In the world of websites, there are a few things that people get nervous about. One of those is conversion optimisation. Websites are always changing and evolving, and when it’s time to upgrade the site for your business, you might worry that you’ll hire a developer to make the modifications, spend the money, and then see it ultimately hurt your business because your conversion rate goes down. They key to success is knowing how to approach the conversion optimisation process properly and make it work for you. Today, we’ll give you a few tips to help you do just that.

1. Remove unnecessary form fields

Yes, adding additional form fields might allow you to gather more information more easily, but customers don’t really enjoy filling up that many blanks. It’s not worth sacrificing conversion rate just to make the work easier on your end. Some companies have seen as much as 160% conversion rate by decreasing form fields from 11 down to 4. Make it easier on your customers, and they’re more likely to stick around.

2. Choose a unique call-to-action colour

One of the most important parts of any business website is the call-to-action button. Every click of it means a visitor becomes a customer. You want to choose a colour for the button that will make it stand out. It’s all about making the button pop against your website’s background colour. You may have heard that red is a great colour for improving conversion, and that’s true. However, it’s not the colour itself that makes the difference. It’s the contrast between the button and the background that matters, so red won’t benefit everybody. Be sure you check and verify which colour will work best for your website.

3. Drop the stock photos and image sliders

Photos can make or break a website. It’s a fact. However, it’s not just the photos you choose. It’s also how you use them. Image sliders are used quite often these days, but they don’t yield the best conversion rates. Customers tend to enjoy exploring a site for themselves, and image sliders make it more difficult for them to do that. Try a static image or advertisement instead. Also, stay away from stale stock photos. It’s far better to have original photos that flow well with your website and it’s message.

4. Make good use of videos

Yes, videos are valuable. If your website offers advice or instruction about any topic, providing videos is an excellent way to improve conversion rates. Customer tend to enjoy watching a how-to video more than reading a long article, especially for things that might be a bit harder to learn. Just be sure you keep them short, about 2 to 3 minutes in length, so that your customers won’t get burned out watching a long, boring video presentation. Make great use of videos, and your conversion is sure to improve.

5. Keep your headlines clear and phone numbers visible

You want to be sure your viewers have a clear picture of what you’re offering or what your business does. Having a clear and visible headline is a must. By making sure your headline is easily seen and, most importantly, easily understood, you can boost your conversion rates by a good bit. Another thing to focus on is your company’s phone number. Make sure it appears in the header of your homepage. This lends weight to your credibility, and it also make you feel more approachable to your customers.

6. Stay true with your testimonials

When visitors are trying to determine if your website is worthy of their business, they look at many things including testimonials from your previous customers. Some websites come up with fabricated testimonials in an effort to boost the credibility of their business. They don’t say anything untrue, but still it’s not a real customer’s opinion. This isn’t a good idea. The best way to boost your credibility and your conversion rate is by including real testimonials from real customers. They may not always be as perfect as you’d like, but being real makes all the difference. Remember, the truth is what earns trust.

7. Wear your badges with pride

Trust badges are an excellent conversion rate booster. Trust Pilot is a great site that offers badges for businesses with a history of good reviews. If you have that, be sure to show it on your website. You can also show off other badges you may have earned from sites such as Yelp or Glassdoor. Having these on your website is tantamount to word-of-mouth advertising and can make a big difference in customer conversion.

8. Stay current with your security

A big issue with websites these days, especially online stores, is security. Customers want to be sure that their credit card information will be safe before using any online store, and the best way to give them peace of mind is to show off any security seals your site has earned. One case study showed that websites with a Norton security seal had 11% more sales than those without one. If you have seals, show them.

9. Don’t be afraid to say “free”

It’s true that nothing much in this world is free, but in most cases your call-to-action will be. Usually it involves simply registering for the website which doesn’t cost anything. Don’t be afraid to tell your customers that by including the phrase “it’s free” along with your call-to-action. Some sites have seen as much as 28% conversion improvement by using this tactic. If you’re not already using this handy phrase, give it a try and see how much it helps your site.

There is far more to conversion optimisation that just the tips we’ve discussed here, but using these handy techniques will get you pointed in the right direction and well on your way to improving your conversion rates and with them your customer base as well. Give our tips a try and see the results for yourself!

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