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Tried And Tested Methods To Increase Conversion Rate

Getting traffic to your website is great, but if that traffic is not converting into customers, it can be incredibly frustrating. Thankfully, there are various tried and tested ways to increase conversion rate. And this digital guide is going to help you boost your conversion rate and get more customers.

What Is A Conversion Rate?

The conversion rate is simply the percentage of website visitors that take a desired action out of the total number of website visitors.

For example, if you have an e-commerce website and want your web visitors to buy your product, you would divide the total number of sales by the total number of website visitors within a specific time frame and that would be your conversion rate.

So, if you had 50 purchases from 1,000 website visitors over the space of 6 months, your conversion rate in that 6 months would be 5%.

The desired action varies on the type of website and business. Common types of desired actions include:

  • Product sales
  • Email newsletter sign-ups
  • Online bookings
  • Download guide/brochure/PDF
  • Generate leads

What Is Considered To Be A Good Conversion Rate?

Average conversion rates vary depending on the type of business and niche you have. But according to Neil Patel, 2-5% is considered an average conversion rate across the board.

Data from Wordstream found that 2.35% is a standard median conversion rate, and websites with a conversion rate of 5.31% or higher are usually in the top 25% of websites in their industry. Websites in the top 10% in their niche tend to have a conversion rate of 11.45%.

Average Conversion Rate Graph – Wordstream

How To Increase Conversion Rate

There are various ways to significantly increase conversion rate. So, let’s jump right in…

Add Testimonials And Case Studies To Your Website To Increase Conversion Rate

Did you know that 97% of consumers look at reviews before making a purchase? Customer testimonials, reviews and case studies are an excellent way to build trust with your target audience and encourage sales.

Graduate job site WikiJobs ran A/B testing to test the difference in conversion rate after adding three customer testimonials to its website – the testimonials led to a conversion rate increase of 34%!

If your website doesn’t have customer reviews or testimonials, it’s time to add them. Ensure they are placed on prominent landing pages, such as the home page and product/services pages.

Reviews should also be used strategically on conversion-intended communication, such as email newsletters, event registration, and abandoned cart emails.

Case studies are useful as they not only prove that your business can help the consumer, they outline how your business is going to help them.

Keep Forms Short And Simple To Increase Conversion Rate

Forms, such as newsletter sign-up forms, can be a useful way to learn more about your web visitors. However, lengthy or complicated forms may be hurting your conversion rates.

We’re not the most patient of creatures, especially when we’re surfing the web. And if we come across a long form, we’re less likely to complete it.

A test carried out by Marketo found a 3.4% increase in conversion rate when a form was reduced from 9 fields to 5.

As well as shortening your existing forms, you can also simplify the process by providing the option to sign up through a third-party account, such as Google or a social media account.

Choose The Right Colours For Your Website

Aside from being a tad impatient, we can also be pretty judgemental… According to WebpageFX, we judge a website (and therefore a business) within 90 seconds of seeing it! The vast majority of this judgement is based on colour alone.

The colours you choose for your website should be considered carefully. Having the right colour palette can make a website more appealing, improve brand perception and help your web visitors to remember your brand.

And yes, having the right colours on your website can even increase conversions. A top tip when choosing the best colours for your website is to focus on colours that are most appealing to your target demographic.

Find out more about choosing the website colours in this Neil Patel blog.

Allow Guest Shopping

If you’re an avid online shopper (like me), I’m sure you’ll agree that being forced to create an account or log in to an existing account when purchasing from a website is annoying.

We’re not the only ones. A study by Baymard Institute found that a whopping 37% of customers will abandon a website if they are expected to create an account in order to checkout.

Allowing web visitors to check out as a guest is sure to increase conversion rate and prevent your web visitors from abandoning their cart. Be sure to make it clear that guest checkout is a possibility.

Create Abandoned Cart Emails

If someone has added a product or service to their cart and then left the website, you can be sure of two things… Firstly, they are a potential customer. Secondly, they are interested in your product or service.

All they need is a little nudge to get them to complete the purchase. And that’s where abandoned cart emails come in. Abandoned cart email campaigns are a simple yet effective way to increase conversion rate. With the right tactics, up to 35% of abandoned sales are recoverable.

An example of a good abandoned cart email campaign includes an initial email sent within hours of the cart abandonment reminding the potential customer about the products in their basket.

If this isn’t enough to complete the sale, perhaps follow it up with a second email that includes a discount code.

Improve Page Speed To Increase Conversion Rate

How many times have you abandoned a website because it didn’t load quickly? Around 40% of us will leave a website if it doesn’t load within three seconds.

If the elements of your webpage are slow to load, you will have a high bounce rate and low conversion rate. Page speed is even more crucial on the mobile version of your site. Website speed is one of three core web vitals that should be carefully tracked and improved if required.

In June 2021, Google announced that core web vitals relating to website speed, responsiveness and visual stability will be used as ranking signals when ranking your website. Google PageSpeed is a useful tool to use to gain an understanding of your site’s speed.

Add A Pop-Up

And finally… add a pop-up. Pop ups are an effective way to increase conversion rate – if done properly. The average conversion rate for pop-ups is 3.09% according to a study carried out by Sumo.

We recommend testing different pop ups until you find one that works well. And once you have nailed the pop-up, ensure a cookie is put in place to ensure it only appears once to each user (otherwise it may annoy the web visitor). Also, ensure it is easy to close the pop-up, especially on mobile.

Need Help Increasing Your Conversion Rate?

We can help! Here at AdLens Digital, we are a digital marketing agency offering a wide range of professional services. Get in touch today.

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