How To Improve Website Conversion Rate

by | 27 Jun 2022 | Information, Sales & Marketing

Conversion rate is the proof of your website usability, brand name, relevant incoming traffic, and other factors. The average website conversion rate is around 2 percent, which means for 100 visitors a website gets 2 customers. So, how do you get more conversions? The answer is by applying effective conversion rate optimization strategies. These will help increase your website conversion rate and improve your topline. Here are some of the ways you can increase the website conversion rate. 

Define your Website Goals

The first step is to define your website goals-against whom you have to measure conversions. These goals can be a specific action a visitor to your website has to do that generates a particular kind of value for your business. Once you have defined and set them, assess the visitor behavior against these goals. These goals can be form submits, page visits, click-on links or elements, and custom conversions among others. There are many conversion rate optimization tools available that let you create particular goals as per your specific requirements and also track website visitor behavior that helps you optimize your website better. 

Remove Unwarranted Form Fields

Unnecessary form fields irritate and annoy visitors who are inclined to fill online forms. A great conversion rate optimization technique is to only have form fields that are necessary to accomplish your goals. So, create the right balance of getting the essential information while keeping form fields to a minimum. 

Add Reviews, Customer Testimonials, and Logos

Consumers go for a tried and tested product. They don’t want to be the first person to use a product or service and get taken for a ride. An essential eCommerce conversion rate optimization technique is to include reviews and testimonials from past customers. You can also put logos of reputed businesses that purchase from you. It also leads to brand reputation transferability where your consumers associate your website with the brands you do business with. It builds credibility and your website gets a remarkable conversion boost.  

Competitor Analysis

To succeed in a business, you need to observe your competitors. By performing competitor analysis, you can gauge their strengths and weaknesses and use it to form an effective conversion rate optimization plan. You can figure out what your potential customers want and position yourself ahead by highlighting your USP and strengths over your business competitors.   

Eliminate Distractions 

A conversion rate optimization killer in a website is when it pulls a visitor into too many directions. Your website should be clear and easy to navigate. If something is not needed, then don’t unnecessarily include it. Only include what your target audience and website visitors need to know. These include headlines, subheadings, benefits and features of your products, testimonials and reviews about them, and pictures combined with context. Certain other things like videos and live chats can be included, about whom we will discuss in detail below. So, how do you remove the distractions? When using the click map, check the elements that visitors are not clicking on and remove them. This simple tip will help a great deal in increasing your website conversion rate. 

Make the Initial Step Easy to Undertake

One of the conversion rate optimization best practices is to make things easy for your website visitor. It’s a human tendency to finish the things once started. Create a CTA that is easy and quick to do. A visitor may be repelled if you demand a complex CTA at the start. For e.g., ask your visitors to provide an email id instead of filling out a detailed form. Afterward, you can provide them with the form. Now you have valuable data in the form of a potential customer’s email address that you can include in your email marketing plan and other campaigns. 

Use Simple Words

When writing website content, use simple words that visitors can understand. Do not go for complicated or flowery language, corporate jargon, or outdated colonial English. Use clear language that your target audience reads, speaks, and understands. This helps you make a connection with your audience. This is an important website conversion rate optimization principle that you should never forget. 

Improve Your CTA Copy

Continuing on the topic of content, use CTA’s that are effective and not generic that look repetitive and old. Some examples of generic CTAs include “Sign up” and “Start trial”. Use conversion rate optimization tools that allow you to compare different CTA buttons through click heatmaps. You will figure out what CTAs work and thus improve your CTA copy. 

Include a 3rd Party Signup Service

Alternative logins due to their ease of use are becoming popular. These eliminate the need for signup forms and allow users to log in using their Facebook, Google, or other accounts. This works for new users as well as prior visitors to your site. If a user has forgotten their password, they can log on through alternative channels instead of going through a long-drawn-out process. Use it to improve your eCommerce conversion rate optimization immediately. 

Add Live Chat Option to Your Website

Use live chat tools to inform, educate and convert the visitors to your website. Many visitors just need a nudge to become customers. With the help of a live chat, you can answer their queries and clear their doubts. You will see an immediate positive effect on your conversions. Add the live chat tools to enjoy the benefits of conversion rate optimization today. 

Test Different Offers

Picking the right offer or a proposition to your customers also has a positive effect on conversions. Try out different offers until you get the offer that finds favor with your audience. Test and experiment offers with different products until you find the winning combination. 

Use Scarcity Tactics

Our ancestors were hunter-gatherers and we have a genetic propensity to get things that are rare and scarce. That’s why diamonds are so valuable. Using scarcity tactics and countdown timers is one of the tried and tested conversion rate optimization strategies that work in every type of marketing and promotion. Include a countdown timer to your products and landing page. It increases a sense of urgency and customers on the fence will also convert willingly. Now, they are convinced that your product is limited and will not be available after the period. Use this tactic to increase your conversion rate. 

Add a Point of Purchase Upsell

Every major eCommerce aggregator is doing it, be it Amazon or Flipkart. Use this tactic to increase the revenue generated out of eCommerce conversion rate optimization practices. The process is simple. Just before a consumer completes their purchase, offer and display the related products that can be added to the order just by a simple tick or click. Sometimes consumers forget to add other products, sometimes it reminds them to add other products they will need later on. Any which way, using this tactic will increase your average order value between 10 to 20 percent. 

Test Your Headlines

Headlines are representative of your landing page. A good headline is a reason for the success of a landing page. Nearly 80 percent of viewers will read headlines only. The left 20 percent will read the rest. To capture this majority audience A/B test your headlines. Experiment with the length and tone of the headline and monitor the resultant numbers and statistics generated. Use scroll maps and heatmaps to get insight into visitor interaction on your website. It will help you find which of your headlines are winners and thus raise your conversion rate optimization.  


An increase in conversion rate improves your marketing return on investment. The more visitors you convert, the more revenue will be generated. Implement the conversion rate optimization strategies given above to increase your website’s conversion rate. 

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