Conversion Rate Tricks: How To Boost Business On Your Website

Conversion Rate Tricks: How To Boost Business On Your Website

When doing business online, the first instinct is often to get as much traffic to your website as possible. You’ll spend time optimising SEO factors, taking out Google Ads, posting content on social channels and trying to drum up as much digital footfall as you can. 

However, after a certain point you may find that your problem isn’t a lack of traffic, it’s getting that traffic to convert. Everybody’s reading your blog, but nobody’s buying anything – so how do you get them to click the right buttons?

In this article, we’re going to go over a few tried and tested methods of convincing passive readers to take action and opt in.

Streamline your forms

Take a good look at your shopping experience or signup form – how many boxes is the user expected to fill out? If it’s more than necessary, you might have a problem. 

User experience (UX) experts sometimes say that every additional form field might be thought of as an additional point of friction in the customer experience. A form with five times as many boxes is a form that is five times more likely to lose customers as they get halfway through and think, “actually, I’ve changed my mind.”

The quicker and simpler your conversion process, the more likely it is that customers will make it all the way through without dropping out somewhere along the way – and the trick is not to daunt them with a huge task before they’ve started. 

Leverage social proof

‘Social proof’ is the idea that more people will be persuaded to do something if they can be shown that other people already like and trust that thing.

Nobody wants to be the first to try an unknown company – and so anything you can do to reassure visitors that your business is well-used and well-liked by lots of other customers will likely have a significant effect on your conversion rate. 

How do you implement social proof into your website design? Well, one approach could be to make use of customer reviews or testimonials. Any visitor sitting on the fence about whether or not to make a purchase could very likely be persuaded to go for it by a selection of five-star reviews from other shoppers.

Another way of using social proof could be to make use of announcement badges in your site design (as in, “10,000 items sold!” or “Established in 1995!”). These kinds of declarations are very effective at implying a long history of trusted customer service, and they can make first-time buyers feel a lot more confident about pulling the trigger. 

One more idea could be to include a ‘trending’ section of ‘hot’ items. The very suggestion that enough customers shop with you that meaningful data about shopping trends can be created is a very powerful illusion. 

Split-testing

Split-testing, also known as A/B testing or A/B/C/D testing, is a great way of optimising your website for conversions.

The principle is simple: you create two or more versions of your site that differ in one respect you’d like to test (say, whether the Buy Now button is red or green), and then you serve those variants at random to visitors. For example, you might set it up so that:

  • 33% of users get version A (eg, page with a red button)
  • 33% of users get version B (page with a green button)
  • 33% of users get version C (page with no changes)

It’s often important to run a ‘no changes’ version as a control (just like in a science experiment) – otherwise both of your new versions might actually be worse than what you started with, but you’d never be able to tell. 

Having set up the split-testing, you then collect data about which version of the page generates more conversions and go from there. 

For example, you might discover that the green-button version of the page generates more sales than the others for whatever reason. Now you know that you can permanently improve conversions by making that a set part of your site design.

If you like, you can continue to iterate and do more and more split-testing to further optimise your shopping experience. You may have found out that green is the best button colour, but do more people click it if it’s on the left or the right-hand side of the screen? And so on.

If your conversion rates are lower than you’d like, don’t despair or resign the business to failure. There are always tips and tricks you can do to improve matters and get visitors to opt in for your goods and services.

By implementing some of these crafty sales and web design tricks, you can encourage your users to feel more comfortable reaching for their wallets – and turn your online business into a huge success.

Blue Box Business