Website screen
Sam Cranwell
Sam Cranwell
15th Dec 2020

How can I increase my website conversion rate?

Being able to hold people’s attention, keep them on your site and get them to convert may seem like a hard task, but when broken down, Conversion Rate Optimisation (CRO) is made up of simple, actionable steps. In addition to UX best practices, you can improve your conversion rate and remove any presumptions when informed by real data and user intention. We’ve detailed three key areas on your site you can test for CRO opportunities, so keep reading if you’re looking for some quick-wins to improve your conversion rate.

Conversion Rate Optimisation (CRO) is the broad term used to encompass a multitude of tactical and technical decisions that ultimately improves the return that your website or app gives you. Typically CRO is an iterative process that should include a hypothesis - something you wish to prove or disprove, a measurable change to your site that puts that hypothesis to test, and the gathering and analysis of data from that test to prove whether you’ve increased or decreased conversions.

1. Design for website conversion

Whilst UI design grabs the attention of your audience, without usability features and a great user experience, your traffic won’t convert. Making improvements here will combine your attention-grabbing visuals with a functional user experience and increase conversions: 

Call to action buttons

Call to action buttons are considered a standard part of web design best practices. Make sure your call to action (CTA) buttons stand out. Your brand colours should feature throughout your site, but the most important area to consider colour is where you want people to click. If your CTA buttons blend in with the rest of the site, people may not recognise them as clickable, or might skip over them completely. 

Whilst there are various resources around colour statistics, such as Neil Patel’s helpful infographic, the best first step is to start with the basics. Using a contrasting colour for your CTA buttons should increase interactions. The best way to evaluate the effectiveness of a specific colour would be to conduct A/B testing. This provides data that can help to inform any permanent decisions to improve your conversion rate.

Clickable areas

Understanding the best positioning for clickable areas is key for CRO. Using a heatmapping and session recording platforms, such as Hotjar and Microsoft Clarity, allows you to view what people are clicking on. In addition, it also reveals where users expect clickable areas to be, otherwise known as dead clicks. An area that isn’t linked but is repeatedly clicked on can easily be optimised by adding a relevant link.

Equally, there may be CTAs across the site that are rarely interacted with. Optimise these areas by viewing heatmaps and session recordings to improve CRO and wider user experience.

Navigation design

Your site navigation should reflect what your audience is looking for in order to be effective. Displaying all of your pages on the top level navigation may be confusing and cause decision fatigue, leading users to bounce (leave your site without visiting any other pages). 

Keep your navigation simple, displaying the most relevant pages in the top level navigation. If you have multiple service pages for example, why not use a sub navigation to categorise them? It will save your audience from facing too much choice all at once, serving as a more digestible option to provide a quality user experience. 

A clean, easy to use navigation will funnel users through your site, providing a straightforward path to find the information they need. Gathering as much data as possible in order to test this area will make this process informed and constructive. Crazy Egg’s breakdown of optimising your navigation for conversions is worth a read for in-depth information to use on your own site. 

2. Content

Your site content needs to persuade your audience to convert. It should outline a problem, focus on your user’s pain points and then offer the solution. For this reason, your content shouldn’t be an after-thought. Creating quality content that provides genuine insights will help keep your users on the site and inspire them to convert. Even informative pages like your  ‘About’ page hold value. If your company ethos and mission resonates with your audience, it’ll add to the likelihood of them converting. 

It’s also important to tailor your offering to your audience in a clear and concise way. Rather than solely listing all the specifics, you should be positioning your offering as a solution to a problem. Focus on the benefits and value the customer will receive by using your company and you’ll be on the right path to an improved conversion rate.

3. Features

CRO isn’t limited to design and content. It also includes features like chat bots, testimonials and site speed improvements. At the heart of CRO is making the process of converting easier for the user. You could add a testimonials banner to display positive reviews, acting as immediate social proof for your users. Perhaps a chatbot would be a wise investment, giving your users immediate support. Versantus are in the process of creating our very own chatbot for this reason: to provide SMEs with a free tool to help your users, which in turn will help your business. 

Even site speed has an impact on conversion rate. A study found that a 1 second delay in page response can result in a 7% reduction in conversions. That’s a large percentage for a single second, meaning that any speed improvements will benefit your current conversion rate. 

CRO means taking into consideration all the factors that could be getting in the way of that conversion. Whether it’s improving your site speed, adding AI functionality or including social proof on your key pages, your site will benefit from these additions in the long run. 

The importance of using data for website conversion

With every element of CRO, it’s important to remember the main tool that should inform all your decisions: data. Use A/B testing, heatmapping, session recordings, and journey mapping to understand user intention. Then review what’s stopping them from converting, and what could be changed to improve that process. Without data, any changes will be a stab in the dark with unknown consequences. With data, you’ll be well informed with valuable insights to make constructive, effective decisions to improve conversion rate. 

Whilst you may consider that CRO is part of website best practices, we’d go a step further and suggest that it should become part of your standard process, particularly when you’re making changes or developing new areas of your website. Whichever area of CRO you decide to start focusing on, make sure your tests are set up correctly and they run for long enough to gain a large pool of data.

If you have any doubts or don’t know where to start, Versantus can help answer your questions. With long-standing experience of creating and optimising business’ solutions, our highly-skilled team can support you in your CRO journey.

Either give us a call on 01865 422122 or send us a message with your company details and we’ll review how we can support your business. 

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