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Four Simple Ways to Increase Website Conversion Rates

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In this article, you'll learn...

  • Some elements of website design that boost conversion
  • Common website design errors that could crush sales

If you are doing business online, you are probably looking for innovative ways to convert your site visitors into customers. Businesses are constantly searching for new techniques that will lead to a higher online conversion rate.

A professionally designed website is the first tool you will need to increase your conversion rate. Your website needs to be designed with SEO in mind; in fact, every detail of your site needs to consider SEO.

Now let's point out four ways to improve your website's conversion rate.

1. Point in the right direction

Once your website has been designed and is up and running, ask yourself, "Where are my links directing my potential customers to?"


Have you made the mistake—and many businesses do—of linking to your homepage instead of to the products and services you provide? To avoid that mistake, ask yourself, "Does this page directly relate to the link my customer clicked on?"

Often, your potential customers will click a link about a specific product (say, a dog leash) from one of your text ads on a search engine results page. Those visitors could become frustrated if they land on a homepage instead of a product page.

Those potential customers won't necessarily care at that point who you are and what your company is about; they simply want to buy a dog leash and leave. So they will leave a site if they need to spend too much time searching.

2. Improve the content on your site

We know that content is king, especially for search engines, but how much information are you providing to your customer? You should provide enough information about your products and services for your customer to make an informed, immediate purchase decision.

Customers hate having to dig around for additional information or having to email you to find out more product details. If you are leaving out product information, you are losing conversions.

Use SEO tactics when creating content for your site. That includes spending time doing keyword research, properly titling and indexing your pages, and providing relevant content on your various site pages. Be sure to include detailed product information and prices, and fees for your services.

If you leave too much to the imagination, you will lose potential customers who cannot be bothered to waste time digging.

3. Place contact information and calls to action in easy-to-find positions

The best placement for your contact information is at the top of the page, above the fold. Use bright, bold text to make your call to action stand out and to ensure it is easy to read.

Your call to action and contact info should be on every landing page so customers don't have to spend time trying to find out how to reach you to make a purchase. Invite your customers to call or email you.

Not asking site visitors to take some form of action could be your biggest downfall.

4. Consider your overall website design

Is your website visually cluttered and overflowing with too much information? Is your website poorly designed with hard-to-read logos or missing relevant data?

What would happen if you went into a local store that was poorly organized with bare shelves and shoddy lighting? Would you stay? Or would you leave and visit a competitor's store? Many of us would leave and head to a store that offered a more pleasant, efficient shopping experience.

The same applies to your website, which is the storefront of your business. You need to make it stand out with a clean, user-friendly layout. Your website should give visitors the feeling that you are a respectable, trustworthy company. If you ensure that it does, you will see an increase in overall conversions.


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Jason Hennessey is director of SEO at Everspark Interactive, a full-service SEO agency.

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Comments

  • by Vickie Siculiano Wed Jul 13, 2011 via web

    Thanks for sharing this information on how to increase website conversions. I'm in the middle of doing a website redesign right now, and one of the things that's so difficult for alot of people to understand is that even if you know it's there, your visitors won't necessarily see it. Your #3 tip speaks to that - above the fold, and keep it to the right - easy calls to action. You never know what else a visitor is doing while they're on your site. Make it easy for them and you'll reap the rewards for a long time to come with these simple website design tips. Thanks!

    Vickie Siculiano, PMP
    http://saywowmarketing.com

  • by Ken Jansen Wed Jul 13, 2011 via web

    I need to work on #3. This is great. I am working on revising some of my pages to get the CTA higher up on the page. I just read in article on SEOmoz about the average window being 768(?) high on the average screen. Most of my CTAs are either in the navigation portion, but the secondary are in the text and below the 768 mark. Thank you.

  • by Bowen Wed Jul 13, 2011 via web

    The best placement for your contact information is at the top of the page, above the fold. Use bright, bold text to make your call to action stand out and to ensure it is easy to read.

  • by Nick Stamoulis Thu Jul 14, 2011 via web

    Linking to appropriate pages in so important. Your site has to match up with the user's expectations. If they are expecting A and you deliver Q, many visitors will feel like they've been tricked into coming to your site.

  • by Derek M. Fri Jul 15, 2011 via web

    Good article, and a few of these items may appear easy to do but I do not necessarily think "simple" is the operative word.... #'s 2 and 4 can pose more of a challenge than you are lead to believe here.

  • by Aarti limaye Thu Jul 28, 2011 via web

    Excellent insights. Many times these critical points are overlooked. Will work on my website now.

  • by Krista Thu Aug 4, 2011 via web

    Excellent tips. Of course, clarifying something and making them simple is a lot harder than it is. It takes a whole lot of thinking to create a simple website compared to a damn-it's-cluttered website. Or worse, a website which looks totally cheezy and not credible at all.

  • by Amanda Wed Jan 4, 2012 via web

    great content, excellent suggestions, great advice we can use for our clients at www.contentequalsmoney.com

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