How to Increase Your Conversion Rate in Six Easy Steps
Are you struggling to convert website visitors into customers? Here are six easy steps to help you increase your website's conversion rate and make the most of your website.
Optimize your website design for all devices
We’d recommend viewing your website on multiple devices, imitating a customer’s behaviour and going through the process of landing page to checkout, ensuring your website looks and functions as it should. Occasionally, business owners will only see their website on a particular sized screen, such a small laptop, but neglect to view their website on a different device, like a desktop or mobile. It’s important to ensure any changes you make look great on all screen sizes, as what wins for one device, could be letting you down on another.
Ensure your website is easy to navigate
Review the navigation of your website to ensure that it is easy to use and up-to-date. Occasionally we choose a name for product collections, add them to our website’s navigation, and then neglect to update them or check they’re relevant. Particularly important when introducing new products that may not fit into an existing category. By ensuring that your website is easy to navigate, you can improve the user experience and increase the likelihood of conversions. To find out what’s most important to your customers and how to format your navigation, it’s important to check Google Analytics’ Behaviour Flow, and any session recording software you have installed. These give valuable insights into your users behaviour and whether you’re providing them with the correct, relevant information.
Improve your website's load time
A slow-loading website can turn visitors away before they even get a chance to see what you have to offer. Use tools like Google PageSpeed Insights and GTMetrix to identify and fix any issues that might have cropped up. These could be anything from large images that haven’t been sufficiently optimised, to weighty apps slowing down your site. Increasing website speed can also increase the likelihood that your website shows up in Google search results due to the search engine’s latest algorithm, so making sure your site is speedy is a win-win for conversions and organic traffic.
Use clear and compelling calls to action
Your calls to action should be prominently displayed and clearly communicate what action you want visitors to take. A ‘Shop Now’ on your homepage banner, an ‘Add To Cart’ on your product page, and a ‘Sign up’ button on your landing page might sound like no-brainers, but review their positions, colours, sizes and location - Are they above the fold? Do they blend in too much or are they obvious enough? These should all be the most noticeable and clickable element on each individual page, and should help your customer know the next step to take.
Create high-quality and relevant content
Audit your website’s content to find opportunities that you might have overlooked, from photography and blog posts to everything in between. For example, if you’re selling organic skincare, have you only mentioned that it’s organic on the product page, or have you reinforced this by incorporating a recognisable organic accreditation badge somewhere on the page? Small details like this can result in big wins for conversions, so comb through every page and see what could be missing. Conveying your USPs (unique selling points) effectively is what makes you stand out from the competition, so don’t let them go unnoticed.
Ask customers what they want
Your website's content should be informative, engaging, and relevant to your target audience, so take the time to get to know them, learn how they behave, and how you can make their lives easier. One great way to find out what your customers want is to ask them. Set up a survey (we like Mouseflow and Hot Jar for this purpose) that can be integrated into your website and pop up at various points along your customers journey. These can feature anything from ‘What could make your decision to buy easier?’ to ‘Did you find what you were looking for?’. If customers are having issues or frustrations with your website, they can use this opportunity to provide feedback and it’s quite likely you’ll find some nuggets of gold in there. One thing to make note of here is not to add surveys to every page of your website, this will no doubt cause your customers to become frustrated and result in disastrous consequences for your conversion rate.
By following these steps, you can improve your website's conversion rate and turn more visitors into customers. Still stuck? Get in touch for a one-off audit and find out how we can help you make the most of your website.
