50 Ways To Increase Website Conversion Rate

November 01, 2017

50 ways to increase website conversion rate


Conversion to purchase is a big focus for most businesses. If you are struggling with low conversion rates or you want to simply try to increase yours, there are a variety of ways you can do it. Here are 50 of our favorite ways to increase your website conversion rate:

  1. Use Proof: Did you know that using proof can dramatically increase conversion? When proof was added to their home page, voices.com saw a 400% conversion rate boost. People like to see eveidence for the claims made by a brand.
  2. Clarify the Value: Your copy needs to highlight the value of your product or service. Don’t just tell customers about what it is that you sell – tell them why it’s important and will matter to them. Finding their business pain and showing how you hold a solutions is one of the most effective ways to do this.
  3. Avoid Hype: “Salesy” speech seems spammy and most customers are keen to catch it. Don’t try to hype up your product, stick with honesty and write with your customer in mind.
  4. Define Buyer Personas: Do the work to find out who your top customers are and what they want/need from your company. Don’t assume you know your audience. Increase your conversions by really appalling to the customer’s desires in a way they will respond to.
  5. Match Your Reading Levels: Keep your copy in-line with the reading level of your target audience. If you aren’t sure, use a readability score to ensure the copy isn’t too obscure or simple for your visitors.
  6. Offer Your Own Research: Do your own studies in order to offer proof for your industry that other sites want to link back to, making you an authority in the eyes of both your audience and Google SEO algorithms. This may require a lot more work and thought on your part, but it can prove invaluable in increasing your position within the eyes of your audience. Using your own proof along with other resources from industry authorities can really help convince your audience of the truth of your claims. Make sure your evidence is reliable and thorough to really be valuable.
  7. Include Live Events: Live podcasts and webinars are great ways to get the attention and increase the conversion of your audience. Live events force a crowd to attend and listen to your message, just make sure you are including value that makes the event well worth their time. Intuit used this tactic of live virtual events and experienced a 211% boost in conversions.
  8. Offer Live Chat: Not only can live chat sessions give your audience a chance to engage with your content and message, live chat assistance can offer immediate answers for those who are on the verge of conversion. Many consumers who abandoned carts cite being unable to find answers about their purchase as one of the top reasons for not completing their purchase.
  9. Write Better Headlines: Content needs to be crafted around headlines that are well thought out and catchy. A headline should be short, since many people only read about seven words before skimming. Many people only read the first few words and the last few words of a long headline. You need a headline that also stands out in search engine results. Test your headlines to see what kinds are getting the most clicks and work to craft headlines that are more and more enticing.  
  10. Follow Through with Content: You don’t want to promise content that you can’t deliver. If your headline is clicked, then your audience is looking for information that is in line with that headline. Don’t just look at your click rate, though, look at what content is keeping people on the page and converting them through your CTA (call to action). You want a high number of clicks with a low number of bounces to ensure the quality of your content is matching the quality of your enticing headline.
  11. Use Dedicated Landing Pages: Your PPC ad should line up with a landing page that is specifically designed to fit that copy and headline. You don’t want users clicking through only to feel as if the message doesn’t align with their initial need.
  12. Create Tunnel Vision: Don’t let visitors get sidetracked on your landing page; create a page that is clear of all distractions. Remove your navigational menu, additional copy and other CTAs, focusing on the reason they chose to click-through that PPC ad.
  13. Use Thank You Pages: Once a conversion takes place (your book is downloaded or a contact signs up), take the opportunity to thank them, provide additional information and then include a “next step.” This page can help your lead know what to expect next (where can they get the content? How long will the coupon code take to arrive? Do they need to opt in through the list? Etc.) and it also gives you a chance to point them to the next article, product or page that may further them along in their buyer’s journey.
  14. Don’t Push for Premature Conversions: Asking for a sale or signup too soon will hurt your message. When Zurb took off the signup button from their client’s home page, signups actually increased by 305%. Signups are much more likely to occur after the client has had a chance to engage with the site and see how the products work.
  15. Create Content for the Research and Discovery Phase: Many websites are centered around conversion or introduction. This means that sites are mostly crafting messages for those new leads at the beginning of the sales funnel and the leads that are ready to convert near the end of the sales funnel. Make sure you focus a good amount of content on the middle-of-the-funnel leads that are still in the research and discovery phases. You want to include case studies, statistics, research and facts that can help move people down the funnel towards conversion.
  16. Offer More Content to the End-of-Funnel Visitors: Free trials and demos can be included within your blog posts or product pages for those who are nearly ready to finish their conversion process with a purchase.
  17. Compare Your Competitors: Offer a page that focuses on what sets your company and products apart. Don’t shy away from pointing out what else is available – just prove your value. This content doesn’t need to be overly detailed and may incorporate real customer reviews and comparisons for additional support.
  18. Make Your Website User-Friendly: Low conversion rates can often be due to a site that is not easy to navigate. Make sure your site is intuitive and your visitors have no problem finding what they need. You want a website that loads fast, is optimized for mobile and is easy to navigate in order for optimal conversion rates.
  19. Improve Navigation: Just adding a navigational menu improved Slideshop.com’s conversions by 34%. Follow “best practices” for usability so that simple
  20. Offer a Website Search Box: Make sure you have a search box on the website and then check to see what visitors are searching for. This will help you determine what content should be on the home page or featured on various pages. It also might help you gain further insight into website flow issues that could be resolved for a better customer experience.
  21. Show Images and Suggestions in Search: Don’t force visitors to search blindly. BrickHouse Security increased conversion rates when it began including textual results as shoppers entered terms in the search window.
  22. Show Product Videos: Show your products in action. Video is a great opportunity to capture the attention of your audience and show off your products in the ways text and photos simply can’t. When Ice.com used product videos, they reported a 400% boost in sales.
  23. Create Short Videos: Whether you are making product videos or just catchy movies to increase engagement, keep your videos short and to-the-point. You want your audience to stay engaged, your page to load quickly and to increase the likelihood of social media shares for additional exposure. Think Vitamin changed their 5:50 tutorial video out for a brief 50-second overview of their product and increased conversions by 24.4%.
  24. Find Out Where Traffic Comes From and Focus There: You should track where you are getting the most leads and then post content specifically for that platform. You may find that LinkedIn, Facebook, Twitter, Instagram, Pinterest, Google+ email, search engines finding your blog pages or even Snapchat are where most of your audience is funneled in from. Every platform is going to have a specific type, length and kind of content that is most converting and enticing for that audience, so know it and focus on creating more of it.
  25. Provide and Feature Security: Offering Paypal as a checkout option is one way to help users feel comfortable with the reliability of your site. OrientalFurniture.com used a security seal that stated their guarantee of purchases up to $500 and then offers up to $10,000 of protection in the case of identity theft from their websites. They also promised to cover up to $100 if the retailer dropped the price. This simple seal and promise increased conversions by 7.6%.
  26. Feature Reviews and Testimonials: Make sure you start by encouraging your customers and brand fans to leave stellar reviews on Google+ and Facebook. Word-of-Mouth recommendations are one of the most influential forms of advertising (and arguably #1 on the list). When Figleaves included reviews on their site, they improved their conversion rate by 35%.
  27. Create Testimonial Videos and Quotes: When WikiJob used testimonials on their site, they saw an increase in conversion of 34%. Highlight key reviews and testimonials throughout your site to provide your visitors with another kind of proof as they explore your content.
  28. Include Client and Customer Logos Prominently: Make sure your happy customers are promoted in a very visible place, especially if you are a B2B company. Logos are a vey quick and efficient way to communicate the importance of your brand (if they are attached to you, then they support your claims). Neil Patel experienced a 10% drop in conversions when he removed the grouping of customer logos from his home page.
  29. Take Better Pictures: More product pictures of staged products and products in use can help your customers see what they are getting. The more people can see aspects of the product, the size and imagine using it themselves, the more likely they are going to be converted. Use a professional photographer who will be able to help provide great lighting, clear images and a cohesive look.
  30. Personalize the Layout: Are you using intelligent design to convert customers? Marketing is no longer a one-size-fits-most approach. Amazon is an example of a website that effectively uses customer data to determine the homepage images and links. They have a section of recommended products and previously viewed products based on past navigation in order to most appeal to the interests and needs of the individual visitor.
  31. Differentiate Your Contacts Lists: To most appeal to your contacts and increase conversions, make sure you are personalizing your email strategy. Define your contacts by where they are at in the sales funnel, where they are located, what they are after (position in the company or business pain) and what content they have already responded to.
  32. Alter the Wording of CTAs: Your CTAs (calls to action) may benefit from a change. Text Magic switched their button text from “Buy SMS Credits” to “View SMS Prices” and their conversions improved by 37.6%.
  33. Reduce the Hoops: Customers commonly back out when signing up or purchasing takes too long. By reducing the fields on their form from 11 to 4, ImageScape was able to increase form submission by 160% and conversions by 120%. If you do need several fields, make the majority of them optional for those who are in a hurry; you can always ask for more information down the road.
  34. Speed up Checkout: Offer a guest checkout option so that people can start the checkout process without signing up. You can also offer a point after the sale is submitted where they can enter a password and save their information for the next visit. This allows your customers to convert without distraction and then join your database for a continud relationship.
  35. Use Intelligent Forms: Track the information your visitors have already entered so they aren't wasting time by jumping through unecessary hoops. Future forms should ask them to fill in the fields that you already know (but do offer them an edit option just in case something has changed).
  36. Clarify Costs: Don’t make users wait until they are entering payment information to see shipping costs and fees. Be very upfront about shipping and allow users to enter their coupon codes so they actually know the prices before checking out. Many carts are abandoned when users find out the costs are higher than anticipated.
  37. Offer Free or Cheap Shipping: Online shoppers are never excited about paying for shipping. Increase conversions by offering free shipping deals or even free shipping after a certain price point. Use free shipping as an enticement for customers to stay loyal by earning points or purchasing monthly.
  38. Offer Faster Shipping: When SmileyCookie promoted next-day shipping (ships out next business day), they increased sales by 41%.
  39. Feature Real Customer Photos: Instagram is a great place to repost customer images. Include your most recent posts along the bottom of your website homepage so that people can see the products in real life and the people who are using them. Consider reaching out to influencers to increase your audience and impact by offering them free or discounted products in exchange for their honest review.
  40. Avoid Stock Photos: Stock images are generic and feel fake. Use your own pictures or pictures from real customers throughout your site to help boost conversions.
  41. Use Action Words: From your headlines to your CTA buttons, you want content that encourages action. L’Axelle found that a new take-action approach to copy performed 93% better when they changed “Feel fresh without sweat marks” to “Put an end to sweat marks.”
  42. Break up Your Text: Big blocks of text are overwhelming and uninteresting. Use short sentances, short paragraphs, subheads and bulleted lists to help make points more engaging and get readers to spend time on your content.
  43. Keep Conversion Elements “Above the Fold”: A computer screen or mobile device will only show so much information before the visitor is required to scroll. Try to keep important information higher so that your reader is impacted immediately and stays engaged.
  44. Build Credibility: You can increase conversions with anything that will help prove and express your business’s credibility. Include a phone number and address so people know they aren’t dealing with a phantom company. Don’t make false claims. Use social listening tools to help you respond to public customer complaints with great customer service.
  45. Show Your Team: Showing headshots and overviewing the team can go a long way in showing there are people that stand behind the brand.
  46. Show Subscriber and Follower Counts: Showing the numbers can help prove credibility and reduce the feeling of risk.
  47. Allow Users to Rate Products: Encouraging your customers to review products can help future leads know what they are buying, what any downsides may be and feel more comfortable with making their purchase. You will always have control to remove inaccurate, unhelpful or inappropriate reviews.
  48. Offer Easy Refunds: People get nervous about shopping online because they can’t see, test or try the product. A guaranteed refund if the customer is not satisfied will increase sales by making the customer feel secure in their purchase.
  49. Use Tasteful Design: Most business owners feel as if many of their website elements are important and fault on wanting everything to “pop.” There has to be a hierarchy of elements or the page is too overwhelming. Really think about where you want your visitor to look or what you want them to do next. All actions are not equal and neither are all parts of the copy, CTAs, buttons or imagery.
  50. Test, Test, Test: You want to keep analyzing, changing and reviewing your different approaches to increase conversions. What works for one industry, audience, brand or niche may not work for another. During one time of the year (holidays or summertime) one approach may work better than another (generosity, efficient copy, emotionally charged content).

Keep tracking your efforts and looking for ways to improve your conversion rates. Look for areas where you might be losing leads due to bottlenecks or gaps in your sales funnel. Keep working on CTAs and incentives that encourage your audience to take action towards conversion.

Will Cartwright

Will Cartwright

Will specializes in digital marketing and web design with ROI as the determining factor for all decisions. Will makes use of all possible sources of traffic from the web. Focusing also on converting, closing, and nurturing each website visitor.

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