11 CRO Challenges to Be Aware of and How to Fix Them

1.You’re testing the wrong things (and it’s wasting your time)

Most A/B tests are about as useful as rearranging deck chairs on the Titanic. Swapping button colors? Nice, but that alone is not going to make much of a difference. 

Sure, some minor tweaks do make a difference (Google once tested 41 shades of blue on their ads and found a winner), but unless you have Google-level traffic, you need to focus on tests that actually make a difference.

The problem? Most marketers get trigger-happy with CRO without a solid strategy. If your checkout page has the emotional warmth of a tax form, no shade of blue will fix that.

Instead of fiddling with trivial elements, start with high-impact areas:

• Friction in the checkout process: Are you forcing users to create an account? Kiss 17% of them goodbye, because that’s how many shoppers abandon their carts for that reason alone.
  
  

• Unclear value propositions: If a visitor can’t tell within 5 seconds why your product is worth their money, they’re gone. Test different headlines, offers, and benefit-driven copy.
  
  

• Form fatigue: The average conversion rate for a landing page is 2.35%, but top-performing pages hit 10%+. What’s the difference? Often, fewer fields and clearer calls to action.
  
  

Stop treating CRO like a game of “Which shade of green converts better?” and start tackling the real issues—user experience, trust signals, and perceived value. Otherwise, you’re just spinning your wheels while your bounce rate laughs at you.

And to take CRO seriously, you need a tool that understands CRO from the ground up. And we bet you won’t find anything better than Fibr.

Via Fibr 

Built from the ground up for CRO, Fibr’s AI-powered A/B testing suite lets you prioritize high-impact experiments, like streamlining checkout friction or sharpening value propositions, so that you’re not wasting time on trivial tweaks.

2.Your traffic is a mess and it is ruining your data

You throw a house party and you invite toddlers, accountants, and hardcore ravers. Would you judge the party’s success based on a single playlist? Nope. But that’s exactly what you’re doing if you optimize your site without segmenting your traffic.

CRO is not merely a blind chase after higher conversions, it’s the process of increasing conversions from the right people. 

If 80% of your visitors are casual lurkers who had no intention of buying in the first place, no amount of button tweaking will turn them into paying customers.

Some common traffic issues that mess up your CRO efforts:

• High-volume, low-intent traffic:  If you’re running broad PPC campaigns that bring in curious clickers rather than serious buyers, your conversion rates will be artificially low.
  
  

• Mobile vs. desktop behavior:  Mobile users behave differently than desktop users, yet many businesses optimize for both in the same way. Mobile checkout abandonment rates hover around 85%—if you’re not testing a mobile-first experience, you’re missing out.
  
  

• Unqualified organic traffic: Ranking for SEO is great, but if your top blog post is “What Is SaaS?” and your product is an enterprise CRM, you’re attracting newbies, not buyers.
  
  

Segment your traffic. Look at the behavior of high-intent users: repeat visitors, cart abandoners, and those who spend time on pricing pages. 

Optimize for them, not the randoms who stumbled in from a clickbaity Facebook ad. Otherwise, you’re just trying to sell concert tickets to people who were never planning to go.

3.Your page speed is killing conversions

“The BMW website didn’t look, feel, or behave like a website built by BMW, where our brand is synonymous with performance. With speed. So we decided to rebuild our mobile website from scratch, to create a mobile site experience that would reflect what BMW represents. 

We had four goals for the new site. The first goal was speed. The second and third goals? Speed. Our fourth goal was to leverage our consumer insights to create a dynamic and resourceful marketing outlet.”

• Jorg Poggenpohl, BMW’s digital marketing head, shares his thoughts on the BMW site

if your website loads slower than a dial-up connection from 1999, you’re bleeding conversions. Even a one-second delay in load time will result in a massive drop in conversions, and if it takes longer than three seconds, most your your visitors will bounce before you can blink.

Customer reactions to slow e-commerce sites Via Unbounce

No one is waiting around to see if your hero image eventually loads in all its pixel-popping resolution. If your site takes longer to load than your competitors, you’re basically handing your customers over to your competitors.

Here’s what’s slowing you down:

• Bloated images: A single unoptimized image can add seconds to your load time. Compress them with tools like TinyPNG or WebP formats.
  
  

• Too many scripts: Third-party scripts (chat widgets, tracking pixels, etc.) add up. Audit and remove the dead weight.
  
  

• Server response times: If your hosting provider moves slower than a sloth, switch to a faster one or use a CDN (Cloudflare, AWS, etc.).
  
  

Back in 2008, Amazon found that every 100ms of extra load time cost them. Now, you’re probably not Amazon, but the principle holds—speed matters. Fix it, or your customers will bounce before they even see what you’re offering.

4.You’re ignoring the psychology behind conversions

The process of CRO also involves understanding why people do (or don’t) take action on your site. 

And too many businesses ignore this, focusing only on design tweaks without considering user psychology.

For example, if you bombard users with too many options, they’ll choose none. You need to simplify choices and guide them toward the next step. Trust signals like testimonials, security badges, and clear refund policies also reduce hesitation. If you’re asking for payment but don’t show any credibility markers, you’re losing sales.

Most importantly, urgency and scarcity work (but don’t fake it). “Only 2 left in stock” or “sale ends tonight” will drive action, but if people catch on that it’s artificial, you lose credibility.

A properly optimized page has to make people feel good about buying.

Via Fibr 

Fibr AI’s CRO agents excel at this. These agents read user behavior and suggest trust signals, like the right placement for testimonials or urgency cues, that resonate psychologically. Fibr’s agent LIV is particularly good at this as it is built for personalization.

5.Your copy is vague or boring

You could have the best product in the world, but if your website copy sounds like a robot wrote it, no one will care. 

And yet, so many businesses fall into traps like this:

• If your headlines require a second read to make sense, they’re too complex. Keep it simple and direct.
  
  

• Using fluffy, generic statements. “We help businesses grow.” Cool, but how? Be specific about the value you bring.
  
  

• If a visitor can’t tell within seconds what you want them to do next, they’ll leave. Every page should have a clear, action-driven CTA.
  
  

Your copy should answer three things quickly: What’s in it for the customer? Why should they trust you? What should they do next? If it doesn’t, it’s not working.

Via Fibr

Fibr’s A/B testing suite runs experiments on headlines and CTAs, to swap ‘We help businesses grow’ for ‘Cut CAC by 20% in 30 days’, while its AI suggests copy that clicks with your audience, all without any coding!

6.You’re treating CRO like a one-and-done thing

CRO isn’t a checklist item, it’s an ongoing process. Yet, many companies run a few tests, see some wins, and then stop optimizing. Big mistake.

Why? Because what works today won’t necessarily work tomorrow. User behavior changes, competitors adjust, and algorithms keep on refreshing. Your conversion rates will eventually decline when you’re not consistently testing and iterating.

Monitor user behavior consistently. Heatmaps, session recordings, and on-page surveys help you catch new friction points before they tank conversions.

And just because one version of a landing page won last year doesn’t mean it’s still the best option. Periodic re-testing is key.

You also have to stay agile. What worked in 2022 won’t necessarily work in 2025. Keep up with shifts in user expectations, design trends, and technology.

7.You rely more on best practices instead of actual data

“Best practices” sound great, until they don’t work for your business.

A lot of marketers follow generic advice like “use red buttons for urgency” or “always put the CTA above the fold,” but blindly applying these without testing them hurts conversions instead of helping. 

What works for one audience doesn’t necessarily work for another.

Here’s the smarter approach:

• Let data, not assumptions, drive decisions: Instead of copying what others are doing, use heatmaps, user testing, and analytics to identify what’s actually stopping conversions on your site.
  
  

• Challenge “universal truths”: Some studies say short forms convert better, while others say long forms do. The only way to know what works is by testing it yourself.
  
  

• Factor in audience intent: A SaaS free trial page will perform differently than an e-commerce checkout page. What works in one industry doesn’t always translate to another.
  
  

Best practices should be a starting point, not a rulebook. If you’re not validating them with actual user data, you’re flying blind.

8.You’re not personalizing the experience

When all of your visitors are seeing the same content, you’re missing opportunities to personalize messaging based on their behavior, location, or intent.

People expect personalization. If someone visits your pricing page three times, why are they still seeing a generic homepage banner instead of a targeted offer?

Here’s how you overcome this challenge:

• Show different messages based on visitor behavior. Example: If they’ve abandoned a cart, highlight a discount or free shipping offer.
  
  

• Segment email and retargeting campaigns. Someone who downloaded a whitepaper is at a different stage than someone who watched a product demo. Your follow-ups should reflect that.
  
  

• First-time visitors might need general info, but repeat visitors may be ready to buy. Adjust CTAs and messaging accordingly.
  
  

When you treat every visitor like they have the same needs, you lose conversions. Personalization, done right, has a big impact on engagement and sales.

Via Fibr

Fibr AI nails this. Its CRO agents create 1:1 landing pages, like a discount for cart abandoners or a demo CTA for pricing page stalkers, based on real-time behavior. 

Fibr also lets you use behavioral, intent-based, geographic, or UTM parameter targeting to reach the right audience at the right time. You also get to customize landing pages dynamically for every ad click, user behavior, or geographic location, so that each visitor sees the content that wants to see.

9.Your site feels untrustworthy (even if your product is great)

No matter how good your offer is, if your website doesn’t look credible, people won’t convert. Trust is everything in online transactions, and small signals make or break a sale.

If there are no testimonials, case studies, or reviews, visitors will assume no one is buying. That is why you need social proof.

Moreover, if your site looks like it was built in 2010, people subconsciously associate it with low quality. A professional, modern design signals credibility.

Make your business legit with detailed contact info, team bios, and a physical address if applicable. People hesitate to trust you when your “About” page is vague, or worse, nonexistent.

Want to improve trust fast? Add customer logos, media mentions, trust badges (like “SSL Secure” or “Money-Back Guarantee”), and real customer success stories.

10.You’re ignoring micro-conversions that lead to the big one

Not every visitor is ready to buy on their first visit. If your CRO strategy only focuses on the final sale, you’re missing out on all the smaller actions that lead to that sale, aka micro-conversions.

Some examples of micro-conversions are

• Signing up for a free resource 

• Adding a product to the cart (even if they don’t check out—yet)

• Watching a product demo video

• Clicking on the pricing page but not purchasing

If you track and optimize these steps, you’ll find out hidden friction points. Maybe users love your product demo but drop it off before signing up; why? Maybe they add items to their cart but abandon them at shipping; fix that.

When you focus only on final conversions, you miss all the opportunities to nudge people toward that decision.

11.Your mobile experience is an afterthought

More than half of web traffic is mobile, yet many businesses still treat their mobile site like a “mini version” of their desktop site. Bad move. 

Mobile users behave differently, and if your site isn’t optimized for that, you’re losing conversions.

Relation between a 0.1 second speed increase and average order value Via Deloitte

Clunky navigation is one of the biggest mobile-specific issues that kill conversions. If users have to pinch-zoom or struggle to tap buttons, they’ll leave. Slow load times is another big factor, mobile users are even less patient than desktop users.

Add poorly optimized forms to that list. If filling out your form on mobile feels like a chore, expect a high drop-off rate.

What’s the fix then?

Test your site as a mobile user first, not as an afterthought. Simplify forms, organize navigation, and make CTAs easy to tap. Mobile-first design isn’t optional anymore, it’s the standard.