or assistive-technology users from completing the task?
- Implementation risk: How much effort is required, and what could regress?
- Evidence: Is the issue visible in real-user data, or only in a lab test or a manual review?
Baymard’s desktop ecommerce benchmark reported in 2025 that 67% of desktop sites performed mediocre or worse, based on more than 50,000 UX performance scores across more than 130 leading ecommerce sites. This benchmark, like its mobile findings, describes ecommerce samples rather than websites generally: 10 Desktop Web UX Best Practices. Across industries, the available figures do not establish that a particular mistake causes a specific conversion-rate loss. Use measurements and task testing to determine what matters on your own site.
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