What are Conversion Blockers?

Modified on: Thu, 24 Mar, 2022 at 10:40 AM

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 5 days.

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Outdated documents	High
Outdated media files	Medium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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