How to improve "Shots on target"?

So I'm looking at how I can improve my shots on target. My possession is reasonably high, and my total shots is reasonably high, with most other stats being about equal, give or take. But I end up loosing by 0-4 and one of the things I am looking at is to improve my shots on target.

It seems that whenever one of my players takes a shot, the defence/keeper is in the way, so is this just a case of different tactics? My opponent did have a higher player ranking so maybe that was the difference? It was only by about 1.4 though, so not that much I would have thought.

I'm interested to hear on different people's thoughts as I have noticed this stat being, what I would consider, too low for some time now and would like to find a way to improve it.

Cheers.

Try to find another STs, try to change the side they play, change the right to left and vice versa.
They are also player that play better with 2 strikers.

Quality 77.9 to 68.2
Possession 68% to 32%
Total shots 9 to his 11
Shots on target 5 to 3
Result 1-0
I go through strikers like tissue papers. Year after year. If one lets me down, GONE, get another. Left, right, left then right. No difference. Game sucks, that's all there is to it.