How to increase website conversion and what it should be

It is the ultimate goal of any online marketer to increase the amount of people who visit their website, make a purchase or sign up for a free trial, and eventually turn into paying customers. The more you learn about how someone else’s website works, the better you can optimize your own to be more persuasive.

In the same way an adwords professional would work to increase the number of searches performed daily on Google, so too does an SEO specialist strive to increase the click-through rate and conversion of a website. This is usually done by focusing on three key areas; the homepage, the copywriting and the design. Below you’ll find a comprehensive guide that will give you an idea of what it takes to increase website conversions and how you can get started.

The Basics

In the beginning of 2018, Google released its most recent Mobile Search Volume report. According to the report, mobile searches reached 489 billion worldwide in 2019 with China, India and the United States each contributing 46% of the searches. In the same year, global mobile searches increased by 30% compared to 2018.

The majority of people are searching on their phones for information, so it’s essential that your website is mobile-friendly. Take a look at the desktop vs mobile comparison below to see why.

• Desktop website
• Mobile website
• Ratio

If your website isn’t mobile-friendly, you’ll struggle to appear in the mobile search results. Although there are many advantages to a mobile-friendly website, the primary advantage is that it will ensure that you appear in the mobile search results when your potential customers are searching for products or services related to your industry.

Homepage Design

The homepage is, generally, the first thing a potential customer sees when they arrive at your website. It is, therefore, the most important part of the website. The goal of the homepage is to catch the attention of the user and engage them to click further into your website. To put it simply, the better your homepage, the more money you’ll make.

To create an amazing homepage, you must have a clear idea of what you want it to look like. If you have a designer on your team, they can help you lay out a structure for the page. If not, it’s time to learn some basic design skills.

The homepage should include;

• An introduction to the brand/company (e.g., Why should I purchase your product? What sets you apart from other companies in your industry?)
• A clear call to action (e.g., To start shopping, simply click here)
• High quality product images (e.g., To see what your product looks like, simply click here)
• Content positioned around these visuals (e.g., More information about the product…

A well-designed and easy-to-navigate homepage will increase the chances of the user reaching their desired goal (i.e., making a purchase) by providing them with exactly what they’re looking for. It should also make them come back for more.

Content

Content is, generally, the second most important part of a website after the design. The goal of the content is to generate interest in the product/service through interesting and relevant information that appeals to the audience.

There are three types of content you’ll need to have on your website to increase the chances of a user converting to a customer;

• Product descriptions: Give users the information they need to make a purchase decision
• Useful resource (e.g., how-to articles, FAQs, guides etc.): Give users the information they need to use the product or service successfully
• Customer testimonials: Give users information about how other customers feel about your product

You could also use customer case studies to demonstrate the success of your product or service to potential customers. The idea is to persuade the user to try your product or service because it is beneficial to them. This type of content usually works best when accompanied by high-quality product images.

Redesign

Depending on your sales funnel, the design of your website may determine how well it converts. If you’re still using a funnels template from a brand-new website you built a few years ago, it’s high time for an update!

While the design of your website will undoubtedly be crucial in terms of converting traffic into paying customers, it’s important to ensure that the layout and the navigation are user-friendly. When users reach the end of their navigation trail and discover that they’ve got nowhere to go or return to, they’re most likely to give up before reaching their desired destination. Therefore, the last thing you want is to annoy your customers by making them spend more time than necessary on your website.

With the exception of eCommerce websites, your customers will never be far from the exit. It is, therefore, imperative that you create a seamless and flawless flow from the homepage to the checkout. If you have a designer on your team, they can help you establish a structure for the page and provide you with a mock-up of the final product. Alternatively, you can use a tool like Squarespace or Wix to quickly build a professional-looking eCommerce store without the need for any coding knowledge.

As you can see from the above, the design, content and navigation of your website are all closely linked. If you’re not sure how to begin, start with the homepage and work your way down. Once you’ve established the structure for the page, move on to the next step.