As a website owner, you’ve probably spent a lot of time choosing the perfect theme for your website. While an attractive design can certainly help you gain more subscribers and customers, it’s even more important that your website is built strategically in a way that helps move the visitors to the end goal you are trying to achieve. In other words, increasing your website conversion rate is crucial if you want to see an increase in sales.
If you’re wondering what a conversion rate is or if you want to know how you can improve it, you’re in the right place. In this post, I’ll explain what a conversion rate is, why it matters, and offer tips that will help improve your conversion rate.
What is a Conversion Rate
Put simply, a conversion rate is percentage of website visitors that complete a desired goal out of the total number of visitors. That goal can be anything from signing up to your newsletter, filling out your contact form, downloading a file or making a purchase.
Why Conversion Rate Matters
Your website conversion rate is directly related to the number of sales and revenue goal. The higher your conversion rate, the more sales you’re making which means your revenue is higher. As such, knowing your conversion rate and improving it is a great way to boost your bottom line, no matter what type of website you run.
Seven Ways to Improve Your Conversion Rate
Now that we’ve covered what conversion rate is and why it matters, let’s go over some practical tips on how you can improve it.
1. Create a Strong Value Proposition
The first tip is to create a strong value proposition for your offer. This means your homepage headline should clearly explain what you offer, who it’s for, and how it benefits them. Your value proposition should also make it clear why someone should buy from you instead of your competitors.
2. Keep Buttons and Forms Above the Fold
Buttons and forms are two of the most important page elements on any website. As such, make sure they are positioned above the fold. Above the fold refers to the part of your website that’s visible before visitors have to scroll to see the rest of the page. By placing forms and buttons in this area, your visitors will be more likely to click the button or fill out the form as it requires less work on their part.
3. Use Contrasting Colors for Calls to Action
Another tip related to your call to actions is to use a contrasting color. The main idea is to make your CTA buttons highly visible which is easier to achieve if they stand out from the rest of your site. For example, if blue is the dominant color on your site, using an orange color for your call to action will make it more visible than using purple or a lighter shade of blue.
4. Increase Trust
In order for visitors to become buyers, they need to trust you just as much as they need to trust that their information is safe when they use your website. A few ways to increase trust include:
- Displaying client testimonials
- Adding customer reviews to product pages
- Installing an SSL certificate
- Displaying logos from other publications where you have been featured.
5. Avoid Jargon and Technical Terms
You might be an expert in your field and know all the ins and outs about your product but that doesn’t mean you clients and customers know it too. Using technical terminology and industry jargon will alienate visitors instead of making them buy or sign up. Use plain language to communicate various benefits and features of your offer.
6. Set up A/B Testing
Testing your landing pages is a great way to see what works and doesn’t work for your audience. A/B testing or split testing refers to having two versions of a landing or a sales page up with slight differences, monitoring the traffic and conversion rate of each page, and then selecting a winner based on the results. The important thing to remember about split testing is to make small changes rather than having two completely different pages set up. You could change just the headline on the second page to see if the low conversion rate is a result of poor copy. Once you see which headline is better, you could test the buttons, and so on.
7. Make it Easy to Buy
The last tip is to make it as easy as possible to sign up for your offer or buy your product or service. Here are a few ways to simplify the buying and sign up process:
- Reduce the number of fields in your forms. For example, consider asking only for name and email for digital products
- Offer free shipping for physical products
- Use filters if you run an online store to reduce the number of choices. Too many choices leads to confusion and decision paralysis so the less options a buyer has the better your conversion rate will be.
Top 4 WordPress Plugins to Increase Website Conversions
As is often the case with WordPress, there are a few plugins that can help you increase website conversions.
I mentioned earlier that increasing trust is crucial when it comes to converting first-time visitors and subscribers to buyers. Building a relationship is often the first step towards making that conversion and the best way to achieve this is with your email list. Bloom from Elegant Themes will allow you to create high-converting opt-in forms so you can get started building your email list and nurturing your subscribers. The Bloom plugin is available as part of Elegant Themes membership.
2. Split Test for Elementor
If you’re using Elementor, the Split Test for Elementor is a great little plugin. The plugin allows you to split-test pages created with Elementor and set up A/B test using the familiar Elementor interface. This plugin can be downloaded for free from the official plugin repository.
3. Nelio A/B Testing
Nelio A/B Testing is a powerful split-testing plugin that you can use if you’re not using Elementor. It works with any theme and it’s even compatible with WooCommerce so you can easily alternative names, featured images, and descriptions for your products, and use your orders as conversion actions. Another benefit of this plugin is that you can also test headlines for your blog posts so you can get even more insights from your website. This is a paid plugin that offers 3 different plans starting at $29/month.
4. Beeketing for WooCommerce
Lastly, Beeketing for WooCommerce offers a lot of tools that help improve your store. One of those tools is the Sales Pop notification which displays a purchase notification at the bottom of the screen. Other features that can boost your conversion rate include the ability to add sales countdown clock or low-stock indicator on product pages, display pop up coupon code, and more. You can get started with Beeketing for free and upgrade to their paid features later on. Paid features start at $8/month.
Optimizing your site for conversions is not as difficult as it seems. Use the tips in this article to calculate your conversion rate and optimize different areas of your website for better conversion rates.
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