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20 effective ways to improve your website conversion rate


Understanding the visitors you are targeting on a particular landing page is one of the most important elements in conversion success.

Selection of keywords: e.g. drive traffic from organic results, Pay per Click.

Publisher networks: e.g. a banner or text advertising on news sites, magazines, blogs, forums.

The selection of the right keywords and publishers are the key areas for conversion rates. If you are targeting the wrong audience, it affects conversion rates.


You are selling “branded smartphones”.

  • Review the keywords your visitors typing in search engines
  • Review the traffic sources your visitors visit your website

Value proposition

The value proposition is the single most important element in increasing conversions. Value proposition associated with your brand and target customers.

Focus on specific customer segment, consider who is not going to serve & tradeoff your services and products.

Answers to questions to create a value proposition

  • If I am your prospect, why I should buy from you rather than anyone of your competitors?
  • Who is the potential customer you want to attract to your site?
  • Why would your customers choose your product or service?
  • Why would your customers choose your company over your competitors?
  • What are the top five objections that stop customers from buying the type of product or service you offer?

Techniques for getting the value proposition

  • Focus on your “Only” factor
  • Provide clear evidential
  • Differentiate you in the competition
  • Top 3 – 5 reasons to buy your services/products or company over your competitors

Give visitors what they are looking for

Make sure that customers arrive at the exact information they expect. Your promotions lead visitors to relevant landing pages and not the home page of your website. With only seconds to keep their attention, you cannot risk losing your customer’s focus by forcing them to search for the information they need from your home page.

>For example, if the customer is looking for a “car insurance policy“, land them on this particular page and discuss the information around “car insurance policy“.

Consistent message

Communicate and engage the customers with the same message throughout the buying process. If a user clicks on a PPC ad: “10% off for 6 months signup”, they expect to see the same headline on the landing page.

Remove distractions

Keep the page simple. The focus of your page needs to be completely on getting visitors to perform the desired action. Using too much technology will distract them, and your message may be lost.

Too much Call-to-Actions, graphics & colors are some examples of creating distractions.


The fewer time users must spend on your conversion activity, the less time they have to change their minds.

If the goal is to fill the online forms,

  • Fewer fields
  • Have the input cursor jump to the next file
  • Only request the information that is necessary for purposes.

Build the trust & credibility

It is always risky to enter into an online transaction with someone you do not know. People may fear to give you money or their personal information because they do not know you. How can you get potential customers to trust you without ever meeting them? Trust is established through credibility.

  • Accurate information on the site e.g. supports the industry and what customer is knowing, latest information on the site
  • Professional design e.g. clean design, distraction-free, fast page download time
  • Show real-life business things e.g. trade activities, people photos & profiles, events
  • Clients, testimonials, case studies
  • Highlight expertise
  • Positive media coverage, industry certifications, awards, memberships and standards compliances

Stay focused

Do not make the mistake of offering several products on a single landing page to take advantage of multiple products or services. Focus only one thing at a time on the landing page.


You are selling utility software for small businesses like anti-virus, online billing, project management, etc. Focus one software at a time on the landing pages like online billing and discuss the problems and how your product solves it.

Avoid technical difficulties

  • Review forms, buttons, shipping calculators, taxes etc if working properly.
  • Review traffic from different sources, browsers & operating systems.
  • Review your website with all common browsers and all operating systems for compatibility issues.


You need to promise your clients that their privacy will be guarded. Make sure your privacy policy is clear and easy to understand and be sure to direct your customers to this policy.

Place a link to your privacy policy, an icon that shows precautions have been taken or a simple statement such as “Your privacy is important to us“, in close proximity to calls to action.

Satisfaction guaranteed

Give your customers a warranty for products, or trial period for services. Encourage readers to convert because you will have minimized their risks.


Give 30 days to try your product risk‐free, and if not satisfied, they can get a full refund.

Suggest free consultations for new clients to get a feel for your services without spending any money.

Be aware of “the Fold”

The fold is the point on a web page below which scrolling is required to view additional content. Especially when your “Call-to-Action” is in first fold, it may lose the attention of the customer while scrolling the page.

If your page is in 2 folds, highlight “Call-to-Action” for every fold. Because you don’t know where the fold will fall and appeal to the customers.

However, different browsers and screen resolutions place the fold at different points on your page.

Call to Action

Using a quick tag line above your call to action, briefly indicating what action is expected, will help it stand out. Examples include “Buy Now“; “Email to a Friend“; or “Register Here” instead of “Submit“.

Depending on the length of your page, you may need to place your call to action in more than one position.

CTA should have for every screen, every fold.

About every 400 to 500 lines of vertical resolution.

Visitor’s view of the page

The user scans the page not read the content. Users tend to look at a page starting from the top left and moving to the bottom right.

Keep the most important items in the center of the viewer’s line of sight. Like graphics, text, etc.

Do not allow items on the sidebars to take attention away from the focus. Don’t place the graphics or any action that doesn’t relate to the main goal of a page.

A quick glance at your landing page should be enough for someone to know what you offer. Use bold, colorful, and large text and images for the most important parts of your page.

Appropriate language

Content should be easy to read.

Content should not contain jargon.

Customers should understand how you can help them quickly to solve their problems. E.g. showing them a list of benefits in bullet format.

The page should be well organized, easy to scan and spread out. Don’t group all the important information together in one place.

Don’t lose your visitors

Visitors should know what to do and the order in which to do it.

The page should be easy to navigate with clear links and buttons to keep users on the conversion path.

Call-to-Action and links should be clearly visible and meaningful with a quick glance around the page.

For example,

From the landing page of “car insurance”, a text link says “learn more about our car insurance packages”. Instead, it should be like “Compare our car insurance plans that fit within your budget”.

Conversion options

Visitors may change their mind even they are ready to buy. Visitors want smoothly, quickly and secured anticipations.

Include as many options to contact you like phone number, email address, chat IDs or quick contact forms.

Consistency & headline

A website gets traffic from different sources like organic results, PPC ads, emails campaigning, banner advertising. The headline of the landing page should match as much as possible from the sources of the traffic.

Visitors attract and understand quickly about the page by reading the headlines.

Visitors make interest visit your page by looking at the ads. The headline should match the creative as much as possible. They need to know they have arrived at the correct page.


You offer “saving 20% on 6 months signup” of online invoicing.

The headline of a landing page should like “Save 20% now on 6 Months Signup”.

Use the right image

A picture is worth of thousand words. The right image is the most important element of the landing page. When scanning a web page, visitors will most often look at the image first and along with the headline and overall design.

The image should relevant to the product or service.

The image should clear and easily pay the attention of the visitor.

For e-commerce stores, it offers larger image option, a different view of the product.

Use short copy vs. long copy

Short copy is usually better for giveaways or free offers, instant download, or free trial offer. If visitors want what you are giving away, they don’t want to read too much ‐ they just want the freebie. If they don’t want it, they will not be interested in reading long copy anyway.

Long copy works better if you are selling something, particularly big-ticket items. Visitors want to know as much as they can above something before they want to spend money buying your product or services.

What to test on pages

There are many elements you can test on any page. Following elements provide the highest impact on conversion rates:

  • Page layout (1 column versus 2 columns, right navigation page versus left navigation page)
  • Headlines
  • Images
  • Benefit list
  • Call to Action
  • Testimonials / Reviews
  • Security badges
  • Awards, membership & accreditations

There are 5 primarily 5 design elements:

  • Size
  • Shape
  • Color
  • Position
  • Motion

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