A website’s success is often measured by how high its conversion rates are and the higher the conversion rates the higher the sales volume. Therefore, it is absolutely essential that websites are optimised for the highest conversion rate.
Of course specific changes should be made on a case-by-case basis by first identifying how users are interacting with a site and where the user journey can be amended to improve conversion rates. However, there are some basic steps that can be followed as a starting point.
We look at 5 easy ways to improve conversion rates on your website that can be implemented right now.
Use call to action buttons with strong contrasting colours
The call to action buttons need to be seen for users to click on them. This may seem obvious but too many times companies choose to hide their call to action buttons by simply making them blend in to their surroundings.
Pick a colour that has a high contrast to the primary colour of your website. Use this colour for your call to action buttons and don’t use it for any other element. This will instantly lift these buttons off the page making them stand out and draw the attention of the user.
Offer proof that your product works
Whatever you are selling make sure that you convince your users that not only do they need it, but they need to buy it from you rather than from one of your competitors. Be bold and do it well.
Add in customer testimonials where previous customers leave reviews of the product and of your company. Include case studies where possible where you can go in depth about the benefits of the product, the process you took to produce it, and the effects it has had on existing customers.
Furthermore, if you have a lot of customers following your brand on social media, show it off. No one wants to be the first to use a product so show your user that others use it too.
Create a sense of urgency
Push your users to make a sale by enlisting a sense of urgency. Add sales or special offers for a limited time only and add a countdown timer so the user knows that a purchase must be made within the deadline.
If there are only a few items in stock let users know and if you can show them how many other people are also currently looking at the product this will only increase the chance of a sale. If your product has unlimited stock then offer a special gift with purchases for a limited time only or a discount for the first 100 customers.
Shorten your forms
Users hate filling out forms and the longer the form is the more likely that the user will simply click off your website.
Only add in fields that are absolutely essential and remove anything that is unrelated to the goal. Sign-up forms in particular act as a barrier to purchase and if possible you should add a guest checkout option.
Optimise your site for mobile
Make it easy for your users to navigate your site regardless of which device they are using.
It’s also better to identify how a user’s needs may change depending on device. A restaurant, for example, should present their phone number, map and opening times prominently to users on a mobile as it’s likely they’re looking for directions on the go. Whereas, on a desktop it is likely that users will be looking for a booking form and menus.
The simple and easy ways to improve conversion rates that are outlined above are just some of the ways your website can be enhanced and of course there are many more.
To truly optimise your site to improve conversion rates it is best to continually analyse exactly how your users are interacting with your website and identify where the user journey can be amended.