Optimizing conversion rates is a key goal for any business that relies on its website to generate leads or sales. Here are some ways to optimize conversion rates, along with real-life examples:
Streamline the user experience
Simplifying the user experience can lead to an increase in conversion rates. For example, Dropbox increased its conversion rates by 60% by simplifying its signup process, removing extraneous information and fields, and making the process more intuitive and user-friendly.
Create clear calls to action
Effective calls to action can help to guide visitors toward desired actions, such as making a purchase or filling out a lead form. A well-designed call to action should be visually prominent and use persuasive language. HubSpot, for example, saw a 55% increase in leads by optimizing its call-to-action language.
Use social proof
Social proof, such as customer testimonials or user reviews, can help to build trust with potential customers and increase conversion rates.
“Testimonials from real customers are a highly effective way to build trust and inspire confidence in buyers,” said Paul Dughi, CEO at StrongerContent.com.
Basecamp increased its signups by 102% by adding customer testimonials to its website.
Implement retargeting
Retargeting is a marketing tactic that involves targeting ads to users who have previously interacted with your website or brand. By keeping your brand top-of-mind for these users, you can increase the likelihood that they will eventually convert. AdRoll saw a 9x increase in conversion rates by implementing a retargeting campaign.
Improve page load speed
Slow page load times can lead to increased bounce rates and lower conversion rates. By improving page load speed, you can increase the likelihood that visitors will stay on your site and complete desired actions. Walmart, for example, increased their conversion rates by 2% for every second they reduced their page load time.
Offer a guarantee
Offering a money-back guarantee or a satisfaction guarantee can help to alleviate any concerns potential customers may have about your product or service. For example, Zappos increased its conversion rates by 6-7% by offering a 365-day return policy.
Use scarcity and urgency
Creating a sense of scarcity or urgency can encourage visitors to take action more quickly, as they don’t want to miss out on a limited-time offer or product. For example, Amazon uses urgency messaging such as “Only X left in stock” to encourage shoppers to complete their purchases quickly.
Simplify the checkout process
A complex or lengthy checkout process can discourage visitors from completing their purchases. Simplifying the checkout process can help to reduce friction and increase conversion rates. “Friction at checkout creates abandoned carts and frustrated customers,” said Dughi. “Limit checkout to only required information and consider moving to one-click checkout.”
When you reduce friction, it makes a big difference. Expedia increased its conversion rates by 13% by reducing the number of steps in its checkout process.
Leverage video content
Video content can be a powerful tool for increasing engagement and conversions. Videos can be used to showcase products, provide tutorials, or answer frequently asked questions. For example, Crazy Egg saw a 64% increase in conversions by adding an explainer video to their homepage.
Optimize for mobile
With the majority of internet usage now taking place on mobile devices, it’s essential to ensure that your website is optimized for mobile users. A mobile-friendly website can lead to increased engagement and conversion rates. For example, PayPal increased their mobile conversion rates by 34% by improving the mobile user experience on their site. By implementing these strategies, businesses can increase their conversion rates and drive more sales or leads from their website.