Conversion rates and how they impact your business’ success online

Without a marketing strategy and goals for website conversions, your website is a very expensive business card in a browser. Click To Tweet

A website can be an effective tool for generating business if it is well-designed and optimized for the user experience. When building a new website, conversion rate should be considered throughout the entire design and development process. A website’s conversion rate refers to the percentage of visitors who take a desired action, such as making a purchase or filling out a contact form. Improving a website’s conversion rate can have a significant impact on a business’s bottom line, as it can lead to more sales and leads. Let’s  discuss several key strategies for improving a website’s conversion rate.

1. Optimize the design and layout of the website. The design and layout of a website play a crucial role in its conversion rate. A website that is visually appealing and easy to navigate will encourage visitors to stay longer and take the desired action. A few key design and layout elements to consider when optimizing a website include:

• The use of white space to create a clean and uncluttered look
• The use of contrasting colors to make important elements stand out
• The placement of calls to action (CTAs) in prominent locations
• The use of images and videos to break up text and make the website more engaging

2. Improve the website’s load time Website load time is another important factor that can affect a website’s conversion rate. A website that takes too long to load will cause visitors to leave before they have a chance to take the desired action. There are many free tools to check your website load time, the most trusted being Google’s own Page Speed Insights. To improve a website’s load time, consider the following:

• Compressing images and videos to reduce their file size
• Minimizing the use of large, high-resolution images and videos
• Reducing the number of elements on a page
• Using a content delivery network (CDN) to serve static assets

3. Make the website mobile-friendly. More and more people are accessing the internet on their mobile devices, so it’s essential that a website is optimized for mobile. A mobile-friendly website will be easier to navigate and will load faster on a mobile device, which will improve the conversion rate. A few key elements to consider when making a website mobile-friendly include:

• Using a responsive design that adapts to different screen sizes
• Optimizing images and videos for mobile
• Making sure the website’s font is large enough to be easily read on a small screen

4. Make the checkout process simple and secure. The checkout process is one of the most critical elements of a website when it comes to conversion rate. A simple and secure checkout process will make it more likely that visitors will complete their purchase. A few key elements to consider when optimizing the checkout process include:

• Making sure the checkout process is easy to understand
• Minimizing the number of steps in the checkout process
• Providing a progress bar that shows how far along the visitor is in the checkout process
• Using a secure SSL certificate to encrypt sensitive information

5. Use A/B testing to optimize the website. A/B testing is a powerful tool that can be used to optimize a website’s conversion rate. It involves creating two versions of a website and then testing them with different groups of visitors to see which version performs better. A/B testing can be used to test different elements of a website, such as the placement of CTAs, the design of the checkout process, and the use of different headlines.
6. Use personalization. Personalization is about providing visitors with a personalized experience based on their behavior and preferences. Personalization can help to build trust and engagement, which can ultimately lead to higher conversion rates. A few personalization techniques to consider include:

• Personalizing product recommendations based on visitors’ browsing history
• Personalizing the content of a website based on visitors’ location
• Personalizing the language of a website based on visitors’ language preferences

7. Use content marketing. Content marketing is a powerful way to improve a website’s conversion rate by providing valuable information to visitors will build trust and engagement. By providing valuable and informative blog posts on topics related to your business, you can attract visitors to your website and establish yourself as an authority in your industry. This will help to build trust with your visitors, which can lead to higher conversion rates.

By taking these factors into consideration when building your website, you can create a website that is well-designed, user-friendly, and optimized for generating business. We offer complimentary web site audits and would be happy to review your site and make recommendations on how to improve conversion rate.