10 Best Practice Tips to Increase Website Conversions

Increase Website Conversions Blog

Is your website delivering the results your business expects? Follow our 10 best practice tips and you’ll increase website conversions.

“If you build it, they will come.”

So you’ve built your website, and you’ve filled it with useful information about your business and the services you offer. Time to sit back and watch those conversions roll in, right? Well, sadly not. This isn’t Field of Dreams; this is the Internet in 2018, and competition for customers’ attention has never been fiercer.

Your website may be generating traffic, but is it delivering the conversions your business needs and expects? In this blog post, we’ll take a look at 10 best practice tips that will help you increase website conversions.

What is a Conversion?

Put simply, a conversion is a visitor to your website doing something you want them to do. A conversion can take many forms, depending on the nature of your business. For an online retailer, a conversion can mean a visitor making a purchase. For a travel company, a conversion can mean a visitor requesting information on a holiday destination. For a digital marketing agency, a conversion can mean a visitor filling out a contact form to arrange a free website audit (would you be interested in a free website audit?).

What links all of these types of conversion is that they are desirable, they are tangible, and they take a visitor to your website further down the sales funnel.

How to Increase Website Conversions

Is your website falling a little flat when it comes to turning visitors into conversions? Don’t worry, you’re not the first and you certainly won’t be the last. Follow these 10 best practice tips and we guarantee you’ll increase website conversions sooner than you think.

  1. Include clear, concise calls to action. A call to action (or CTA) is the prompt for a visitor to take the action that turns them into a conversion. Make sure that your website has clear, concise CTAs that sit above the fold (information found above the fold is visible when you first visit a webpage, without having to scroll down). For example, a garage’s website with a page describing their MOT process and credentials should include a prominent ‘Book Your MOT Now’ button.
  2. Ensure that your text is structured appropriately. The text on your webpage needs to be structured to make it as easy as possible to navigate. Too much visible text – or an overload of technical information early in the text – can be off-putting to visitors. Think about what your visitor wants to know, and consider introducing breakout boxes and accordions for information that is useful but perhaps secondary to achieving a conversion.
  3. Use attractive imagery. This may sound obvious, but you’d be surprised at how many websites don’t help themselves when it comes to imagery. Inappropriate, generic stock images, outdated images, and poorly formatted images are not your friends. Bright, compelling images that are relevant to your services and include multiple angles for physical products? Yep, they’re the ones.
  4. Create relevant video content. Visitors often respond really well to video content. It needn’t be costly to introduce, and it can give visitors much more of a feel for the services you offer. Do you make denim jeans? Why not include videos of people wearing your jeans, so visitors can get a better idea of the look and fit? Are you a bike shop? How about videos of people riding your bikes, or talking visitors through some of their key features? If you were a visitor, isn’t that something you’d like to see?
  5. Reduce the number of clicks. How many clicks does a visitor have to make before they become a conversion? Too many, and you may put them off entirely. Take a close look your website’s conversion journey, and reduce the number of clicks to make your visitor’s life as easy as possible. Amazon have this down to an art form with their amazing (and slightly terrifying) 1-Click Ordering system.
  6. Take visitors to a landing page, not your home page. When you’re building campaigns, you should always have the visitor journey at the forefront of your mind. Linking your pay-per-click (PPC) or email campaigns to your home page significantly reduces the chance of conversion, as the visitor will have to dig around your website to find the content they need. Create tailored landing pages for your products and campaigns; your visitors will thank you for it.
  7. Provide customer reviews and testimonials. You’re great. You know you’re great. Your customers know you’re great. Why not ask them to tell people? Customer reviews and testimonials are a powerful tool to help you increase website conversions. Visitors respond well to validation from existing customers, as it adds credibility to your claims. Case studies are also a great way to demonstrate to visitors how your services have helped others.
  8. Write for your audience. As marketers, we always need to understand our target audience. What are their drivers? What makes them tick? What’s going to turn them from a visitor to a conversion? Once you understand your target audience, you need to make sure you’re writing for them. The language you use, your tone of voice, and the emotional responses you try to elicit will all be very different depending on who you are addressing. Understand this, and use it to your advantage.
  9. Build straightforward contact forms. High quality qualitative data captured from contact forms and surveys is like catnip to marketers. But do you really need all of that information you’re requesting just for a visitor to sign up to a newsletter? Building straightforward contact forms that are quick to complete – and autofill for repeat visitors – will make your visitors’ lives easier and increase website conversions.
  10. Carry out split testing. You’re never going to get it right first time. We certainly don’t! Play around with things and use analytics to find out what works best for you. Maybe you should try moving that CTA button to the right-hand side of the page? Perhaps visitors will respond better to different imagery? Invest time in split testing; you’ll really start to streamline your website’s performance and get it delivering some impressive results.

Websites That Deliver Results

If you build it, they won’t necessarily come. Developing and maintaining a website that delivers results for your business takes time and resources. But if you follow best practice tips like the one’s we’ve discussed in this blog post, it’s easier than you think. At Impact Digital Marketing, we’ve helped businesses like yours increase website conversions and achieve great returns on investment. Contact us to learn how your website can deliver better results for your business.

Oh, and did we mention our free website audit?

Ryan Sedgwick
Managing Director & Marketing Consultant at Impact Digital Markeitng
A Chartered Marketer, Ryan has gained extensive B2B and B2C marketing experience working across a broad spectrum of industries. Having graduated with a Masters in Marketing Communications from the University of Huddersfield, Ryan successfully utilises his skills and knowledge to effectively support businesses in getting the most from their marketing investments.