If you want to increase the conversion on your website, we have 10 simple steps for you that will help you achieve this goal.
Step 1: Optimizing the checkout process
One way to increase conversion on a website is to optimize the checkout process. This can be achieved by eliminating unnecessary steps, simplifying forms, and providing different payment options. The simpler and faster the checkout process is, the more people will decide to make a purchase. Additionally, it is important that prices and purchase conditions are clear. There is no need to hide additional costs or hide information about purchase conditions. Such practices may cause potential customers to give up on the purchase or lose trust in the store.
Eliminating unnecessary steps
To remove unnecessary steps from the checkout process, it is necessary to analyze what they are and whether they are actually necessary. Often there are steps that are required only for the convenience of the store or for obtaining additional information, but are not necessary for the purchase. In such cases, consider removing or simplifying them.
Forms are an important part of the checkout process, but can also be a source of frustration for customers. To simplify forms, limit the number of required fields to a minimum, and allow for their automatic completion (e.g. by integrating with a Google or Facebook account). You can also consider introducing a “one-click” function for registered users to make a purchase.
Providing different payment options
Enabling different payment options (e.g. bank transfer, credit card, PayPal, online payment systems such as PayU, etc.) can be key to increasing conversion. Each customer may have different preferences for the payment method, so it is important to provide them with the option to choose the one that suits them best.
Step 2: Improving the website’s usability
Another important aspect to consider when trying to increase conversion is the usability of the website. A website that is easy to navigate, has a clear structure and is visually appealing will be more likely to retain visitors and encourage them to make a purchase. Some ways to improve usability include:
- Ensuring that the website loads quickly
- Organizing the website’s content in a logical and clear way
- Making sure that the website is responsive and looks good on different devices (e.g. desktop, mobile, tablet)
- Using high-quality images and videos to showcase products
- Providing clear and concise product descriptions
Step 3: Improving navigation and website layout
Improving the navigation on a website is important for increasing conversion, as it allows for easy and quick movement around the site and enables customers to easily find the products or services that interest them. This can be achieved through a clear menu, internal links, and appropriate naming of sections.
The aesthetic appearance of the website and design consistency also play an important role in building customer credibility and trust. A website that is aesthetically pleasing to the eye and has a consistent design will be more attention-grabbing and encourage purchases.
Step 4: Improving website loading speed
Optimizing website loading speed is important for increasing conversion, as it affects the bounce rate and conversion rate. The faster the website loads, the fewer people will abandon it or fail to find what they are looking for. You can improve website loading speed by compressing images, removing unnecessary scripts, and hosting the website on a performant server.
It is also worth noting that website loading speed is one of the factors that influence search engine rankings. Websites that load quickly may obtain a better position in search results, which in turn can lead to more traffic to the website and ultimately higher conversion.
Step 5: Mobile device compatibility
Responsiveness and adaptation to different screen sizes are important for increasing conversion, as more and more people use mobile devices to browse the internet. A website that is not responsive or adapted to screen sizes may be difficult to use and deter potential customers.
To optimize the website for mobile devices, it is worth ensuring that the text is easy to read, adapting the forms for data input using a phone keyboard, and selecting fields with your finger. It is often necessary to build a completely separate view of the mobile version of the website.
Step 6: Improving content and attracting attention
To attract attention and encourage users to continue browsing the website, it is worth creating attention-grabbing and engaging content. This can be achieved through the use of headings, underlines, lists, and quotes that will help highlight important information and encourage further reading.
In addition, it is worth treating your website as a virtual salesperson. This means that the content on the website should be constructed in such a way as to encourage users to make a purchase or take another desired action (such as subscribing to a newsletter). To this end, it is worth using techniques such as describing benefits, using emotional language, and emphasizing time limitations.
It is also important that the content is clear and understandable for users and that the benefits that users can achieve by making a purchase or taking another action are clearly conveyed.
Step 7: Use appropriate keywords
Using appropriate keywords can have a big impact on the effectiveness of a website. Therefore, it is important to choose and use the right keywords. This can be done by using keywords in the optimization of titles and descriptions of the page, as well as in the content on the page.
It is also worth emphasizing that keywords are important for SEO and can attract users from search results. Therefore, it is worth spending enough time on selecting the right keywords and using them correctly.
Below are the basic rules for using keywords:
Optimization of titles and descriptions of the page
- Placing keywords at the beginning of the title and description, as they are more visible to search engines
- Avoiding repeating the same keywords too often, as this can lead to penalization by search engines
- Adapting titles and descriptions to the given page, so that they are related to its content
Optimization of content on the page
- Placing keywords in headlines, as they are more visible to search engines and users
- Avoiding excessive use of keywords, as this can lead to penalization by search engines and unsightly reading for users
- Adapting keywords to the content of the page, so that they are related to its content and naturally fit into the text.
Other tips for using keywords in content
- Using synonyms for keywords to avoid repeating the same words too often
- Using keyword phrases to better meet the needs of users
- Including keywords in subheadings and paragraphs to make navigation easier and make it easier for search engines to index content
- Using keywords in descriptions of images and multimedia files to make them easier for search engines to index.
Step 8: Effective call to action
An effective call to action is an important element of a website because it encourages users to take a specific action, such as purchasing a product or signing up for a newsletter. To make calls to action effective, it is important to clearly communicate the benefits to the user.
It is also important to use the appropriate buttons and colors to make them stand out and match the design of the site. Calls to action should also be placed in the appropriate places on the page so that they are easily accessible and visible. When creating calls to action, it is worth remembering that different colors can symbolize different actions and affect the feelings and behavior of users.
Here are some examples:
Red: symbolizes emotions and urgency, so it is often used on “Buy Now” or “Sign Up” buttons.
Green: is associated with nature and a sense of security, so it is often used on “Order Now” or “Take advantage of the offer” buttons.
Blue: is considered a color of calm and professionalism and is often used for “Sign up for newsletter” or “Log in” buttons.
Yellow: is associated with joy and optimism. It is used on buttons such as “Check now” or “Get a bonus”.
CTA doesn’t have to be like everyone else’s, we can also play with this form. Here are some examples of interesting calls-to-action:
“Get your free guide now”
“Join the thousands of happy customers”
“Find out what all the fuss is about”
“Get your special offer”
“Don’t miss out on this opportunity”
Step 9: Implementing Conversion Tracking Tools
Implementing conversion tracking tools is an important step in optimizing a website. These tools allow you to better understand user behavior and draw conclusions about what works on the site and what needs to be improved. Tools such as Google Analytics and Hotjar allow you to collect data on website traffic, traffic sources, user behavior, and conversions.
This allows for better targeting of marketing efforts and more effective use of budget. In addition, conversion tracking tools allow you to set goals and track their progress, which is important for evaluating the effectiveness of actions and making further business decisions.
Pros of Google Analytics
- A free tool from Google that allows you to track website traffic
- The ability to set goals that allow you to monitor progress in achieving specific actions (e.g. increasing subscribers)
- A wide range of reports and indicators that help understand user behavior on the site
- Integration with other Google tools such as Google Ads or Google Search Console
Cons of Google Analytics
- Possible difficulties in configuration for beginners
- May be overwhelming with the amount of data and options
Pros of Hotjar
- Easy to use and intuitive interfaces
- Ability to track website traffic using heatmaps and visual recordings
- Ability to conduct surveys and research with users
- Segmentation function that allows tracking website traffic for specific user groups
Cons of Hotjar
- Paid tool, although free trial versions are available
- Heavily loads the website, affecting its speed
Step 10: Defining Goals and Success Metrics
Once we have analytics configured and have access to the appropriate data, it is necessary to define goals and success metrics that will allow us to assess whether our actions are producing the desired results.
Defining goals and success metrics is an extremely important step in the process of increasing conversions on a website. Before starting any actions, it is necessary to clearly define what we want to achieve. This can be, for example, increasing sales for an ecommerce or increasing the number of leads for a B2B company.
Below are some examples of measurable goals:
Goals for ecommerce:
- Increase sales by 10% over the next three months.
- Increase the average basket value by 5% over the next three months.
- Increase the number of orders from the shopping cart by 20% over the next three months.
- Reduce the number of order returns by 10% over the next three months.
- Increase the number of product recommendations using the “Recommend to a Friend” option by 15% over the next three months.
Goals for B2B companies:
- Increase the number of quote requests by 20% over the next three months.
- Increase the number of registrations for a webinar by 15% over the next three months.
- Increase the number of newsletter subscriptions by 10% over the next three months.
- Increase the number of contacts with potential customers by 25% over the next three months.
- Increase the number of contracts signed with new customers by 15% over the next three months.
Increasing conversion on a website requires work and planning, but it is certainly worth it.
With these 10 simple steps, you can optimize your website to attract as many potential customers as possible and encourage them to take specific action.
It is also important to continuously monitor and analyze the data to identify areas for improvement and adjust your strategy accordingly.
Sources/expanding the topic:
- “The Impact of Website Speed on Conversion Rate: A Case Study” – a study conducted by Unbounce showing how website loading speed affects conversion rate (https://www.unbounce.com/conversion-rate-optimization/website-speed-conversion-rate/)
- “Mobile Marketing Statistics compilation” – a compilation of statistics on mobile marketing, including conversion rates on mobile websites (https://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/)
- “The Impact of Reviews on Conversion: A Meta-Analysis” – a meta-analysis conducted by the University of South Carolina showing how customer reviews affect conversion (https://www.journalofmarketingresearch.org/article/impact-reviews-conversion-meta-analysis)
- “Why We Abandon Websites: A Study of User Behavior” – a study conducted by Baymard Institute analyzing user behavior when leaving websites (https://baymard.com/lists/cart-abandonment-rate)
- “Conversion Optimization: The Definitive Guide” – a conversion optimization guide from ConversionXL containing tips on various aspects of increasing conversion (https://www.conversionxl.com/conversion-optimization-definitive-guide/)