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Your Go-to Guide for Increasing Your Conversion Rate

HostPapa Blog / Analytics  / Your Go-to Guide for Increasing Your Conversion Rate
25 Feb

Your Go-to Guide for Increasing Your Conversion Rate

(Last Updated On: July 28, 2016)

When it comes to increasing your website conversion rate, you’ve probably been bombarded with methods and strategies to implement.  And while some of them are effective, more than likely, the most of them render useless on a daily basis.  Fortunately, though, we have a simple go-to guide you can use that features 10 of the best ways to increase your conversion rate.

1) Display Content that Is Memorable

If you want people to visit your site and remember who you are, thus sharing your postings with friends and family members, then you must display content that is memorable.  If your site looks like every other site with meaningless articles, then you’ll likely be looked over just the same as those sites.  But if you regularly post content that is relevant, newsworthy and interesting, then you’ll increase your conversion rate exponentially.  The best way to make sure you are posting great content is by hiring a content creator who specializes in creating easy-to-consume content that resonates with its readers.

2) Your Return Policy Should Be Clearly Outlined

No matter how many people you attract to your site, if they feel that your services or products are not guaranteed, they will take their business elsewhere; this is why your conversion rate highly depends on your return policy being clearly outlined on your website.  On your homepage, you should have a Return Policy tab that it easy to see without having to scroll down or over.  This tab should lead a person to an individual web page that clearly explains the ins-and-outs of your return policy.

3) A/B Testing

Do you have two versions of a webpage that you believe will work well for increasing your conversion rate?  If so, do a bit of A/B testing.  In doing this, half of the people that visit your site will be directed to the A Version, while the other half will be directed to the B Version.  You can then analyze the conversion rates — the number of visitors who actually performed the action you wanted to them make — and you’ll have an inside view at which version works best.  If you find that B Version works 35 percent better than A Version, then you’ll know to use the B Version more readily.  Three of the best software applications to use to perform A/B testing include:

  • Google Content Experiments (free of charge)
  • Optimizely
  • Visual Website Optimizer

4) Quit Trying to Sound So Smart

When you try to sound smarter than your customers, this will quickly decrease your conversion rates.  Take for instance that your company sells marketing services.  If your homepage starts out with something similar to “We provide automated marketing solutions that are focused on increasing your revenue levels, while at the same time enhancing collaboration throughout your sales tasks,” then you will have lost just about any prospect customer that visits your website.

Why not quit trying to sound so smart?  “We provide effective marketing services through simple solutions.”  Doesn’t that sound much better?  Easier to comprehend?  Sure it does, and marketing managers would much rather read easy-to-digest content than having to pull out a dictionary every other word to try and decipher the services that you’re offering.

5) Show Your Website Visitors You Can be Trusted

If someone walks up to you on the street and attempts to sell you a new Mac computer for $400, you will probably pass over this bargain because you don’t trust the guy.  But what would you do if you did trust the guy?  You’d buy the computer and ask him if he had any other products to sell.  Why?  Because you trust him and you know it’s a good deal.  Consumers must be able to trust you, and many times, the only contact that they will have with you is via your website.  This means your website should include all of the following:

  • A physical address to your store location
  • A phone number they can call and speak to one of your staff members or representatives
  • A customer service phone number
  • A web page outlining your business’s history and primary employees
  • Photos of your business interacting with the local community
  • Regular blog postings (at least one a week)
  • No content errors, including spelling and grammar mistakes

6) Easy-to-Navigate Website

If your website has a ton of tabs and buttons, consumers will likely be overwhelmed.  This is why your site needs to be created by a professional web designer who has much expertise in creating easy-to-navigate websites and web pages.  Across the top of your homepage, you should have no more than five to six tabs, and they should be in a row, directly beside one another.  If you start having row after row of tabs, this makes your site difficult to digest and navigate.

7) Don’t Include Popups

Nobody — absolutely nobody! — enjoys popup ads.  In fact, many people who land on a website and get distracted with a popup ad will immediately exit out of the ad and website altogether and find a different site that isn’t aggravating.  If your site does include ads, make sure they are strategically placed so as not to annoy any visitors.  And while ad banners are okay, make sure they don’t blink or change every five seconds because this is frustrating as well.

8) Don’t Force Your Visitors to Do Anything

To increase your conversion rate, you must do everything possible to avoid steering website visitors away.  This means that at no point should you force them to give you their email or sign up for anything.  The only reason they should be required to give you their email is if they make a purchase; this way you can email them a receipt and proof that their order has been processed.  You can, however, give consumers the option to register as a user on your site.  This would give them access to their past purchase history and such.  But always give them the option to make a purchase as a guest.

9) Keep Your Inventory Up-to-date

If a customer comes to your site to make a purchase and after doing so, you send them an email that you are out of stock, this will likely aggravate them.  A simple solution to this problem is making sure your online inventory is managed in real time.  If a product becomes out of a stock, it should say so on the product page.  Being straightforward with your customers is of the easiest and simplest ways to increase your conversion rate.

10) Make the Checkout Process Simple

If you make it difficult for customers to make a purchase, your conversion rate will decrease quickly.  But if you simplify the process — no more than three clicks — then customers will enjoy the simple checkout process and they will share their experience with their friends and family members, which will increase your conversion rate.  All you need is a name, shipping address and payment information; three clicks should be enough to make a product purchase. 

The Takeaway

The 10 tips mentioned above have been proven to increase conversion rates.  You may find that some work better than others, however, for the most part, they will work on any site, no matter the industry that your company operates within.  One of the most important tips to keep in mind that wasn’t mentioned above is that your conversion rate will also be dependent on the behaviors you display across social media platforms.  If you act professional, communicative and trustworthy, your conversion rate will increase.  If, however, you display immature comments and irrelevant postings, this could be the downfall of your entire company.

Alexandra Sparks Hudson

Alexandra is an important part of the HostPapa content team. She lives in Montreal, reads excessively, is passionate about SEO and loves fashion. Her friends call her Sparks. You can too.

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