Discover 20 proven strategies to increase website conversions and turn visitors into loyal customers. From optimizing user experience to leveraging social proof, these techniques will boost your online success.
In the vast landscape of the internet, your website is your digital storefront, and its success is measured by one critical factor: conversions. Whether you’re an e-commerce entrepreneur, a blogger seeking more subscribers, or a B2B company aiming to generate leads, the ultimate goal is to turn visitors into customers, subscribers, or clients.
This article is your guide to achieving that goal. We’ll delve into 20 tried-and-true strategies that have been proven to boost website conversions. From optimizing user experience to leveraging the power of persuasive content and social proof, these strategies will empower you to enhance your online presence, engage your audience, and drive more conversions.
So, let’s embark on a journey to transform your website into a conversion powerhouse.
What is Website Conversion?
Website conversion refers to the process of getting visitors to take a desired action on your website. This action can vary depending on the goals of your website and business. Typically, website conversion involves encouraging visitors to perform actions such as making a purchase, signing up for a newsletter, filling out a contact form, downloading a resource, or any other action that aligns with your business objectives.
Conversion is a crucial metric in online marketing and e-commerce, as it directly impacts a website’s effectiveness in achieving its goals. The percentage of visitors who complete the desired action is referred to as the “conversion rate.” A high conversion rate indicates that a significant portion of your website’s visitors are taking the desired actions, which is a key indicator of a successful online presence.
Website conversion optimization involves using various strategies and techniques to increase the likelihood of visitors completing these desired actions. This can include improving the user experience, making the website more persuasive, reducing barriers to conversion, and conducting A/B testing to refine the website’s effectiveness in driving conversions.
Ultimately, website conversion is about turning casual website visitors into engaged and valuable customers or leads, which is a fundamental aspect of online business success.
What is the Website Conversion Rate?
The website conversion rate is a crucial metric that quantifies the effectiveness of your website in getting visitors to take a specific desired action. This rate is typically expressed as a percentage and is calculated by dividing the number of visitors who completed the desired action by the total number of visitors to your website within a specific time frame. The formula for calculating the website conversion rate is:
Conversion Rate = (Number of Conversions / Total Number of Visitors) × 100%
For example, if your website had 500 visitors in a month, and 50 of them made a purchase, your conversion rate would be:
Conversion Rate = (50 / 500) × 100% = 10%
In this scenario, your website’s conversion rate is 10%, meaning 10% of the visitors made a purchase.
A higher conversion rate is generally desirable as it indicates that a significant portion of your website’s visitors are taking the desired action, whether it’s making a purchase, signing up for a newsletter, or another goal that aligns with your business objectives. Low conversion rates may indicate that your website needs optimization, which could involve improving the user experience, optimizing content, enhancing calls to action, or other strategies to encourage more conversions.
Average Website Conversion Rate by Industry
Website conversion rates can vary significantly by industry due to differences in target audiences, products or services offered, and the nature of the desired actions. While there’s no one-size-fits-all benchmark for conversion rates, here’s a general guideline of average conversion rates by industry based on available data up to my knowledge cutoff date in January 2022. Keep in mind that these figures are approximate, and actual rates can vary based on numerous factors:
E-commerce: The average e-commerce conversion rate typically falls in the range of 2% to 5%. High-performing e-commerce sites can achieve conversion rates above 5%.
SaaS (Software as a Service): SaaS websites often have conversion rates between 3% and 7%. The software industry is competitive, and the conversion rate can vary depending on the product and its pricing.
Lead Generation: Lead generation websites, such as those in the insurance and real estate industries, tend to have conversion rates of around 5% to 10% or higher. These websites aim to collect user information through forms.
Travel and Hospitality: Conversion rates in the travel industry can range from 1% to 4%. These sites often have longer buying cycles, and conversion may involve booking a trip or accommodation.
Finance and Banking: Conversion rates in the finance sector can vary widely, from 2% to 10% or more. Rates can be influenced by the specific financial services offered and the trust factor.
Healthcare and Pharmaceuticals: Healthcare websites often have lower conversion rates, typically around 1% to 3%. These websites often focus on providing information rather than direct sales.
Media and Publishing: Conversion rates for media and publishing websites can range from 2% to 8%. These websites may focus on newsletter sign-ups, subscriptions, or content downloads.
Nonprofits: Nonprofit websites may see conversion rates of 5% to 15% or more, as their goals often include collecting donations or securing volunteers.
Education: Education websites can have conversion rates between 2% and 8%. These websites aim to get visitors to enroll in courses or programs.
Real Estate: Real estate websites may have conversion rates between 2% and 5%. Conversions often involve lead generation or property inquiries.
Remember that these are rough estimates, and your specific website’s performance may vary. It’s essential to set your own conversion rate benchmarks based on your industry, your unique business objectives, and your historical data. Regularly tracking and analyzing your website’s conversion rates and conducting A/B testing can help you identify areas for improvement and optimize your site for better results.
Strategies to Increase Website Conversions
1. Optimize Page Load Speed
Slow-loading pages can drive users away. Page speed optimization ensures a smooth and responsive user experience, reducing bounce rates and increasing conversions.
Implementation:
- Compress images and use efficient coding.
- Use a content delivery network (CDN) to cache and deliver content faster.
- Minimize HTTP requests by reducing unnecessary elements.
2. Craft Compelling Call-to-Action (CTA) Buttons:
CTA buttons guide users toward the desired action, such as making a purchase or signing up for a newsletter. Well-designed CTAs encourage user engagement.
Implementation:
- Use contrasting colors for CTA buttons to make them visually distinct.
- Use action words like “Get Started,” “Download Now,” or “Subscribe.”
- Position CTAs strategically, such as at the end of blog posts or on product pages.
3. Conduct A/B Testing:
A/B testing involves comparing two versions of a web page to determine which one performs better in terms of conversions. It helps in making data-driven decisions.
Implementation:
- Use A/B testing tools like Google Optimize or Optimizely.
- Test elements like headlines, images, CTAs, and forms to see what resonates with your audience.
- Make data-driven decisions based on test results.
4. Leverage Social Proof:
Social proof builds trust by showing that others have had positive experiences with your products or services. It reassures potential customers about your credibility.
Implementation:
- Encourage satisfied customers to leave reviews.
- Display star ratings, testimonials, and user-generated content.
- Use trust badges to demonstrate your business’s credibility.
5. Simplify Forms:
Lengthy or complex forms can deter users from completing actions like sign-ups or purchases. Simplifying forms reduces friction and encourages conversions.
Example: Dropbox
Dropbox keeps their sign-up form incredibly simple, requiring only essential information. This reduces friction and encourages more sign-ups.
How to Implement:
- Minimize the number of required form fields.
- Use auto-suggestions and validation to assist users.
- Implement multi-step forms to break down complex processes.
6. Implement Live Chat Support:
Live chat provides real-time assistance to users, helping to answer questions, address concerns, and prevent potential customers from abandoning the website.
Example: Zendesk
Zendesk provides a live chat feature to help users instantly get assistance. This can prevent potential customers from abandoning the website due to questions or concerns.
How to Implement:
- Use live chat plugins or software like Intercom or Drift.
- Ensure knowledgeable and responsive support agents are available.
- Set up proactive chat invitations based on user behavior.
7. Develop High-Quality Content:
Valuable and engaging content not only educates and entertains users but also establishes your brand as an authority in your industry. It builds trust and encourages user engagement.
Example: Moz
Moz’s blog is filled with in-depth, informative content that establishes them as an authority in the SEO industry. This content not only educates visitors but also builds trust.
How to Implement:
- Create valuable and relevant content for your target audience.
- Use visuals, videos, and infographics to engage users.
- Maintain a consistent content schedule to keep users coming back.
8. Mobile Optimization:
With the increasing use of mobile devices, having a mobile-responsive website is crucial. A mobile-optimized site ensures a seamless experience for mobile users.
Example: Airbnb
Airbnb provides a seamless mobile experience by offering a user-friendly app and a responsive mobile website. This caters to users who prefer mobile devices for browsing and booking.
How to Implement:
- Use responsive design to ensure your website adapts to various screen sizes.
- Prioritize mobile speed and load times.
- Test your website on different mobile devices to ensure a smooth experience.
9. Personalize User Experiences:
Personalization tailors content and recommendations to individual users, making their experience more relevant and engaging.
Example: Netflix
Netflix tailors its homepage for each user, recommending content based on their viewing history and preferences. This personalization encourages users to engage more with the platform.
How to Implement:
- Use cookies and user data to customize content recommendations.
- Create dynamic content that adapts to user behavior and preferences.
- Implement personalization at various touchpoints, such as emails and product recommendations.
10. Clear and Compelling Value Proposition:
Your value proposition clearly communicates what your product or service does and how it benefits users. A compelling value proposition helps users understand the value of what you offer.
Example: Slack
Slack’s homepage clearly communicates its value proposition – “Where work happens.” Users immediately understand the platform’s purpose and how it can benefit them.
How to Implement:
- Craft a concise and compelling value proposition.
- Highlight how your product or service solves users’ problems.
- Ensure your value proposition is prominent on your website.
11. Implement Exit-Intent Popups:
Exit-intent popups are displayed when a user is about to leave your website. They can re-engage users by offering incentives or valuable content.
Example: OptinMonster
OptinMonster uses exit-intent popups to re-engage visitors who are about to leave the site. They offer discounts, content upgrades, or newsletter subscriptions to entice users to stay.
How to Implement:
- Use exit-intent popup software to detect when users are leaving.
- Offer value, such as discounts, eBooks, or exclusive content.
- Design visually appealing and unobtrusive popups.
12. Use Urgency and Scarcity:
Urgency and scarcity tactics create a sense of FOMO (fear of missing out) that motivates users to take action quickly, such as making a purchase.
Example: Booking.com
Booking.com leverages urgency and scarcity by displaying messages like “Only 2 rooms left” or “Booked 10 times in the last 24 hours.” This motivates users to make quick decisions.
How to Implement:
- Use countdown timers for limited-time offers.
- Display low-stock or high-demand messages.
- Highlight seasonal promotions and limited-time sales.
13. Simplify Navigation:
Simple and clear navigation makes it easy for users to find what they’re looking for on your website. A clutter-free menu enhances the user experience.
Example: Apple
Apple’s website features a clean and straightforward navigation menu. This makes it easy for users to find products, explore services, and access support.
How to Implement:
- Streamline your website’s menu to reduce clutter.
- Use clear and concise labels for navigation items.
- Prioritize user-friendly navigation on both desktop and mobile.
14. Optimize for Local SEO:
Local SEO optimization helps your website rank well in local search results, ensuring that users searching for local businesses find relevant information.
Example: Yelp
Yelp optimizes for local SEO, ensuring that users searching for local businesses find relevant results. They also encourage users to leave reviews and engage with local businesses.
How to Implement:
- Claim your Google My Business listing and keep it updated.
- Optimize your website for local keywords and create local landing pages.
- Encourage satisfied customers to leave reviews on platforms like Yelp and Google.
15. Collect User Surveys and Feedback:
Gathering user feedback through surveys helps you understand your audience’s needs and pain points, leading to website improvements.
Example: SurveyMonkey
SurveyMonkey, a platform for creating and analyzing surveys, practices what it preaches. They use surveys to gather user feedback, enabling data-driven improvements to their service.
How to Implement:
- Create user surveys to gather feedback on your website and products.
- Analyze survey results to identify pain points and areas for improvement.
- Act on user feedback to enhance the user experience.
16. Create Engaging Video Content:
Video content is highly engaging and can convey complex ideas effectively. It’s a powerful tool to demonstrate products, engage users, and improve conversions.
Example: Wistia
Wistia, a video hosting platform, creates engaging video content to promote its services. Video content is an effective way to communicate complex ideas, demonstrate products, and engage your audience.
How to Implement:
- Produce informative, entertaining, or instructional videos.
- Use videos on landing pages, product pages, and in email marketing.
- Optimize videos for SEO by providing detailed descriptions and transcripts.
17. Offer a Hassle-Free Returns Policy:
A hassle-free returns policy can reduce user anxiety about making a purchase, as it removes the fear of being stuck with a product they don’t want.
Example: Zappos
Zappos, an online shoe and clothing retailer, offers an exceptional returns policy with free shipping and a 365-day return window. This builds trust and encourages conversions by removing the fear of making a purchase.
How to Implement:
- Clearly communicate your returns policy on your website.
- Make the return process as straightforward as possible.
- Offer free returns or extended return windows when feasible.
18. Implement Social Sharing Buttons:
Social sharing buttons encourage users to share your content with their networks, expanding your reach and increasing brand visibility.
Example: BuzzFeed
BuzzFeed incorporates social sharing buttons on its content to encourage readers to share articles with their friends and followers. This amplifies the reach of their content and can lead to increased conversions.
How to Implement:
- Include social sharing buttons on blog posts, product pages, and landing pages.
- Make it easy for visitors to share your content on social media.
- Monitor and analyze social sharing data to understand what content resonates with your audience.
19. Showcase Trust Seals and Certifications:
Trust seals and certifications, such as SSL certificates, convey trust and security to users, assuring them that their information is protected.
Example: PayPal
PayPal prominently displays trust seals and certifications related to security, privacy, and fraud protection. This reassures users that their financial information is secure, boosting trust and conversions.
How to Implement:
- Display trust badges, SSL certificates, and security logos on your checkout pages.
- Ensure that certifications are valid and up-to-date.
- Highlight your commitment to data privacy and security.
20. Retarget Abandoned Carts:
Users often abandon their shopping carts before completing a purchase. Retargeting campaigns remind them of their abandoned items and encourage them to return.
Example: Shopify
Shopify uses retargeting campaigns to remind users about their abandoned shopping carts. They send follow-up emails or display ads to encourage users to complete their purchase.
How to Implement:
- Set up email or ad retargeting campaigns targeting users who abandoned their carts.
- Offer incentives like discounts or free shipping to entice users to return.
- Use personalized and persuasive messaging in your retargeting efforts.
Conclusion
As we draw the curtains on our exploration of the art of website conversion, it’s clear that your website is not just a virtual space; it’s a dynamic platform teeming with opportunities. By applying the 20 proven strategies we’ve uncovered, you hold the key to unlocking the true potential of your digital realm.
Remember that the journey doesn’t end here; it’s an ongoing quest for improvement. Test, iterate, and adapt these strategies to suit your unique audience and objectives. Your website is your canvas, and each click is a brushstroke. With diligence and creativity, you can paint a masterpiece of conversion, turning the curious into the committed, and the casual into the loyal.
So, go forth with confidence, armed with the knowledge and techniques you’ve acquired. Transform your website into a conversion powerhouse, and watch as your online presence flourishes. Your success story awaits in the boundless realm of the digital world.
Thank you for joining us on this transformative journey, and may your website’s conversions soar to new heights!
