How To Increase Conversion Rate On A Website With These 28 Tips

Picture this: you have a website with fantastic content and visuals, but visitors aren’t taking the next step. They’re not signing up or making purchases, and it’s frustrating. That’s where understanding conversion rate comes into play. By optimizing your site, you can turn those casual browsers into engaged users and maybe even loyal customers. This article explores practical tips to boost your site’s conversion rate, including how a strategically placed lead generation widget can make a difference.

BlogCTAs offers a programmatic CRO tool that can help you achieve your conversion goals by optimizing your site with minimal effort.

What is Website Conversion Rate?

google search console - How to Increase Conversion Rate on Website

The conversion rate acts as a mirror reflecting your website’s ability to achieve its intended goals. It’s the percentage of visitors who complete a specified action, whether it’s a purchase, form submission, or any key metric you track.

Imagine having one conversion for every ten visitors—this results in a 10% conversion rate. These actions can vary, from purchasing to signing up for a newsletter or downloading a resource.

Micro-Conversions vs. Macro-Conversions: The Dynamic Duo

Conversion types aren’t one-size-fits-all.

‍Micro-conversions are the smaller steps on the path to achieving your main goal. For example, you could convert by subscribing to a newsletter or downloading an ebook.

On the other hand, macro-conversions happen when your end goal is achieved, like a sale or a new paid subscriber joining your platform.

‍Both types are vital, playing different roles in the user journey.

Why Conversion Rate Matters

Conversion rates give you a glimpse into your website’s health. A higher conversion rate shows that your site is aligned with user needs, encouraging visitors to take action. It’s like a report card for how well your site connects with its audience and meets their expectations. Think of it as a direct measure of your website's success.

Benchmarking: What’s the Average Conversion Rate?

Understanding where you stand can be enlightening. But remember, conversion rates can vary depending on the industry and type of conversion. For instance, an e-commerce site may have different benchmarks than a B2B service site.

The global average website conversion rate across all industries is 3.3%. This can serve as an indicator of how your site compares to the competition.

How to Increase Conversion Rate on a Website With These 28 Tips

people looking happy - How to Increase Conversion Rate on Website

1. Create Dedicated Landing Pages For Your Paid Advertising Campaigns

One of the best conversion marketing strategies is to create dedicated landing pages for your paid ad campaigns. Every ad should have a landing page focusing on the advertised product or service. If your audience clicks on an ad for a specific product or service, they want to see information about it on the landing page.

You don’t want your landing page to be your homepage or a page filled with information about other products. Creating focused landing pages drives better results for your business. They help your audience continue to focus on the product or service they searched for in the first place.

For example, let’s say you own an HVAC company and create an advertisement for your heating installation services. You run a pay-per-click (PPC) ad, and leads looking for heating services click on it. Imagine that your landing page is your homepage.

The Importance of Tailored Landing Pages for Customer Engagement and Conversion

Your audience would see this page and get frustrated immediately. They expected to click on your ad and find information about your heating services, not a generic page about your business. Instead, a landing page specific to your heating services would work better for your audience.

They would click on the ad to find a landing page detailing your heating services and the repairs you do for your customers. Your audience would engage more with this landing page and be more likely to contact your business. Creating a dedicated landing page helps keep your audience focused on the right product or service and helps provide them with the exact information they need.

2. Test Your Website And Landing Pages

The first version of your landing page isn’t the best one. You must consistently test your pages to ensure you create the best version. You can conduct A/B testing to test different elements on your site.

When you perform a test, focus on making one change at a time. If you change too many things simultaneously, you won’t have definitive results on which ones positively impact your site. So, what elements should you test?

A/B Testing: Small Changes That Lead to Big Conversion Gains

You can test any number of elements on your page, from the call to action (CTA) to the size of your header font. The most minor changes can have a significant impact on your audience! By testing your pages, you’ll put out the best version of your page for your audience. It will help you increase engagement and improve your website’s conversion rate.

3. Use CTAs On Your Website

When someone visits your landing page and likes what they see, they want to know how to proceed. You risk losing that lead if you don’t provide them with directions. Adding CTAs to your page guides those leads to the right place.

CTA buttons are a great way to help your audience move to the next step. These buttons stand out on the page and catch your audience’s eye. When they’re ready to proceed, they know where to click to take the next step.

Optimizing Calls to Action: Crafting Buttons That Drive User Action

When you’re testing, you can try different:

Buttons
Colors
Phrases

You’ll want to create specific CTA buttons. Don’t just say, “Click here.” Get detailed with requests like “Download your free guide,” or “Call us today for a free quote.” Your audience should know what will happen when they click on the button. A good CTA will increase engagement on your page and improve your website conversion rate.

4. Keep Your Forms Short

When you capture leads through forms, you’re eager to obtain as much information as possible. While this may seem like an excellent opportunity to learn more about your leads, it can stop them from filling out your forms. Many people don’t want to spend a long time filling out forms on your site.

If you’re asking for information that isn’t necessary, your audience is more likely to abandon it. You want to keep your forms as short as possible. That doesn’t mean you can’t ask for information, but you’ll want to be selective about the information you request.

Streamlining Forms for Better Conversion: Asking the Right Questions

For example, if you’re offering a free guide on how to build your credit score, asking a person’s gender or how many credit cards they own isn’t necessary. It adds a step that makes the form longer to fill out. You can keep it simple by asking for a name and email address. This information provides the basics to follow up and grab additional details later.

5. Use Video To Engage Your Audience

One of the most effective conversion rate marketing strategies is video marketing. Videos are compelling, boosting engagement and providing your audience with valuable information. When integrated into a landing page, video improves conversions by 80%. It’s a simple but effective technique for improving your website’s conversion rate.

When you use videos, you help your audience obtain valuable information with less work. It’s much easier to watch a 30-second video than to read paragraphs of text.

The Power of Video Content: Enhancing Engagement and Driving Conversions

It combines visual elements and vital information to create a positive experience for your audience. Add videos to drive more success with your pages and boost your conversion rate. It’s a proven conversion rate optimization tactic to get your audience to engage with your website and CTA.

6. Go In-Depth With Your Data

Optimizing any business strategy and achieving sustainable growth starts with data. Guessing what your customers want and which product pages and conversion tools will work will not yield the best results. Instead, you need to commit to constantly collecting valuable insights.

Start with the quantitative data you can get from solutions like Google Analytics. This could include data on traffic and traffic sources, details of user behavior on landing pages, and click-through rates for adverts and marketing campaigns.

Harnessing Qualitative Data to Identify Competitive Advantages and Boost Conversions

Remember, your quantitative data isn’t the only valuable resource you have. Qualitative data can help to give depth and context to the information you’re collecting. For instance, on-site surveys or asking questions about how they found the purchasing experience on a post-purchase landing page can be beneficial.

You can even use social monitoring and listening tools to discover what customers say about your brand. Comparing these insights to your competitors’ results can help you find new ways to differentiate your company or earn additional conversions.

7. Examine Your Conversion Funnel

Improving your conversion funnel is a great way to increase your conversion rate.

Examining your conversion funnel means analyzing customers’ journeys to purchase your products or services. Valuable tools, like Google Analytics 4, can give you a behind-the-scenes look at what customers are doing on your e-commerce website.

You can use these tools to determine which pages your customers visit most often, how long they spend on each page, and which pages force them to hit the “back button” or leave your site. There are even heatmap tools available that offer insight into the most viewed sections of your pages.

Using Analytics to Reduce Cart Abandonment and Optimize the Full Conversion Funnel

The on-site analytics you collect will help you define where you frequently lose conversions. For instance, around 69.23% of shoppers abandon their carts before purchasing. If you’re suffering from high cart abandonment levels, you could implement:

One-click checkout tools
More payment methods
Cart abandonment email strategies

Remember, your conversion funnel can exist off your website, too. It might include your social media platforms to advertise products to customers and email marketing campaigns. Collecting insights from these platforms will give you a clearer view of the entire customer journey and how each stage influences your audience.

8. Optimize Your Website Copy

The copy on every page of your website should help drive customers through the purchasing funnel. When they arrive on your home page, visitors should see a clear headline, highlighting your unique value proposition.

Your unique value proposition shouldn’t just appear on your home page either. It should be consistently highlighted across all your website pages, from your product pages to the “About” page and even your blog.

Crafting Website Copy That Converts SEO, Clarity, and Customer-centric Messaging

When optimizing your website copy, remember to:

Consider SEO: Using keywords customers are actively searching for in your website copy makes it easier for visitors to find you. The more visitors you get to your website, the more chances you have of converting them.
Keep it simple: Don’t overwhelm your visitors with too much information on the core pages of your website. Get straight to the point, and make it easy for your customers to understand what they need to do next on your website to access your solutions. One tip to make your copy simple and concise is to use a text summarizer to shorten your paragraphs or bullet multiple pointers in a wordy text.
Be Benefit-oriented: While listing your features on your product pages or even your homepage is tempting, the best copy answers one question: “What’s in it for me?” Focus on the benefits your products or services will have for your customers.

9. Invest in a Better Website User Experience

UX and UI aren’t just popular terms in the web development landscape; they’re crucial concepts every business owner should know. Some studies show that for every $1 you spend on UX, you can expect a return of up to $100.

Essential Website Enhancements to Boost User Experience and Drive Conversions

While the steps you take to improve user experience on your site may vary depending on your business, there are a few things every company can do:

Improve navigation: Make it easy for customers to find the information they want. Create a straightforward menu for your website, and stick it to the top of the page so it’s easy to access when users scroll. You can even add a search bar to your site to help your customers search for specific things.
Optimize for mobile: By 2026, mobile commerce will account for 8.7% of all retail sales. The easiest way to lose a sale is to make it difficult for consumers to access your pages on a mobile device. Ensure your website theme or design works well on any platform and that buttons and forms are easily accessible.
Speed up your site: Website conversion rates drop by around 4.42% with every additional second a page takes to load. If your site loads slowly, you can speed it up with browser caching and image compression. Consider using a Content Delivery Network.

Leveraging Customer Feedback to Refine Website Design and Boost Conversions

Most importantly, pay attention to any reviews or feedback your customers leave about website design issues. You can learn much about what to focus on in your conversion rate optimization strategies by listening to feedback.

10. Make Your Website Easy To Navigate.

Always imagine that your website visitors are walk-in customers. You wouldn’t want a customer to get lost or confused in your store, so apply the same principle to your website.

Organize your products and pages logically so customers can find what they need quickly. By “logical manner,” I mean having clear and representative page titles/headers, sidebar navigation, and footer links.

Enhancing Website Navigation with Search Bars and Breadcrumbs for Better User Experience

Other features that can make your website easy to navigate include a search bar and breadcrumbs. In digital marketing, breadcrumbs are navigational elements displayed on websites that show users their current location within the site’s structure, helping them easily navigate back or move to higher-level categories. They improve the user experience, reduce bounce rates, and enhance website navigation.

11. Create High-Quality Content.

According to a Semrush study, 97% of the businesses surveyed said they have generated positive results from content marketing. This stat shows that content marketing is among the most effective tactics for increasing website conversion rates.

Content can range from long-form blog posts and videos to infographics and podcasts. Creating high-quality content that educates, entertains, or informs your audience will help build trust, increasing customers’ likelihood of purchasing.

12. Optimize Your Website For Mobile Devices.

Mobile phones are the most popular devices for online shopping, so ensuring your website is optimized for mobile devices makes sense. Some ways to do this include using a mobile-friendly theme, ensuring the website loads quickly, and hiding intrusive pop-ups on mobile. Consider adding click-to-call options and optimizing content for voice search.

13. Use Social Proof.

Social proof, or customer testimonials, is one of the most powerful persuasion techniques in digital marketing. It helps build trust and credibility with customers. Highlighting customer reviews and ratings can give potential customers a better idea of your product quality.

You can also include information about how many users have already purchased the item or subscribed to your newsletter. This type of social proof has been proven to increase conversions significantly.

‍User-generated content (UGC) creators are also a strong resource for gathering social proof for your brand, as they produce authentic content using your products without advertising or influencing cringe.

14. Provide Clear Contact Information.

Website visitors may have inquiries about your product or service during their visit. It helps provide direct communication on your website, such as a contact page, social media links, and phone numbers.

You can also add live chat support so customers can ask questions in real-time while browsing products or services. This will help customers find what they're looking for quickly and reduce the rate of abandoned carts, as they'll be able to sort out any issues as they arise.

15. Offer a Seamless Checkout Process.

Nothing can be more frustrating for customers than a long and complicated checkout process. Ensure your checkout process is seamless and requires minimal steps, such as filling out forms or providing shipping information.

Consider adding features like autofill, guest checkout, and payment gateways to make the process easier for customers. An easy checkout process can increase website conversions by reducing customer frustration with buying.

Increasing your website's conversion rate is essential for building a successful online business. Implementing the seven tips discussed in this article can increase website conversions and improve the overall customer experience.

16. Understand Psychological Principles

How to get better conversion rate optimization. Understand a little bit about human mental models – how we think and act. For example, when we leave a cluttered website or hesitate to buy without seeing proof, we don’t know the underlying psychology at work. But we end up doing that anyway.

It is key to understanding why we behave a certain way and which psychological principles govern it. When you learn how to optimize conversion rate based on this understanding, you can arrange elements on your website to align with your visitors’ expectations. It’s a big win for your business!

17. Include Multimedia Wherever Suitable

In today’s vast ocean of online information, a picture (or video) is worth a thousand words, creating a memorable and persuasive online journey for your visitors! Multimedia aids in:

Storytelling
Capture attention
It breaks the monotony of the text

It will make your content more appealing.

For instance, on your eCommerce website, a video on a product page can showcase the fit and style of the product demonstrated by a model. For example, for a travel website, consider adding destination videos or pictures shared by your customers, giving visitors an idea of what experience they can look forward to on their tour.

18. Use Surveys to Your Advantage

When visitors land on your website, they think about how easy or hard it is to take action. They may find product suggestions easily but struggle to see the top brands on your website. Or perhaps they spot the form but can’t easily find the pricing page on a SaaS website.

At this point, visitors can share their experiences and inform you about what’s functioning well and where adjustments might be needed on your website. Their feedback offers unique and genuine perspectives. That’s why we’re big fans of incorporating on-page surveys.

19. Experiment With Your Offers

Determining whether your content offerings are relevant, innovative, captivating, and appealing to your target audience is beneficial. By experimenting with offers, you can gain valuable insight into what content resonates most with their customers and tailor it to their needs.

For instance, offering a free trial or consultation is quite general. Instead, you could give away something more valuable, such as a free tool or downloadable booklet. This way, potential customers can see the value of doing business with you, increasing their likelihood of becoming loyal customers.

20. Incorporate Live Chat

When web visitors don’t convert, they might have questions or concerns about your product or service. To avoid losing potential customers, consider adding live chat to your site.

With live chat, your customer service or sales employees can alleviate the concerns of prospects still deciding. It provides a way to connect with visitors in real-time and address their issues directly, improving customer satisfaction and potentially increasing conversions.

21. Ensure Your Website is Accessible

Website accessibility is vital for improving CRO and respecting the varied needs of users who visit your website. You can take many steps to ensure your website is as accessible as possible, from using proper alt text for images to allowing keyboard navigation.

Improving Website Accessibility to Drive Inclusivity and Boost Conversions

Ensure site readability is at its best, and choose a content management system that supports accessibility. You may need to work with a developer or agency to update your website for accessibility standards.

An inclusive website will improve conversions by creating more positive user experiences, making visitors more likely to spend their time and money with your business than with one that has a frustrating website.

22. Stay on Top of Analytics, Tracking, and Testing

It might seem obvious, but using the data you collect is a simple, high-return CRO tactic. Use digital analytics and user qualitative feedback to improve your CRO. For example, if a page or a CTA button on your site is not driving conversions, it should examine the data and determine why.

Using Google Analytics and Heatmaps to Optimize User Experience and Boost Conversions

Google Analytics is a goldmine for insights, used by over 29 million websites. It’s free and uncovers key trends and patterns. Even a basic understanding of how it works can give you invaluable insights into how potential customers interact with your website.

For this kind of UX research, you should also install a heatmap. These tools visually represent how users engage with every element on a page. Most heatmap tools can even anonymously record sessions, so you can watch videos and learn where users get stuck and abandon conversions.

Effective UX Research and Testing: Tailoring Websites to User Needs for Higher Conversions

Make sure you’re conducting sufficient UX research. This also helps unite users into audiences rooted in pain points or needs, making it easier to understand your customers and direct relevant information toward each customer type.

Don’t forget to test: usability is CRO’s most important UX design principle.
Test your website before it’s launched: with as few as five users, you can prevent up to 85% of website issues.

23. Conversion Copywriting

In marketing, copywriting aims to persuade a person to take a specific action — in this case, a step towards buying a product or service. Microcopy writing, on the other hand, is creating snippets of copy that tell users what to do on your site as a user completes steps (or runs into trouble), such as:

Menu labels
CTA buttons
Forms label
Messages

All of these types of copy are essential to conversions.

Crafting Customer-Centric Conversion Copy for Every Stage of the Buyer’s Journey

Your writing must be clear and concise, focused on a straightforward conversion goal. Many conversion copywriters find that it helps to start at the end by asking, “What do I want this to achieve?”

‍Customer-centric messaging is how to earn trust and generate the interest and excitement needed to complete a transaction.

Work out which stage of the buying process the customer is at so you get your messaging right:

Awareness: help potential buyers diagnose their problems
Consideration: showcase the benefits of your product or service
Decision: Prove that you’re the right company, use social proof to gain trust

Optimizing Blog Content and Website Features for Higher Conversions

Use clear headlines and subheadings, include helpful FAQs, and focus on readability. Find out how to optimize your blog posts for conversion and incorporate persuasive writing into every feature of your website.

24. Perform Competitor Analysis

Carrying out competitor analysis is a vital component of UX CRO. It involves assessing your main competitors’ websites to pinpoint areas for optimizing your site to attract and engage potential customers.

This process of analysis can be broken down into several key steps. First, you need to identify who your main competitors are. This could be companies who offer similar products or services or who target the same audience as you. Once you have a list of competitors, you can analyze their websites.

Gaining a Competitive Edge: Analyzing Website Design, Content, and SEO for Conversion Optimization

Look at the design of their site, the user experience they offer, the content they provide, and the way they engage with their audience. What are they doing well? What could they improve on? These insights can provide you with valuable ideas for improving your website.

Another critical aspect of competitor analysis is understanding their SEO strategy. What keywords are they targeting? How well are they ranking for these keywords? This information can help refine your SEO strategy and improve your visibility in search engine results.

Conducting Competitor Analysis for UX Conversion Rate Optimization

Depending on the competitiveness of your industry, you should use paid tools for this analysis. Even without these tools, you can still conduct a thorough competitor analysis by identifying your top competitors through search results and evaluating their websites.

Tools like Backlink Checker from Small SEO Tools, SEMrush, SpyFu, UserTesting, and Outgrow can aid in conducting competitor analysis for UX conversion rate optimization. These tools provide insights into your competitors’:

Backlink profiles
Keyword rankings
User experience and more

It enables you to make data-driven decisions about your own UX CRO strategy.

25. Pick Up Your Page Speed

Your website’s loading speed is a massive factor in its conversion rate. In fact, according to a study by Akamai, if your site loads slower than your competitors, you can lose up to 70% of potential customers.

Use Google PageSpeed Insights to check how fast (or slow) your website loads and optimize accordingly. For specific tips on how to do that, you can check out our article on reducing your website’s carbon footprint with SEO.

26. Build Attractive Pricing Pages

Pricing pages with attention to detail and your target persona can drastically improve your conversion rate. They are effective because they make visitors feel you know and understand their needs.

We have a whole article on building pricing pages for SaaS, but here are our top 2 best practices:

Align pricing options with personas
Make use of the anchoring effect
The anchoring effect describes people’s bias to rely on the first information presented to them, in this case, the “Recommender” tag. For more physiological hacks for your pricing pages, see here.

27. Use Human Faces in Visuals: Designing for Conversions

We found that visuals with human faces increase conversion rates. This works because people are wired to respond to facial expressions and emotions.

Here are some pro tips when using human faces for CRO:

Have human faces looking toward the CTA
Include photos evoking positive emotion
Make sure to depict your buyer persona
Avoid stock imagery
A/B test illustrations vs people because each case can be different

28. Be Minimalistic With Fonts

Too many font sizes create a feeling of confusion and asymmetry. Narrow them down to a few to please the user’s eye. The same applies to too many different alignments.

You can quickly check with Chrome Dev Tools (CTRL + Shift + I on the keyboard when using a Chrome browser) and the CSS Overview feature.

Benefits of Website Conversion Optimization

woman looking at sales - How to Increase Conversion Rate on Website

Boosting Your Website’s Visibility

Google cares a lot about how your site performs. You’ll sink in the rankings if it’s slow, unresponsive, or unstable. But you can climb higher if you optimize for speed, responsiveness, and stability. That’s because Google uses these factors to rank pages in search results. By focusing on them, you can make your site more visible to users searching for your offer.

Here’s a pro tip:

To boost your visibility even more, add:

Relevant meta information
Use semantic HTML
Prioritize accessibility
Make your site mobile-friendly

These strategies can help you get noticed by more people searching for your products or services.

Creating a Seamless User Experience

No one wants to visit a site that’s broken or difficult to use. If your site is slow, has broken parts, or creates friction for users, they’ll leave. To prevent this, focus on creating a seamless experience that engages users. This means ensuring your site is fast, responsive, and easy to navigate.

Doing so can keep users on your site longer and increase their chances of converting into leads. This is especially important for ecommerce sites, where a smooth experience can make the difference between a sale and a lost customer.

Increasing Your Conversion Rates

When your site is optimized, it’s more aligned with users’ needs. This makes it easier to craft effective CTAs that encourage engagement. CTAs can attract more people to sign up or get involved with your products. They’re not limited to just that, though. You can use a CTA for your newsletter if you have a personal site.

Website optimization allows you to deploy these CTAs with impact. Ensuring your site is fast, responsive, and easy to use can increase users’ chances to take the desired action. This can help you generate more leads and grow your business.

Streamlining Blog Conversion: Simplifying CTA Integration for Improved Lead Generation

Speaking of CTAs, you should check out:

Blog CTAs, a programmatic CRO tool for your blog. We noticed that it was too difficult to set up blog-wide CTAs on most content management systems like:

Framer
Webflow
Ghost
Strapi
Wordpress
Sanity
Tina
Dozens of other CMSs

Our engineering teams needed to jump through multiple hoops and divert their attention from pressing issues to set aside 3-7 days to set up a blog-wide CTA for our websites manually. Blog CTAs were created to make setting up CTAs on your blog easy.

Increase your blog conversion rate by 3-7% with sidebar CTA’s. Start to capture more leads from your blog within 5 minutes. Sign up for the waitlist today.

How Is Website Conversion Rate Calculated?

man looking at finances - How to Increase Conversion Rate on Website

Calculating your website’s conversion rate is straightforward. First, pinpoint the conversion goal—whether it's newsletter signups, purchases, or any other action.

Use this formula:

Conversion Rate (%) = (Number of Conversions / Number of Website Visits) × 100

For example, say you run an online clothing store that targets newsletter signups. If you had 30,000 visits and 1,200 signups this month, your conversion rate would be 4%.

Different Types of Conversion Rates

Don’t confuse the number of conversions with the conversion rate. A campaign can have multiple conversion rates, each calculated easily. Consider a primary conversion like a link click: your conversion rate here is the number of clicks divided by the number of people who saw the link.

To find the conversion rate for a call-to-action link in your newsletter, divide the number of clicks by email opens. Calculate conversion rates for other metrics, like cart additions or purchases, by dividing the desired action by total interactions. This approach provides clarity on user behavior and helps pinpoint areas for improvement.

Retargeting for Conversion Success

After calculating conversion rates, it’s time to act. Retarget people who almost converted but didn’t. Abandoned cart emails are a classic example. Send an automated email to users who added items to their cart but didn’t check out. This method nudges them back toward completing the purchase.

Capture More Leads from Your Blog for Free Today with Blog CTAs

Blog CTAs, a programmatic CRO tool for your blog. We noticed that it was too difficult to set up blog-wide CTAs on most content management systems like:

Framer
Webflow
Ghost
Strapi
Wordpress
Sanity
Tina
Dozens of other CMSs

Our engineering teams needed to jump through multiple hoops and divert their attention from pressing issues to set aside 3-7 days to manually setup a blog-wide CTA for our websites. Blog CTAs was created to make setting up CTA on your blog easy.

Increase your blog conversion rate by 3-7% with sidebar CTA’s. Start to capture more leads from your blog within 5 minutes. Sign up for the waitlist today.

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