When people aren’t getting their ideal returns, or their ads are resonating but not converting, they often look to the ads themselves and assume something’s wrong. Often, it isn’t the ads.
It’s the website itself.
Factors such as landing page design, site speed, and checkout experience play a significant role in conversion rates.
Let’s dive into each and learn why they are so important.
Why Does a Website Affect Marketing Performance?
Because marketing brings people to your site, but your website is what turns them into customers. If the website is slow, confusing, or doesn’t answer the right questions, people leave, even if your ads are strong. There are many things to watch for when building a website, and numerous ‘optimisations’ that can be made; however, we have picked out the top 3 we believe are especially vital for your website and paid ads.
1. Landing Pages
Landing pages are essential, but people forget that.
Let’s say you are running an ad for an event planning service…
Some people want to book instantly. Others want to research first. What do you do?
Many businesses go to extremes:
Either the landing page is too short, or the page is too wordy and overwhelming.
The key is balance.
Make it easy for someone to click BOOK early, but for those who want more insight, features like testimonials, FAQs, and information can keep them on the page.
This is also where Generative Engine Optimisation comes in – something we at teclan have been looking into. AI search is starting to surface businesses based on how clearly they answer customer questions, their authority, and their trustworthiness.
This is how you should treat your landing page (even if AI wasn’t a factor). It should answer the relevant questions people NEED to know before booking. Not the random questions you think of, because maybe 1 in 100 customers might ask it. It should guide them through what they need to know and make booking an easy choice.
Consistent creativity also helps significantly, especially as it becomes increasingly essential in marketing as the technical side of things becomes more automated.
Pro tip: Look at landing pages that work for huge companies or famous converting landing pages. Don’t copy them; instead, identify what they all have in common and implement it.
Don’t have the time? No problem, get in touch with teclan and see how we can help you with your website.
2. Site Speed
Site speed is arguably the least exciting one because it’s technical rather than visual.
But it is one of the biggest deciding factors in modern e-commerce.
If your site even hesitates for a couple of seconds too long, people click off.
Even a one-second delay in loading can lead to noticeably fewer conversions.
Competition is higher than ever.
Internet shopping is rapid.
People have become used to instant results.
If something doesn’t load or grab attention within seconds, they swipe off.
This is especially apparent among businesses using older website platforms such as Sellerdeck. They simply aren’t fast enough. Modern design capabilities aren’t available, or they’re slow and time-consuming to implement. The number one move in that situation is not tiny optimisations and procrastination.
It’s getting a new website.
Yes, it’s a big decision. It can feel daunting.
You might ask:
“Why should I spend money making a new website?”
Picture your website like a physical shop.
A store that’s hard to navigate, outdated, and difficult to buy from. People leave.
Then picture a modern shop next door selling the same things. Structured layout. Easy to find things. Fast checkout. Fresh design.
Would you stay in the first one?
A slightly slower site doesn’t feel like a big deal until you realise how much money has, or can be lost over time.
3. Checkout Experience
Checkout is one of the easiest places to lose sales.
Many people make the checkout process a single long form.
But did you know multi-step checkouts often convert better? (make sure you have a progress bar!)
For example:
Step 1: Name and email
Step 2: Payment details
Step 3: Confirmation
It works because once someone starts, they feel more likely to finish. It links to the ‘Suck Cost Fallacy’.
Another essential is having multiple payment options.
The card is the norm.
But PayPal, Apple Pay, and Google Pay are no longer just a nice-to-have extra.
People are impatient now. Most people no longer carry wallets.
Apple Pay makes everything 10 times quicker. It removes the friction of filling out the card section or scrambling for your wallet.
A card-only checkout feels slow and, quite frankly, outdated (time moves fast!). Even small friction or milliseconds added here and there cost your business money.
Frequently Asked Questions
Why are my ads getting clicks but no sales?
Usually, because the website experience doesn’t match the ad. People arrive interested, but something is stopping them from completing. This could also be your offering.
What makes a landing page convert better?
Balance. Let people book quickly, but also include trust-building elements such as testimonials, FAQs, and clear answers for those looking for further information (and for AI awareness).
How important is website speed?
Massively. Even a one-second delay can reduce conversion rates.
What is Generative Engine Optimisation (GEO)?
It’s the process of structuring your website so that AI Models like ChatGPT see your business as clear, helpful, and trusted, which then promotes your business to users.
How can checkout improvements increase conversions?
Multiple payment methods and less friction make people more likely to complete the purchase.
