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4 Best Practices to Improve Your Website’s Conversion Rate

Website Conversion May 24th, 2021

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4 Best Practices to Improve Your Website's Conversion Rate

Are you struggling to receive the flood of leads you’ve been dreaming of through your website? Or maybe you’re tired of getting low-quality form submissions? If so, we understand the frustration that comes from having a great product or service but not reaching the right people.

Luckily, TechWyse is here to offer 4 helpful tips to bulk up your website’s conversion rate! Whether it’s an outdated design, or missing call-to-actions, this article will help you identify problem areas. Let’s take a look!

1. Have a Powerful Homepage Design

Did you know that a viewer will judge your website within the first 0.05 seconds of looking at it? This means you have 0.05 milliseconds to convince viewers that your brand’s website is worth browsing! Integral to proving the worth of a website is its homepage design. However, what does powerful homepage design look like? Good question, let’s take a look!

The first sign of powerful homepage design is an eye-catching header image that sets the tone for your website. For example, an adventure tour company might want to build excitement through their header so people get excited about their business.

However, if they put a picture of their office in their header, people aren’t going to have an emotional response to their site and will be less intrigued to browse. Here, a better image would be one of the adventure trips that the company offers, as the header image and text can make or break your website’s traffic.

The second sign of a website that converts is that major selling points and essential pieces of information about the product or service are easily found on the homepage. This simplifies the navigation of your optimized website and guides users to where they will find the needed information.

For example, don’t place the services you offer at the bottom of a page – instead, showcase your services within the first couple scrolls of your homepage. This helps the user understand whether you offer what they need, while also guiding them to a page that will help convert them into a lead. This can also provide an opportunity to add text that supports the website’s SEO.

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2. Ensure It’s Responsive for Mobile Usage

68.1% of all international website visits are from mobile devices, so they are the largest demographic to appeal to. Due to this, a mobile-friendly website is essential to a high-converting and high-ranking website.

Mobile-friendly websites improve conversions for an obvious reason: users won’t convert if they can’t navigate or conveniently use a website. Therefore, having a design that adapts to mobile devices is key to enabling the consumer journey.

An example of this is the difference between a banner menu and a hamburger menu. A banner menu looks great across the top of a desktop browser, however, it doesn’t work well for mobile users. So, if a user has to play with your menu to navigate your website, your bounce rate will likely be high. Instead, a mobile-friendly website would convert your menu into a hamburger menu. A hamburger menu compacts your options while still making them easily accessible.

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Your website’s SEO will also be heavily impacted if it doesn’t have a mobile-friendly version. Since there’s such a high volume of mobile users, Google adapted its ranking algorithm to accommodate those on mobile devices. Now, Google prioritizes mobile content for indexing and ranking websites. This being said, it’s not required to have a mobile-friendly website, but it definitely makes a difference.

3. Use Strategic Calls-to-Action

Calls-to-action are a major source for your website’s conversions. Whether the CTA is to contact you or to learn more, these guide users to make the desired decision! Therefore, without clear, and well placed CTAs, your website’s conversion rate is likely low.

To ensure your calls-to-action are clear, there are two elements you should consider. The first element is to have a CTA that stands out. Sometimes, calls-to-action will be integrated in the text of a webpage. However, buttons tend to stand out on a page and provide a more obvious direction of clicking on them. So, using a button whose colour stands out on the page clearly shows viewers what their next action can be.

The second element is re-evaluating the text being used. Using creative text for your CTAs is a great idea, but it still needs to clearly explain what the user is clicking for. For example, “Contact Us” is a clear yet standard call-to-action. Instead, maybe you use the call-to-action “Request Information” or “Speak To An Expert”. Both these alternatives imply they are contacting you while adding a fun twist to the commonly used CTA “Contact Us”.

Now that you’ve perfected your CTAs, it’s time to place them where they will convert. While this might seem complicated, it is actually quite simple: place a call-to-action everywhere you can convert. However, this is very general so let’s break it down a bit. The first location is within your menu banner. Determine your primary call-to-action (ex Contact Us) and put that button directly into your menu section. This ensures that no matter where the user is, they will have a clear destination to contact you at.

The second place is in your header image. When users enter your website, your header will entice them to browse while your CTA directs them to the next major step. For example, if you want users to contact you, put that button directly on your header.

The final placements are after each major piece of information on your pages to the next logical step. When you’ve shared information about your company, your services, your testimonials, etc, it is important you direct them to where they can action out that information.

For example, on the “Services” fold of your homepage, you’d likely link them to the full services page so they can learn more. Once they learn about your services, then you would link them to your contact page so that the information you’ve given them is actionable. Overall, you want to use your calls-to-action to guide users and ensure you’re capitalizing on each section of your website.

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4. Use Simple, Yet Engaging, Methods of Contact

The most important function of your website is ensuring users have a means of contacting you. However, making it fun can not only improve your website’s conversion rate, but also improve the quality of your leads.

The first way to improve your client communication is by revamping your existing contact forms. One method of doing this is to apply graphics to your form. Adding graphics improves this point of conversion for two reasons. First, the images create a visually stimulating form that stands out to users that are bored of standard forms. Second, it helps ensure there is a clarity in the form, as images helps users conceptualize what they’re requesting and thereby minimize confusion.

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Another creative method to improve website conversion rates is through quizzes. Quizzes are a great way to generate leads, engage users, and build your brand’s personality. They can also be applied in a variety of different ways.

One way to use a quiz for communication is by offering a personalized service/product recommendation when they provide their email. For example, a skin care line could ask questions about skin types for a face wash recommendation. Once they complete the quiz, they provide and submit their email address. This establishes an emailing list for newsletters or sales outreach.

Another simple method is asking questions that will be followed up by a sales rep. For example, a user that isn’t sure what exact product or service they need fills out the quiz and submits it. Once that’s done, your sales team can contact the user with a previous understanding of what their needs are. Either way, the user will have a fun experience with your brand while you gather the relevant information to contact them with.

In Conclusion

Frequently re-assessing your website to stay current with best practices is an important part of any business’ online presence. A website is a brand’s story and is the focal point of all marketing efforts. Therefore, without an optimized website to support your brand, it’ll be difficult to increase your conversions and grow your business.

At TechWyse, we are dedicated to helping businesses large and small establish a powerful online identity. To do so, we frequently perform website audits to support the reinvigoration of company website’s. If you need help identifying new means of conversions, contact us today to request your website audit!

 

Post By Courtney Trim (4 Posts)

Courtney is a Project Manager at TechWyse and coaches soccer in her spare time. Her favourite way to spend her time is with friends in the sun!

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Courtney is a Project Manager at TechWyse and coaches soccer in her spare time. Her favourite way to spend her time is with friends in the sun!
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4 Best Practices to Improve Your Website’s Conversion Rate

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