What are Conversion Blockers?

Answer

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 advice on how to address the issues. 

Note: Siteimprove checks the active landing pages every crawl.

Conversion blocker checks and severity

Accessibility Issues

• Input field has no description (High)
• Text area has no description (High)
• Select box has no description (High)
• Field label is not visible (High)
• Image with no alt attribute (High)
• Form control label is missing text (High)
• WAI-ARIA image is missing alternative text (High)
• Color contrast is insufficient (Medium)
• Linked image is missing alternative text (Medium)
• Language of page has not been set (Medium)
• No option to skip repeated content (Low)
• Image with empty alt attribute (Low)

SEO Issues

• Empty H1 tags (High)
• Missing H1 tags (High)
• Missing structured data markup (Low)
• Webpage has multiple title elements or no title element (Low)
• Webpage title is missing text (Low)

Performance Issues

• Slow page loading (Very High)
• Image larger than 1MB (Medium)
• HTML pages over 1MB (Medium)
• 301 redirects (Low)

Content Quality Issues

• Misspelling (Very High)
• Page not updated within the last year (Very High)
• Outdated documents (High)
• Outdated media files (Medium)
• Low word count (Low)

Link and Navigation Issues

• Broken link (Very High)
• Dead-end pages (Medium)
• Too many internal links (Medium)

Security Issues

• Unsafe domains (Very High)
• Links to unsafe domains (Very High)
• HTTPS available (Medium)

Technical Issues

• iFrame on page (Low)