Why is my mobile-targeted website having a low conversion rate?

[DAGNORAK]

Hello all, recently I’ve finished designing my site, I’ve been running Facebook ads but to no avail. The click through rate is good so I’m guessing people like the ad I’m running, (it is targeted) but when they get to site we have a low conversion rate and a low user click rate so they don’t seem to be clicking much on the site. The site is designed for mobile only really as this is the only people we target. It’s hard to review it myself as I created it so I’d have created it in a way I think looks best and functions best. If anyone could give me any tips to why people would not be staying on the site it would be much appreciated. Also site speed is instant but it’s rated only 60/100 on performance using Google lighthouse. Not sure why. Anyway yeah thanks for reading 🙂 www.DAGNORAK.com

[Masa_3 · Accepted solution]

Can't comment much on the conversion rate as I'm not an expert, but my humble opinion:
1. The "first visible screen" looks nice, but isn't particularly exciting to me. I would invest more time in here (eg. nice article explaining importance of good hero images)
2. Photos look great, but I'm slightly put off by the fact that I can see ton of models but not a single face. Feels "hollow".

As for Google lighthouse performance:
While the page loads fast, it's never "instant", it might feel "instant" for you with a strong internet connection, but someone checking the site from the subway with a poor connection might actually need to wait a moment. I assume you're not an engineer since the Google lighthouse explains it's findings in detail (although quite technically). One thing you can definitely do is to make sure that all your images are in the `.webp` format, you still have some as `.jpeg`.

[DAGNORAK]

Thank you this is actually very helpful, how do I make all images webp? 

[Masa_3]

Take the images you want in webp, run them through a converter, upload again. I'm sure there are many converters out there, feel free to choose whichever you prefer (example converter)

Glad I could be of help 👍

[DAGNORAK]

When I run them through the converter they actually grow in file size 

[Masa_3]

Funny 😄 Definitely don't use them if they are bigger size. Maybe bad converter, maybe bad settings for conversion. But perhaps it's just not a suitable solution for these pictures. After all "Google lighthouse suggestions" are "suggestions".