Looking to increase the number of conversions on your website? There are several things you can do to improve the user journey and encourage click-throughs, and even small changes can result in big wins.
Whilst we’d always advocate deep research into your customers’ shopping habits, pain points and personas – there are ways to secure extra custom without all that background work.
Here, we take a look at 23 quick and easy ways to increase website conversions. Use the links below to navigate the guide.
Page Content and Formatting
1. Optimise your site speed
It’s frequently overlooked by CRO teams, but site speed correlates hugely to conversion. Use tools like Lighthouse or GTMetrix to find out where improvements can be made and brief them to your developer.
2. Fix broken stuff
From pages that don’t render on particular browsers, to broken links affecting every user regardless of device, fixing things that don’t work properly is another sure-fire way to improve your website performance. Walking your core journey regularly on different devices (use a tool like Sizzy or Browserstack to emulate the experience if necessary) can expose key issues, as can segmenting your view of conversion performance by different browser versions to highlight potential version-specific bugs.
3. Create concise and compelling copy
Attention spans are short, averaging just 8 seconds in 2019, so your content needs to keep the user engaged. Conveying your key messaging in as little time as possible is essential; focus on your USP and CTA, and cut anything that may distract the user’s attention.
4. Reduce content to the bare minimum
At every stage of the design, development and build process, you need to be thinking about ways to streamline your page to keep it simple for the user. Look at each design element and consider ways to simplify it. This should include the navigation bar, copy, CTAs and overall site design.
5. Use white space and headings to your advantage
UX research shows that users scan pages for relevant information, so you can improve how scannable your pages are by using white space, headings and bullets to break up the content and make it more digestible.
6. Focus on one value proposition per page
Pages which have one purpose are the most successful from a conversion perspective. Focus on highlighting one value proposition for each page, and don’t dilute this by including CTAs and messaging which isn’t relevant to the main page purpose.
7. Create subtle urgency
Social media may claim ownership of the term FOMO, but it’s a marketing strategy used for decades to attract sales. Fear of missing out is a psychological motivator that can be exploited by imbuing urgency, making the user feel that they’re missing out by not taking action. Elements like stock availability counters, ‘x people are currently looking at this product’-style widgets and time-specific discount code banners have shown to be an effective way of boosting conversions, particularly for transactional, e-commerce sites. Just make sure to use them transparently and in a way which is helpful to the user
8. Don’t make your users work harder than necessary
The less work the user has to do to navigate your site, the more likely they are to engage with your content and convert. By formatting and designing your page to make things as simple and streamlined as possible for the user, you can ensure that key messaging is prioritised. Try these tips to ensure the content you want your users to see is always visible:
- Prioritise key messaging in the first two paragraphs
- Format headings to break up the content and make it more digestible
- Use valuable words at the start of headings and paragraphs to add relevancy and context
- Group content into segments to add visual interest to your page
Optimising Calls to Action
9. Make your primary CTA visible above the fold
As soon as a user arrives on your page, your CTA should be visible. Align your value proposition so that the user knows what to do next when they arrive on your page. It’s never good if people have to scroll to see your CTA, so keep it above the fold and reinforce the messaging throughout the content.
10. Repeat the same CTA within a page
Unless your CTA is part of a sticky component which follows the user down the page, it can be effective to repeat it at regular intervals on long pages. Ensure that the wording and styling of repeat CTAs is consistent so that the purpose of your page (and its role in your user journey) remains single-minded.
11. Keep distractions to a minimum
Similarly, it may be wise to pare down the secondary CTAs jostling for your user’s attention. Depending on your product or service it may be necessary to use these to some extent, but if you’re linking users to information outside of your core funnel, you may not be getting them all back again. Information that’s core to your user’s buying decision should be brought into your core conversion journey.
12. Use buttons for all your call to actions
Buttons are a design element which can easily be implemented to encourage conversions. They get more clicks than hyperlinked text, so it’s worth including them across all your CTAs.
13. Make your CTA stand out
Colour is vital in highlighting important elements of your page, training the user’s eye towards the desired outcome. Always format CTAs in a contrasting colour, as this will encourage greater engagement and maximise visibility. The primary CTA on each page should be styled in the same way across your whole website to reduce user effort.
14. Make Your CTA the focus of all page content
On high-converting pages, the focus of all content must reflect the CTA and its messaging; any content that doesn’t allude to the desired CTA should be revised or scrapped. Even informational content, like videos, should feature its own CTA, encouraging the user further down the sales funnel.
15. Don’t be afraid to nudge
Sometimes a CTA represents a commitment for a user. They might be about to spend money, or submit their details to a company which they suspect might spam them afterwards. Nudge copy next to your CTA button can allay those fears with a ‘Don’t worry’ statement – such as the fact you offer free returns, the customer has a 30-day cooling-off period or that your company promises never to spam or share data with third parties.
16. Optimize high-traffic pages with expanded CTAs
If there are pages on your site which receive a high volume of traffic, amending these with clear and focused CTA messaging can result in an increase in conversions. Optimising your top pages is one of the first steps towards a high-converting site.Improving Trust and Removing Fear Factors
Improving Trust and Removing Fear Factors
17. Incorporate trust symbols
Featuring relevant trust symbols on your page is a good way to validate your value proposition and encourage conversions. Consider adding the logos of high-profile brands you’ve worked with or have been publicly endorsed by, or accreditations and awards your brand has earned, and include these near a CTA button to give users the confidence to click.
18. Feature customer reviews and testimonials
Customer reviews and testimonials are among the most powerful elements for increasing conversions. Add relevant, independent review information (like a Feefo rating, for example) as well as testimonials that reflect what the user can expect from your products and services.
19. Display relevant case studies
Particularly valuable for B2B brands; incorporating recent case studies can improve a page’s conversion rate, helping to validate your claims. Add case studies as a secondary CTA, pointing users in the direction of information which could bolster their will to convert.
20. Use premium images and visuals
A page which lacks suitable images and visuals will be on the back foot from a trust perspective, so it pays to invest in premium imagery which reflects your brand and value offering. Don’t go overboard with imagery, however, paring it down as you would with the copy to ensure its relevancy.
21. Reduce common fear factors
As noted in the CTA nudge tip, your messaging should aim to alleviate common fear factors, like expensive products, concerns over refund policy and spam emails after completing a form. Use messaging like ‘money-back guarantee’,‘no hidden fees’, etc. for transactional conversions, and be transparent about why you want users to fill out forms and input their email address.
22. Keep your content, claims and reviews up to date
Out-of-date content will not only make your website appear untrustworthy from a user perspective, but it could impact its ranking in organic search too. Periodically review high-converting pages to make sure information, claims and reviews are up to date.
Testing and Refining
23. Test multiple headings to find the most eye -catching
Experimenting with alternative copy tests your user’s perception of your product or service and could help you unlock conversions, engagement and traffic which your page would otherwise have missed.
24. Try different colours and sizes when designing CTA buttons
It’s a cliché, but trialling different colours and formatting options for your CTA buttons can increase click-through rate.
25. Test the CTA copy to find the most engaging messaging
Users respond to CTA messaging in different ways, and even small changes can increase conversions. Try different options and think carefully about what you’re trying to get across in your CTA messaging. For example, the copy for a transactional CTA should be much different from the messaging requesting users to sign up to a brand newsletter.
26. Consider what to include in the navigation bar
The navigation bar can often go overlooked when optimising a page for conversions, but it’s well worth experimenting with different options. You might consider adding a CTA to a page’s navigation bar, as a means of making it more prominent and impactful.
27. Try adding different offers and discount messaging to entice conversions
Popups, banners and discount code offers can entice quick wins on transactional sites, so if you want to increase conversions quickly for a specific campaign, this may be an efficient option.
28. Play around with the page layout to optimize your design
Floating CTA or not? One column or two? Imagery on the left or the right? You’ll only know by trying them on the same traffic at the same time, so A/B test (or multivariate test) specific design elements to pin down the very best layout for your type of page.
If you want to achieve maximum ROI and performance from your webpages, our conversion rate optimisation specialists can help. Click here to learn more about what we can do for your website, or call us on 0345 459 0558.