Improve Website Conversion Rates Using These 3 Proven Tactics

Judgements are made in split seconds. Your website only has moments to make an impression. And it can mean the difference between visitors making a purchase or clicking away to a competing site potentially resulting in lost sales.

Which one would you rather have?

Conversions are a vital component of a strong digital market strategy. What good is spending marketing dollars to attract traffic if those visitors fail to take action? Conversion rate optimisation is a data driven process to improve the number of visitors who complete a website goal.

This can include:

  • Downloading a free guide
  • Calling for additional information
  • Sharing content on social media

These are all common objectives that can be considerably improved through continuous testing and strategic implementation. But most business owners tend to overlook conversion optimisation. A survey reveals that out of $92 spent attracting customers, only $1 is spent on improving conversions.

While testing is necessary to provide actionable insight, certain improvements will almost always result in higher conversions even in the absence of data. Measuring the impact is strongly advised to make plans for refining other aspects.

The following are three ways to improve website conversions.

1. Simplify

The average visit lasts less than a minute Your website literally has seconds to engage with its visitors. The key to high conversions is to eliminate unnecessary factors which could be diverting attention away.

This includes:

  • Asking only for relevant information
  • Eliminating the number of choices on a page
  • Keeping important details above the fold
  • Streamlining the checkout process
  • Using a colour friendly theme

Shopify has a good example of a minimal landing page. Visitors can get started with a demo by inputting a store name, email address, and password:

A survey revealed that 56% of consumers abandoned online purchases due to lack of product information. Product pages should have clear information and make it easy for visitors to add an item to their shopping cart:
Cluttered pages make it difficult for visitors to find what they are looking for. But they also negatively affect conversion rates.

2. Improve Loading Speed

Online users are increasingly impatient with even the slightest delay. Site speed is important from a user experience perspective but also has an impact on rankings.

But even more important is the impact on conversions.

One case study revealed that a one second delay caused customer conversions to drop by as much as 7% It may not sound like much but can add up significantly in terms of lost sales.

Using PageSpeed Tools will allow you to analyse site speed on desktop and mobile devices. A speed score and suggestions are then provided:

Increase loading speed involves:

  • Switching to a faster host
    Fast loading times have proven to have a strong impact on conversions.

3. Mobile Design

Mobile traffic is expected increase sixfold between 2012 and 2017. Having a mobile friendly website has become a critical component of design that cannot be overlooked. Case studies have shown that visitors on non-friendly mobile websites tend to exit at a higher rate than if the website was better optimised.

Google recommends using responsive design which means that pages dynamically change their layout for users across all devices. This makes it easy for users on mobile devices to browse your website. It also makes search engine optimisation efforts easier to manage.


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