Increasing website conversion

Conversion can solve different problems, but it is equally important for sites of different types. How advise Kirill Kulagin the founder of KeyRealSeo - "for an online store, this is leads, sales and profits; for electronic media, it is a base for sending out news and ordering paid subscriptions." However, there will be no targeted actions if the journey through the site turns out to be inconvenient or the product card does not convince the user of the quality of the product. Representatives of the professional community constantly exchange experiences and share tips on how to increase website conversion. However, there is no universal formula for achieving this goal, because what will bring conversion to one site may not work for another. You need to choose a tool based on the specifics of the project. In this article we review 10 effective methods that you can test and choose for your web resource.

How to increase website conversion: 10 effective methods

1. Add CTA buttons to every page.


2. Make registration and order forms simple.


3. Speed ​​up your website loading speed.


4. Make a clear menu.


5. Describe your products and services in detail.


6. Improve usability.


7. Adapt your website for mobile devices.


8. Show real customer reviews.


9. Add trustworthy content.


10. Set up retargeting.

To understand how much more productive user interaction with the site has become, you need to compare the new metrics with those that were before the changes were implemented on the web resource. Additionally, it is better to compare this data with the performance of competitors.

Add CTA buttons to every page

CTA (Call-To-Action) buttons are elements that simultaneously attract the attention of users and tell them what actions they can take on the site (for example, “add an item to the cart” and then “continue shopping” or “place an order”), and call for their implementation.

To purchase a product, the user needs to visit more than one page of the online store. Using CTA buttons, you can create step-by-step instructions for placing an order. A chain of sequentially placed call buttons will unobtrusively direct the buyer from the main page to the product catalog, from there to the product card, then to the cart and finally to the order and payment pages. The more naturally Call-To-Action elements are integrated into the theme and context of the pages, the better response they receive from users.

A few rules for designing a CTA:

1. Make CTA elements stand out. Design it as a button. Highlight them with color. The button with the best offer can be made brighter.


2. Place one of the buttons on the start page. The user will immediately find it and can quickly proceed to the order.


3. Try to keep it to 4 words. One is enough for a simple call, for example, “Register”. More words are used to emphasize the uniqueness of the offer - “I want to get free training.”


4. Motivate actions using verbs. The initial form of the verb is the best option and is intended to explain what will happen when you press the button. For example, the “Choose a tariff” element on the main page of our website opens a panel with a choice of hosting configuration. The imperative mood is used for an active call - “Register.” Allow the user to express their own intentions using first person verbs - “I want to buy.”


5. Choose a button that matches the content of the page. If an open section talks, for example, about promotions, reflect this in the title of the button - “Use promotional code.”


6. Use language that is understandable and relatable to the brand’s target audience and niche. You can use slang if users react positively to it.

Make registration and order forms simple

The form is the part of the interface with which site guests interact most actively. They will appreciate it if it has a small number of fields. Then placing an order, subscribing to email newsletters and registering on the site will become easier and faster. There is no need to try to collect more information than is required to achieve a specific type of conversion. For example, the only field that you cannot do without when registering a newsletter is “Email address”. Ordering goods in an online store will require a more advanced form, but it is also important not to overload it. Leave a minimum of questions - email, contact phone number, receiving address, comments on the order. To register on a web resource, email, password and phone number are important.

Speed ​​up your website loading speed

The site has only one attempt and five seconds to keep the user from closing the page. If the content does not have time to load during this time, in 90% of cases the site will be closed. This is stated in a Google study. Even the most profitable offer will not bring conversion if the response from the site does not come quickly enough. Optimizing multimedia content will help significantly reduce page loading time.

Photo. You can reduce the weight of product photos using a file compressor. The service is available in online format. By converting illustrations from the.png extension to.jpg, their volume is reduced by five times.

Video. To reduce the load on the server, use video hosting, such as YouTube or Rutube, to store and play multimedia files. You can set up video display on your website using a code.

Plugins. Use code instead of plugins.

In addition, the choice of hosting affects the performance of the site. The server may slow down the operation of web resources for the following reasons:

• lack of computing resources to support the project;


• geographic distance of the server from the site’s audience;


• use of third-party services, such as CDN;


• lack of protection against DDoS attacks;


• poor adaptation of hosting to work with the site’s CMS.

Make a clear menu

Do not overload the main page of the site by adding all the important information to it. Distribute the data into main thematic categories and create its own section for each. A menu will help users navigate the web resource. When developing it, it is important to remember that it should be understandable. The visitor must know where he will end up when opening each item.

Describe your products and services in detail

A detailed product description is a good way to show you care about the buyer and help him choose a product. Users will benefit from product features, brand benefits, and illustrations (visual instructions) that show how the product or service works and how it solves a customer's problem.

Improve usability

CTA buttons, web page loading speed, navigation, conversion forms, product cards - all this must be properly designed and configured so that the user experience when visiting the site is positive. To evaluate usability, heuristic and user analysis can be performed.

In the first case, you need to make a list of all the tasks that the site should help the user solve: for example, place an order, get advice from a manager via chat, find a popular product. Check whether the site meets all user needs.

In the second case, it is necessary to analyze user behavior and identify what difficulties they have when working with the site. To do this, you can use online services or hire testers who will go through the site as users, try to complete a conversion action, and at the end give an assessment of the site’s usability.

Measures to help improve usability:

• secure https connection;


• personal recommendation system - a selection of similar products;


• different payment methods;


• indication of the age of the company;


• availability of site search;


• replacing conventional advertising with native advertising;


• setting up authorization through social networks.

Conclusion

We have analyzed ten of the most universal methods for increasing website conversion. To choose the right one, you will have to try and evaluate each of them. We hope that you will be able to choose the best methods and increase the number of leads and sales several times.