4 Practical Ways to Improve Your Website Conversion Rates

February 12, 2019
emily amos

Your business website isn’t just there to look good; it has a far greater purpose. In terms of online marketing strategy, your website plays an important role in the buyer’s journey for any online user.

Today’s blog post offers practical and straightforward tips to consider when trying to increase website conversion rates, and instantly improving your website for online visitors. Let’s jump right in:

1. Keep your highest quality content above the fold

When visitors first arrive on your website, they are welcomed with initial content before they scroll down to view anything else. The point where that initial content cuts off and users have to scroll further down to learn more is referred to as “the fold”.

With attention spans so short online, you don’t want to send users searching for your best content. First impressions matter and you’d better be presenting your best self straight out of the gate. For this reason, you should welcome online visitors with your highest quality content as soon as they land on your site.

To determine which content is considered your “highest quality”, think about what online visitors would be looking for when they first come to your website. Is it a free checklist or template to help them further their business? Or maybe they have a problem that your services could solve. Generally, your best content will be your highest converting content, so take a peek at your website’s analytics and analytics from your blog or social media to understand what that content may be.

2. Simplify your website forms

When asking for visitor information (on your Contact Us page or an e-newsletter sign-up page, for example), keep the forms as short and sweet as possible. Too many fields create more work for your online visitor to fill in, which might overwhelm them, or could even lead to them distrusting you.

Remember: visitors don’t owe you their information. It’s private and sensitive, and for that reason it’s very valuable to you as a marketer as it shows you they trust you enough to give you their information.

You have to earn that trust and their information. If you start asking too many questions, online visitors might wonder if you have an ulterior motive for their information and, in that case, won’t complete the form.

3. Use purposeful calls to action (CTAs)

A visitor has arrived. You want to trigger another action so that they continue further into your website to explore and learn more about you. Through this journey, you would hope that they realize you’re a perfect fit for their organization’s needs. But before any of that can happen, you often need to give them a little push in the right direction.

If an online visitor comes to your website and knows exactly what they’re looking for, great! Just be sure that information (Services, Pricing, Contact Us) is visible and very clear. But for those who visit your website and don’t have a specific goal in mind (this could be most users), you’ve got to lead them in the right direction. In this case, the right direction is further content that they will find valuable and useful in relation to their particular needs or pain points.

4. Understand your user’s online psychology

Just because we’re working in marketing, science still has a role to play. Behavioural tests have proven that there are certain visual cues which trigger parts of our brain to respond positively, and these findings have very real online associations.

Understanding how your users will perceive and process your website’s information is key to designing and placing the content on your website.  You want your website to guide people through it in a natural and positive way. If your website is poorly designed and doesn’t entice visitors to explore further, they will click away and you will lose your chance for a conversion immediately.

A few highlights to this psychological science include:

  • certain coloured buttons are better received by women than by men; the two consistent colours for both genders are green and blue
  • buttons with curved edges attract more attention than those with square corners; rounded edges provide movement which draws our eyes inward to the button
  • the largest button is considered the most important

Enhancing your website for best conversion can take time and plenty of trial and error. That said, the work certainly pays off once you notice that more users are indeed converting, and your bottom line is improving. Conversion tactics are changing every day, so it is important to stay on top of what is and isn’t working for your particular website and unique user needs.

Have you made any of these changes? What results did you see? Let me know in the comment section below.

Download our FREE guide: Web Content Discovery GuideThis guide will help you uncover your key messages, one question at a time


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