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What are Conversion Blockers?

Andrei Popa avatar


Conversion blockers are insights found regarding your Google Ads landing pages that can negatively impact paid search performance and ROI.

Landing pages are discovered using the Siteimprove to Google Ads integration. Conversions blockers are then identified using Siteimprove’s crawler technology for each landing page.

The results of these checks are presented on a Page report within Siteimprove Ads along with a business impact description and advise on how to address the issues.

The following checks are carried out on the landing pages in order to determine any conversion blockers.

Conversion Blocker Severity

Broken link

Very High

Misspelling

Very High

Image larger than 1MB 

Medium 

Outdated documents

High

Outdated media files

Medium 

Too many internal links

Medium

Low word-count

Low

Image with empty alt attribute

Low

Slow page loading

Very High

Page not updated within the last year

Very High

Empty H1 tags

High

Missing H1 tags

High

Color contrast is insufficient

Medium

No option to skip repeated content

Low

Input field has no description

High

Text area has no description

High

Select box has no description

High

Field label is not visible

High

Linked image is missing alternative text

Medium

Image with no alt attribute

High

Webpage has multiple title elements or no title element

Low

Webpage title is missing text

Low

Alternative text for the image is a file name

Medium

Form control label is missing text

High

Language of page has not been set

Medium

WAI-ARIA image is missing alternative text

High

Unsafe Domains

Very High

Dead-end pages

Medium

Links to unsafe domains

Very High

Missing structured data markup

Low

iFrame on page

Low

HTML pages over 1MB

Medium

301 redirects

Low

Https available

Medium

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