Without knowing your tactics, I can only give some general guidance. Here are some things to consider:
What are the primary goalscoring chances you’re creating?
Which player/s are primarily getting them?
Why aren’t they converting them?
Take the following example: Your attacking play primarily comes from the wings, with crosses from the wingers and wing-backs. The crosses are reaching the strikers head, but the striker is putting them off-target, or they are being saved.
In this scenario, your goalscoring chances are ‘crosses to the head’. So, let’s look at the player who receives these balls. What role is he?
If he’s a poacher, he may have great movement and footwork, but poor heading, in which case he’s receiving chances which should be converted (xG), but which he himself is ill-equipped to convert. Therefore, you either need to play a target-man, drive your crosses instead of floating them, or work the ball into the box with through-balls or close passing.
It is this sort of consideration you need to make.
Your screenshot shows you have a lot of possession, and lots of shots on target, but low xG comparatively speaking. Consider this: the more possession you have, the more players from the midfield are drawn into the final third to recycle possession. This means that midfielders, who have lower shooting attributes than your attackers, are spending more time closer to goal than average, and therefore it’s likely they are getting more opportunities to shoot in and around the area. Check to see how many of the shots you had in this game came from players other than your ST, AMR, AMC, and AML – you might find the MC and DM are more involved, so their shots are of lower quality, and taking shots from deeper than your attackers would, which are more difficult to convert. In this case, you may wish to command your team not to shoot from distance to reduce midfield long-range shoes, or reconsider your passing approach, playing more direct football so chances are created before your midfielders drift into those forward positions.
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