The conversion rate is the number of conversions divided by the total number of visitors. For example, if your eCommerce site receives 400 visitors in a month and has 60 sales, the conversion rate would be 60 divided by 400, or 15%.
A conversion can be anything you want your user to perform on your website. It can include anything from signing up to your website to making a purchase and becoming a customer. eCommerce sites and SaaS companies usually have multiple conversion goals, and each will have its conversion rate.
But why is your conversion rate significant?
By tracking conversion rates, you can measure your application and website’s performance.
For example, how many of your visitors complete the goals you’ve set for your business?
Is it lower than the number you expected?
If so, why?
By answering these questions, you can identify the areas for improvement and make more sales. Then, when you improve your conversion rate, you can get more sales with the same amount of traffic.
You won’t need to invest more money into advertising to attract more visitors to your website because you’ll sell your product to your already existing visitors.
For example, if you are spending $2,000 a month on advertising to drive 1000 visitors to your site, if you double your conversion rate, you will also double the value of the money you’ve spent on advertising. You can then save money and get the same benefit as before, or invest your additional revenue into new advertisements.
So here are the best ways to improve your conversion rates:
- Set up your goals and use a CRO planner
- Shorten your forms, use fewer words
- Be more accessible, avoid jargon
- Show reviews as proofs
- Compare yourself with your competitors to address the objection that might arise
- Track your visitors’ actions on your website
- Design an easy, useful, and professional website
- Make sure that people can reach you
- Use multimedia wisely
- Remove distractions on your website
- Write strong CTAs
- Meet your audience’s expectations
- Perform A/B testing
- Increase trust
- Reduce risks
- Remind users their abandoned carts
- Improve your mobile page/application speed
- Add incentives
- Localize your content for more traffic
- Be clear with what you offer to customers
Without further ado, let’s begin.
1) Set up your goals and use a CRO planner
Goals are crucial because you can only evaluate your website against a goal – did you reach your goal or not? Are you even close to reaching it?
If you don’t have a goal, there is no way to improve the site since you don’t have measurement means.
Your goal must be a clear action that can be measured and analyzed.
“I want more people to know about my products” is not a goal but a wish. A better goal would be getting more sign-ups, purchases, or clicks on some links—something you can track.
Once you set your goals, you can start planning. Conversion Rate Optimization might seem overwhelming at first, but it will benefit your business in the long run.
With a CRO planner, you can strategize better to increase your conversation rate. With a proper plan, you can follow through the steps to success easier.
2) Shorten your forms, use fewer words
Let’s assume that ı’m a visitor. I opened your website, and a product caught my eye. I need to sign up to purchase it or enter my address and credit card info later.
I choose to sign up because I might buy something again in the future. However, once I clicked on the sign-up form, I realized there were 20 blank spaces to fill and unnecessary texts to read.
I won’t read that; neither will other visitors because they have limited time and attention span. Once you waste your visitors’ time or feel like you’re wasting their time, they are likely to leave your website to buy a similar product/service from your competitors.
Shorten your forms and use fewer words to avoid that. Looking at your website from your visitor’s perspective would help see things you can’t see as a business owner.
3) Be more accessible; avoid jargon
Hi, I’m Kathy, I’m 14, and I never used an audio streaming service before. So I don’t even know what that means.
So if you describe your business as “the best audio streaming service and media services provider” on your website, I would probably get confused and go back to google search to find a place where I can listen to music.
This is why Spotify’s homepage says “Listening is Everything” instead of using big words.
Sometimes, simple is better because everyone gets it.
And you need your visitors to understand you.
4) Show reviews as proof
People need to be assured, and the best way to assure your visitors that your product is worth buying is by listing reviews.
For example, if you’re selling an electronic device, you give information about your product, right? But some visitors don’t have the background knowledge of technical terminology.
They just want to know if that product will help them or not.
So when they see someone in the review section stating that the device helped them resolve whatever problem they had, they would be more encouraged to buy the device.
Your reputation and online presence will impact your conversion rate. That’s why you should add testimonials and reviews to your site. In addition, you can link to your Yelp or any other directory page where customers have left reviews.
You have to convince your visitors that your customers have enjoyed using your product or service in the past. If you can’t, your conversion rate will not increase.
5) Compare yourself with your competitors to address the objection that might arise
Every product and service has its competitors, and nowadays, people do research before purchasing a product and compare among providers. Therefore, they won’t buy your product without checking out other options they have.
So use that to your advantage – compare your products to competing products before your visitors do.
Explain why your prıduct is better than your competitor’s product. You know your product the best; if you know your customer, you can use this to point out the best parts of your product.
When people compare products or services, they don’t go into details because people are lazy. They mostly check highlighted features and pricing only. Use that to your advantage and explain all the other things your visitors need to consider to buy your product instead of your competitor’s product.
And if your product is more expensive than your competitors’, then elaborate on that and tell your visitors why your product is worth it.
6) Track your visitors’ actions on your website
You’ve set up your website, you have decided on a goal. You want to get more sign-ups. But where should visitors click on your website to sign up?
And why don’t they click there?
Instead of following the route of your goal, why do your visitors leave your website without signing up?
To answer these questions, you have to track your visitors’ actions on your website. User flows are really helpful to see and manage how your visitors/users act on your website.
If you can figure out the patterns of your visitor’s action, you can improve your website design to increase your conversion rate. To do that, you can also use website analysis tools.
These tools record your users’ actions on your site. For example, you’ll see what they click on, if they skip an offer, or if they stop filling out a form in the middle.
7) Design an easy, useful, and professional website
First impressions matter.
People judge a website by visual design alone. So when you design your website, pay attention to your layout, images, typography, and other details. If your website looks amateur, your conversion rate won’t increase.
Also, make sure your website is easy to navigate through. Research shows that sites become more credible by being both easy-to-use and useful.
Sometimes businesses forget about users when they cater to their ego or show them all they can do with their technology.
Proofread everything and avoid errors of all types. It doesn’t matter how small they are, spelling errors make your business look amateur, and broken links damage your credibility.
8) Make sure that people can reach you.
If a visitor has a question about a product or a service you’re offering, they will try to get answers. However, they wouldn’t try too hard. After all, they can always purchase a similar product or service provided by one of your competitors.
That’s why you should be easy to reach. Add a FAQ page to answer the questions you get often. Add a live chat to your site so your customer service or sales employees can get rid of the concerns or answer the questions of your potential customers.
9) Use multimedia wisely
You know fast food looks way better in advertisements than they do in real life. The burgers look bigger, juicier, and overall more delicious. This is usual for all advertisements, but you should know that there is a limit to that.
Because if the image you provided to the customer to display your product is nothing like the actual product, they won’t buy anything from you. No matter how affordable your products are.
If your visitors think that your products lack the quality they want, they would simply switch to another store/product. To avoid this, make sure that your images and videos of your product/service on your landing pages are as accurate as possible.
Including multimedia will make your site appear more trustworthy in your visitor’s eyes. Don’t forget that people tend to buy things that catch their eye at first, so make sure the material you’ll provide is visually pleasing as well.
10) Remove distractions on your website
Let’s say that your customer wants to buy apples. You would make sure that your customers can see and pick up apples, right? You wouldn’t put kitchen tools all over the place. Because if they can’t buy it from you, they can easily buy apples from somewhere else.
The same thing goes for your website, too. If a customer can’t find or reach the product they want on your website quickly, they will probably buy it from your competition.
I already mentioned multimedia are great to build trust. However, if you put so much information, visuals, or action options on your web page, your visitors will not convert because they would refuse to spend time processing all of that.
So, on your landing pages and product pages, try to remove or minimize everything that is not relevant to users’ purchase decisions. For example, make the menu smaller, get rid of sidebars, big headers, and unnecessary stock images. Consider removing navigation from your landing pages as well.
11) Write strong CTAs
CTAs (call-to-action) will be the biggest help to increase your conversion rate. Basically, CTA can lead users to learn more about your product, share a post on social media, or subscribe to your newsletters.
You need to put CTAs throughout your website and landing pages, making sure they’re clear and quickly accessible.
Usually, landing pages only have one call-to-action, but you can place them multiple times on a page. For example, the UserGuiding landing page has three CTAs that lead to one offer. One is at the top right of the page, one in the middle of the screen, and another one you reach after scrolling down the page.
Make sure that your CTAs stand out. Ctas like “Subscribe” and “Start trial” won’t give you the conversion results you desire.
Try starting your CTA with a “Yes.” When your customer reads the word “Yes,” they will get affected psychologically because the word’s meaning is positive.
For example: Yes, I want (your service)!
You can also try to include the word “Free” in your CTAs since visitors tend to choose services with free trials. Also, who doesn’t like free stuff?
You can use tools to optimize your CTAs’ success. For example, with CrazyEgg, you can see which CTA buttons work better for your business and which ones don’t. So you can save time and improve the ones that are not increasing your conversion rate.
12) Meet your audience’s expectations
So far, you prepared multimedia elements, descriptions of your product, removed distractions, and placed CTAs correctly. So now, a customer can buy your product, right?
Except they have to find your site first.
They will either find you on Google search, click on your URL after reading the meta description, or see your ad on a search engine. So when they do that, your landing page has to appear on their screen.
If I, a possible customer, see a post on Google that says “12 Best Couches For Your Living Room”, I would expect to see some couches when I click on the link. But, if they show me pictures of beds, that will make no sense.
When someone clicks on your site after reading your meta description on Google or seeing your search engine ad, your landing page needs to follow through.
If your landing page doesn’t provide what users believed they were getting, they won’t convert. Because of that, you need to think about the user journey from the first contact with your website or advertisement to actually purchasing your product.
Ensure that your landing page is converting, use social media to your advantage, and choose accurate search engine descriptions.
13) Perform A/B testing
A/B testing or split testing is a technique that can increase your website’s conversion rate. For example, if you have two possible CTA texts for your landing page and you can’t decide which to use, you can conduct an A/B test to see which one works better.
Another example could be your website design. Create two alternative versions of your page (and call them page X and page Y), each with a different headline. Use an A/B testing software to create organic traffic and see how many people click on the call-to-action button on websites, respectively.
Automatically, the page with more people taking action is the winner.
Your variables can be headlines, colors, copy, layouts, and CTAs. Don’t be afraid to get creative with your tests.
14) Increase trust
Let’s say you are visiting a tourist attraction in a foreign country. As you walk down the street, and some random lady comes up to you and says, “Hey, would you like to buy a Chanel perfume? Just $30. It’s original.” Would you buy it?
You can try the perfume. You can quickly look up the code to check if it’s original. However, you probably wouldn’t still buy it.
That’s because you don’t trust the woman.
According to Zig Ziglar, a sales professional, people would want to buy things they need when they have money and are not in a hurry from a seller they trust.
This is why you should appear more trustworthy.
But, what makes people trust a website? Don’t worry; I got a list for you.
- Make sure people can easily verify the accuracy of the information on your website. Add citations, testimonials, well-known publications as evidence for the information.
- Show your organization. Add an address, photographs of your offices.
- Emphasize what you do and what services you provide. Show that you have experts in the field you’re working. Give credentials to your contributors and service providers. If you’re working with a well-known organization, display that. Make sure that you don’t use do-follow links for websites that are not credible.
- Introduce your team. People trust people whom they find relatable. Post your employees’ photos and maybe ask them to talk about themselves in a few sentences. It could be their hobbies, family, anything mundane.
- Be accessible. Your contact information should be stated on your website—phone number, physical address, email address, etc. So your visitors can feel assured that if something goes wrong, they can reach out to you.
- Professionally designed websites will make people trust you more. Unfortunately, people quickly evaluate a site by its visuals alone. So, when designing your website, choose the right layout, typography, images, consistency issues for your product or service. If your website looks amateur, no one will buy from you.
- Make sure everything is updated when it’s needed. If you have broken links or wrong information in one of your articles, people wouldn’t see you as credible.
15) Reduce Risks
Whenever someone purchases something, there is a risk factor. If someone thinks that the odds of something risky happening is higher than your product’s value, they won’t purchase it.
That’s why brands offer guarantees for technical devices.
Once you reduce or get rid of the anticipated risks of your prospects, you can increase your conversion rate.
For example, a 30-day money-back guarantee is almost offered by all organizations. There is also the classic “pizza delivery in 30 minutes, or it’s free” guarantee to assure that your pizza will arrive hot. In addition, there are many electronics retail companies that offer special guarantee plans to their customers.
16) Remind users abandoned carts
If someone adds a product to their cart and doesn’t complete the order, they might need a little push. Abandoned cart emails can be annoying, but they can also increase your conversions.
With this type of email, you’ll email users a reminder about the products in their cart and then maybe include a discount or offer. People are more likely to buy a product if a discount on a product they have already added to their cart.
So if you don’t send emails, you will miss potential customers.
17) Improve your mobile page/application speed
Nowadays, people do everything on their phones. So efficient mobile websites and applications are crucial if you want to increase your conversion rates.
When it comes to mobile conversion, page speed is the most important. Page speed is the time it takes for your content to show up on the screen.
According to research, 40% of people leave sites that take more than 3 seconds to load? So one mobile, one-second delay in page response equals a 7% reduction in conversions.
You can analyze your page speed with Google’s PageSpeed tools. If you want to increase your current page speed, try using smaller and compressed images. Also, don’t forget to optimize your site for mobile.
18) Add incentives
Let’s say you’re selling cars. If you have three cars left of the same model, you probably wouldn’t mention that. Except, you should because it raises the interest of your customer psychologically. Scarcity leads to interest and urgency.
The same goes for your website; once customers enter your site and see the sign “Last 3 in stock!” or “Quick! Last 2 days to buy”, they are more likely to purchase it right away.
There are two types of scarcity you can use for your benefit:
- scarcity linked to quantity (Last two products at this price)
- scarcity linked to time (last day to buy)
If the product supply is unlimited, you can create time-sensitive campaigns, give gifts to the first X number of buyers or offer a special discount if they purchase your product within the time frame you decide.
Never lie to your customers; if it’s fake scarcity, it will ruin your brand’s image. If it’s fake scarcity, in the end, people will find out, and your trustworthiness will suffer.
19) Localize your content for more traffic
Mobile users are usually on your site because they’re looking for contact information, find directions, or look up reviews.
That’s why you should try optimizing for local marketing. For example, add location pages to your website, control your online directory listings, and make sure to create local content to catch local customers’ eyes.
If you want to improve your mobile conversion rates, you should localize your content to perform better in local searches.
Don’t forget that we’re all customers. Try to envision your customers’ perspective and think, would you buy anything off your website if you were the customer?
20) Be clear with what you offer to your customers
Let me give you an example.
I’m selling lamps. I have this one particular lamp; it’s pink, shaped like a flower. I list its qualities:
- Colour: Pink
- Style: Table
- Light source type: LED
- Shade color: Pink
- Power and Plug Description: AC
- Voltage: 230 Volts
- Price: $255
Would you purchase this?
Of course not. Because why would you pay 255 dollars for a lamp?
And why should your visitors?
You have to show your product’s value clearly to persuade your visitors into purchasing it. The best way to sell products and services is to add as much information about them as it’s possible. Long paragraphs, videos, images, whatever you can think of.
According to research, 79% of people won’t read those long paragraphs, but 16% read everything.
And that 16% is your main target.
If someone reads all of your product descriptions and is not convinced yet, you have an issue. However, if a visitor is convinced after reading just a quarter of the information you provide, they can skip the rest and become a customer.
According to IDC, a global research company, up to 50% of potential sales are lost because of inadequate information provided by websites.
Frequently Asked Questions
What is used to improve conversion rates?
To improve your conversion rates you can perform A/B testing, use a CRP planner, write strong CTAs and use multimedia wisely. For an extensive list, you can check the article above.
How do I increase my blog conversion rate?
You can offer personalized offers, send emails to your users to remind them about their abandoned carts, and test click rate every time you make a change on your website to optimize it.
How can I increase sales on my website?
Keep your page simple but professional, try adding videos and pictures to your website, create a plan to get users’ email addresses, and inform them regularly. Target key market segments, use testimonials and case studies to build trust and address objections on your website.