7 conversion killers quietly draining revenue from D2C sites.

What’s inside

1. 01

   Weak value proposition (and not being consistent)

   The ad makes a promise, the page does not back it up, and the visitor leaves. How to restore ad-to-page scent, match the message to the buyer’s awareness stage, and pass the 5-second test.

2. 02

   The trust and authority gap

   If your website does not earn trust, you might as well throw away half your customers. The full list of factors that move trust, and how to fix each one.

3. 03

   Above-the-fold fog

   Everything visible before scrolling is seen by 100% of your traffic, and no other part of the page has that reach. The five elements that belong there, plus the 5-second test protocol.

4. 04

   Friction: speed, forms, payments, logins

   Removing forced login before checkout alone has been worth $300k+ a year in our testing. Speed targets, checkout field audits, and the friction fixes that pay fastest.

5. 05

   Leaving money on the table post-purchase

   The moment someone buys is when trust and motivation peak. Order bumps, one-click upsells, and activation sequences that compound lifetime value instead of capping it.

6. 06

   No experimentation or measurement discipline

   Testing is how you stop guessing, and messy testing is barely better than none. The protocol, the pitfalls, and the low-traffic path if you are not at testing volume yet.

7. 07

   You don't know why people buy (or don't)

   The most important killer in the playbook, saved for last so you arrive with quick wins already banked. Three research methods with the exact questions to ask, because every other fix works better once this is in place.