Does your business website get thousands of visitors daily, but your conversion rate is still low and not increasing?
You probably think you’ve tried everything in the book to create a high-converting website. But now you’re feeling desperate about how to increase your website’s conversion rate.
Don’t despair: your website requires some simple optimizations to increase your conversion rate.
Take a five-minute read below and then implement some value-adding changes to your main driver of sales.
We’re not going to discuss copywriting witchcraft or "visual feast" design that contributes dramatically to the success of a website with its audience. We’re technology mavens who will share with you some technology tricks that are invaluable for building a high-performing and user-friendly website that will drive your visitors toward the desired conversion rates while boosting the profitability of your business.
What is a High-Converting Website?
Consumers need just 0.05 seconds to shape an opinion about your website, which will then impact their final decision: to buy or to leave. First impressions always matter, so first of all, make sure that your website is visually appealing, complete with high-quality and easy-to-read text.
Let’s assume that you’ve intrigued your prospects (if not, go ahead and revisit your design and text elements).
Now it’s time to add a bit of technology so we can create a high-converting website.
In general, conversions occur when your visitors do what you want them to do following your powerful call to action (CTA). A website may call for different actions:
Purchasing a unique product or service
Signing up for a newsletter or other informational products or services
Completing a survey
Sharing content across social media platforms
Options are many, but whatever option you choose will become your paramount goal. It’s why your website was created in the first place. You need to structure your optimization efforts toward making visitors complete the chosen CTA.
Later, when your optimized website performs smoothly, you’ll need to calculate your conversion rate. Use this formula:
Let’s say your website had 20 sales and 1000 visitors the previous month. Your conversion rate would be 20 divided by 1000 and multiplied by 100 – just two conversions.
Is that a satisfying result?
Compare this result with the number of conversions you had previously, and you will get the answer. An optimal conversion rate usually varies between 2% to 5%, depending on your conversion goal, audience demographics and the type of industry you’re in.
Five tricks for Creating a High-Converting Website
There are five simple techniques that will help you modify your website and increase its conversion rate.
Remember to be flexible when using these techniques so you can come up with a unique solution that’s tailored to your individual business’ needs and also your customers’ hearts.
Check your website for design issues
94% of negative website feedback was design-related.
Beware of the mistakes listed below that might ruin your customer’s impression of your website:
Non-intuitive design and twisted navigation. Your visitors should understand the UI and UX logic of the website and have easy access to information about your products and/or services. If they feel disoriented, you risk them clicking off your website and going to your competitors.
Poor color schemes. Selecting the right colors for your website is vital. Your web designer should know the rules and principles of appealing color combinations and the psychological impacts that colors can have. Inadequate colors and poor color combinations can and will discourage your customers from making a purchase.
Readability issues. Opt for easy-to-read fonts. Your visitors should feel comfortable while reading your product or service descriptions. They won’t force themselves into reading intricate and complex texts – simply leaving your site is an easier option for them.
Stock visuals. The images, graphics, videos and any other visuals you use on your site should match the content of your website as a way to help visitors grab and understand your message. Also, do your best to customize them and make them eye-catching.
Outdated design. If your website currently has a dated look and feel, it will be tougher to attract new consumers to it. Keep abreast of the latest trends and hire seasoned consultants to tackle UI/UX design issues for you.
Be original and avoid cliches. You need to develop an aesthetically appealing brand image that highlights and showcases your unique value proposition.
Consolidate the efforts of your UX and SEO specialists
Businesses sometimes need to pay more attention to the importance of a website’s SEO and UX teams working closely together. If you overlook that, you risk damaging your brand’s image or driving the wrong type of traffic to your site.
What if you put UX ahead of SEO? In this case, you might drive poor-quality traffic that’s not your target audience. This is an undesirable result, as ROI will decline along with your audiences’ trust.
What if you put SEO ahead of UX? If you focus too much on SEO, you then risk how your brand is perceived in a negative or unintended way. Texts and UI/UX elements are created equal: your audiences care about both of these, and so should you.
Make sure you strike the right balance between these two critical components. By doing so, you can turn more prospects into satisfied customers by having them stay and be engaged with your website longer and buy more.
Schedule regular website performance audits
Just like you schedule regular medical checkups, your website requires regularly planned audits and conversion data analysis.
If you scan your website for critical issues, correct them and make meaningful changes on time, you’re on the right path to creating a well-functioning, high-converting website.
Consider using SEO, UX and sales KPIs to evaluate your website’s performance. Take a close look below at the following metrics:
Session: the length of time of user interaction on your website
Users and New Users: the number of unique and new website visitors
Bounces: sessions of only one page view
Organic Traffic: sessions driven by unpaid search results
Top Search Queries: the search queries that bring the website the most visitors
Average Page Load Time: the website’s average loading time
Bounce Rate Per Browser: single page session divided by the number of sessions with different browsers
Age and Best Pages by Gender: age distribution of the visitors of your website and your pages that are most popular as per their age or gender
Top Ten Landing Pages: the most popular landing pages of your website
Net Promoter Score: the willingness of the client to recommend your products and services to others
Transactions: the number of transactions completed during a given time frame
Conversion Rate: the number of transactions divided by the number of sessions
Quantity: the total amount of items purchased
There are many efficient tools that can help you to measure these KPIs on your website:
HubSpot Website Grader
Google Search Console
Choose a tool depending on the number of sites you own, your budget allocated for website development and the depth of information that you want to see in your website audit report.
Regular performance monitoring and relevant improvements based on KPIs across your website will help you increase customer engagement and drive more traffic.
Make your web solution mobile-friendly
57% of internet users will not recommend a vendor with a poorly designed mobile web solution.
Let’s be honest: if you fail to provide an excellent mobile user experience, you can basically forget about achieving your business goals.
Over half of the world’s population prefers surfing the web via mobile devices. You need to be on the same page with them.
You might have heard about two types of web applications: responsive and progressive. While a responsive web app may look outdated, a progressive one supports push notifications, dynamic content and other UI/UX design features. The latter is easier to adapt to mobile devices.
The easiest way to check the behavior and layout of your website is by turning to professional QA and testing specialists. They will audit the work of a current solution and test it on all of the different screens, sizes and shapes of mobile gadgets, browsers and versions they support.
Verify website code quality
Last but not least, you have to get through a website quality assurance stage to check that every component functions exactly the way it’s intended to work. And you can’t verify the code quality without a developer first seeing this code.
QA specialists will draw up a website quality assurance checklist and run an entire site or just separate pages using an open-source performance testing tool, Lighthouse, or similar. Such tools provide testers with performance metrics: show the time customers have to wait before a web page is ready for interactions, help track how well the content and layout are rendered, give alerts on interaction issues, estimate loading time and much more.
The Lighthouse performance testing tool is a reliable resource that assigns various metrics for what your high-converting website does well, what requires adjusting and oversight and provides guidelines to help you meet all of your performance criteria goals.
When you have gone through all the five basic steps, we suggested, take a close look at your new business website and feel it. Compare it to some other websites you like. Do you consider yours to be a high-quality site? Be honest with yourself: if you genuinely like the results you have, then your prospects probably will too.
You can’t expect a top-notch solution to come cheap. But when you see how the number of visitors and time they spend on your website increases and how the sales curve goes up, you will realize that investing in web development services is well worth it.