It’s common knowledge that the success of your website is shown through your conversion rate.

You might get a decent amount of traffic to your website, but if none of these convert into actual customers, your SEO, social media marketing and all of your trade-driven techniques are wasted.

So, what can you do to improve your conversions?

1. Add more call-to-actions

Opportunities to convert are limited when you provide minimal call-to-action measures. You need multiple call-to-actions, and you need to make sure that they are clear and concise so your customers understand what to do. Place them throughout your site and ensure that they are prominent and persuasive.

2. Remove distractions

Don’t distract visitors away from conversion techniques with multiple images or loads of text, as this will encourage them to leave. Use heat maps to analyse how your traffic is reacting to your site layout and determine how you can adjust your focus towards more valuable information for your visitors.

3. Speed up loading time

When your website takes longer than three seconds to load, the majority of your visitors will become impatient and exit your website to find an alternative. Look for factors that might be slowing you down like broken links, messy code and mobile incompatibility, and increase your loading speed so your visitors will always return.

4. Guarantee usability on all devices

If you have structural issues and your website does not translate consistently over multiple devices, visitors may be unable to easily navigate and find what they are looking for. By running usability tests, you can make sure that your website is optimised to all devices, as well as all browsers.

5. Focus your web content

You should read through all of your web copy to see if it makes sense and is readable for your customer; you might be able to understand it, but your customer may not. Make sure that you put your message across in a simple, but compelling, manner so they can grasp what your business is about and how it can benefit them.

6. Avoid improper targeting

Clarify your target audience and focus on conversion techniques relevant to them, rather than trying to please everyone. Utilise market research results, and services such as Google Analytics, to define your demographics and tailor your website to their needs. This information can help you understand how and why the traffic found your site, so you can cater to their specific requirements and recognise the best outlets for your business.

Maintaining a successful conversion rate means ongoing tweaks and regular updates to your website, so study your analytics frequently and find the perfect solutions for you. Invest in A/B testing, to test every change you make, and measure and review results on a regular basis so you can gain back every lost conversion.

To get more information about Conversion Rate Optimisation (CRO), get in touch with our experts by calling 01284 706842 or emailing

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