16/10/2025 • Andrew Lowdon
Why Fixing Conversion Blockers Builds Long-Term Growth
CRO & UX Article
Introduction
Shoppers arrive on a site with intent. Some are browsing, others are comparing products, and many are ready to buy. Yet small blockers, from slow pages to unclear checkout steps, can be the difference between a completed order and an abandoned basket.
Many businesses respond by pushing for more traffic, but sometimes visitors do not guarantee growth. Without fixing the barriers that stop people from buying, additional traffic only magnifies the problem.
Real growth comes from improvements that build over time. These raise conversion rates, reduce acquisition costs, and strengthen customer relationships. Businesses that focus on this don’t just sell more in the short term; they also achieve long-term success.
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What Are Conversion Blockers?
Conversion blockers are the obstacles that get in the way of a shopper completing their journey. Some are easy to see, like a slow checkout or hidden fees. Others are less obvious, such as a returns policy that leaves people unsure about committing to buy.
In e-commerce, common blockers include:
- Checkouts with too many steps or unexpected costs
- Weak reassurance on delivery, returns, or data security
- Ads and landing pages that don’t match up
- Navigation or filters that confuse more than they help
- Mobile sites that freeze, lag, or feel clumsy to use
Even the smallest blocker can make a difference. What seems like a minor flaw to the business may be a deal-breaker for the shopper. Most won’t say anything; they simply leave. Each abandoned basket eats away at growth and makes it harder to scale conversions.
More Traffic Doesn’t Equal More Growth
When sales slow down, many businesses try to recover by driving more traffic. Yet extra clicks and impressions don’t guarantee growth. If blockers remain, more visitors only magnify the problem.
At the same time, ad costs on platforms like Google and Meta continue to rise. Without resolving the issues that stop shoppers from converting, each click delivers less value, and margins shrink, making growth more costly and harder to sustain.
As Andrew Lowdon, Strategy Director, explained:
“Every leak we have is wasted spend. Plugging those holes is way cheaper than just pouring more and more cash in, especially as ad costs rise. Profit won’t come from the first purchase alone – it comes from building revenue and retention from those customers.”
You can watch the full discussion in our webinar here
Fixing blockers changes the picture. Each visit delivers more value, conversion rates rise, and revenue grows faster than spend. Growth becomes scalable because it’s built on stronger foundations, not just higher ad budgets.
Framework That Transforms Blockers into Conversions
1. Identify Where Shoppers Drop Off
Generally, product or checkout pages with a lower exit rate of around 20% to 40% are ideal. When exit rates exceed this range, it often signals friction in the customer journey that could directly impact conversions.
To understand why shoppers are leaving, you need more than numbers. Session recordings let you watch real users navigate your pages, showing exactly where they hesitate, get confused, or click things that don’t work.
Heatmaps provide a visual overview of which parts of a page get the most attention, including where people click, scroll, or stop reading, helping you quickly identify problem areas.
Short surveys or quick interviews can also uncover the doubts customers won’t say out loud. You may embed a small survey directly on high-exit pages, like checkout or product pages. Then, ask 1–3 simple questions, e.g., “What’s holding you back from completing your purchase?” or “Is there anything unclear about shipping or returns?”
2. Prioritise High-Impact Journeys
Focus on where the traffic and the commercial value sit. That usually means checkout flows, top-selling product pages, and the main landing pages that capture paid traffic.
To prioritise effectively, first map the impact by looking at how much traffic flows through a page and how many potential purchases it influences. Most businesses that integrate Shopify into their sites can easily identify which products have a high impact because Shopify tracks product views, sales, and conversion rates in real time.
If a product page generates 10,000 visits per month and has a historical conversion rate of 5%, improving its load speed or simplifying the “Add to Cart” button could meaningfully increase revenue. Then weigh this against the effort required, considering the time and resources needed to make the change.
The priority should always be the fixes that offer the biggest return for the least effort.
3. Test with Confidence
Treat every change as an experiment, not a guess. The most reliable way to improve conversions is to start with a clear hypothesis and then measure the result.
Begin by writing down what you expect to happen and why. For example, “If we simplify the checkout form, more people will complete their order.” Then test one change at a time so you know exactly what caused the difference. If several changes are needed, run them in sequence rather than all at once.
Track meaningful metrics such as conversion rate, revenue per visitor, and signals like error messages on forms. Keep the test running until you have enough data to be confident in the result, instead of stopping too early.
Compounding Growth Effect
E-commerce growth rarely comes from one big breakthrough. It comes from a series of focused improvements that, when combined, deliver outsized results. This compounding effect is what turns efficiency into a long-term growth engine.
For example:
- Simplifying checkout increases completed orders by 1%.
- Adding reassurance on product pages increases conversion by an additional 2%.
- Improving mobile speed adds 3%.
Together, these changes deliver a 6% lift in conversion rates. Spread across thousands of shoppers each month, that increase quickly translates into meaningful revenue and profit.
The impact doesn’t end there. Higher conversion rates make every visit more valuable, which improves margins and creates room to reinvest in the shopping experience. Over time, this cycle builds stronger customer relationships, more repeat purchases, and growth that scales naturally.
We’ve seen this play out first-hand with clients:
- Stone Refurb, a retailer that refurbishes and resells computers to reduce e-waste, was facing a slowdown in growth. Their campaigns were solid, but blockers on-site limited their ability to grow. Through structured conversion testing, we achieved significant lifts: Clearer savings messaging increased conversion rate by 81%, while making pricing more transparent added a further 48%. Combined, these improvements unlocked an additional 35% in revenue from the same traffic.
- Stitch & Story, an online shop selling knitting kits and crafting supplies in the UK and US, was expanding quickly but faced structural and technical barriers that hindered its growth. We restructured their site, removed duplicate content, and enhanced product landing pages to establish a stronger foundation. On top of that, continuous conversion testing lifted performance even further, producing a 21% increase in conversion rate and an 82% rise in revenue during peak periods.
These results show how fixing blockers compounds over time. Each improvement adds momentum to the next, turning conversion optimisation into a long-term driver of scalable, profitable growth.
Fix Blockers and Build Growth That Lasts!
Conversion blockers don’t just reduce revenue today. They also slow down tomorrow’s growth. Fixing them makes every visit count. It gives shoppers a smoother experience and builds stronger customer trust.
At 43CN, we help e-commerce teams achieve this through practical testing, clear reassurance, and better shopping journeys. The result is simple. Your existing traffic turns into more revenue, and your site becomes a foundation for long-term growth.
Start removing blockers now, and results follow sooner. If you want expert support to make your site easier to buy from and to scale conversions with confidence, get in touch with us today.
