Shots are not all equal. Even ones that are "on target" can be poor shots in certain ways. You need to watch and analyze, not just look at a match total.
Bad shots and long shots can happen for a few reasons....
The Players: players can have PPMs or attributes that contribute to it. It really shouldn't be surprising if a player with poor Decisions consistently makes poor decisions in the final third.
Lack of Space: this is probably most common. Especially if you use a tactic that presses your side up in attack and compresses opposition space. There isn't a lot of space in or around the opposition box. Meaning you mean creativity or movement to create it. If you don't create space, you get players taking shots from distance or from low-percentage angles. Contested shots, which have a narrow shooting angle, are typically low percentage because the defenders have effectively cut down the places the ball can be put and the goalkeeper has a better chance of a save. Looking at analysis, that might look like a great opportunity because the player was in a good spot and had a shot, but the defensive positioning reduced the chances of it being a goal significantly.
Lack of Options: if players don't have adequate support, they may just take shots because what else can they do? It can be a lack of available options, meaning a parked bus is effectively blocking passing lanes. And sometimes it can just be the player being on attack duty so they aren't looking to bring others in - they are going for goal, like they are being asked.
Shots and conversion rates DEFINITELY are a tactical issue. You can't necessarily solve everything, but there are absolutely was to adjust things.