Improving Conversion rates

Below are some top tips for improving the Conversion Rate of your main conversion pages:

1. Remove Choices

You need be very clear about what you want your visitor to do; whether it is to buy a product, download some information, complete a form, or click through to another page. All other clickable links or choices on the page should be eliminated or at least visually de-emphasized.

2. Keep Your Promises

Make sure that you understand the context from where your visitors arrived. It may have been from a Search Engine, Google Adwords advert (PPC), a blog listing (either your’s or a third party) or another website such as a comparison shopping engine. It is critical to align the content of your landing page with their expectations, which will differ depending where they came from.

3. Don't Be Loud

Minimise visual distractions - don't use a wide variety of font styles, colours, and sizes on your page. Remove images and interactive rich-media content unless those directly support your conversion goal. Ask yourself – are they clearly the best way to convey important information. Bland landing pages are often the best-converting ones.

4. Reduce Anxiety

Unless you are an internationally-recognised company, you will have no brand-strength or credibility with your online audience. So you need to do everything possible to reduce the anxiety of your visitor on your page by using safe shopping seals and other indicators of your trustworthiness; both of your product/service and payment methods. The logos/icons of trade associations, acceptable payment methods and money-back guarantee seals can all be powerful ways to make your visitors feel safer.

5. Establish Affinity

People want to feel an affinity for your product or service. Transferring recognition or goodwill from other sources can help you reinforce their desire to act. A good way of achieving this is to use logos of well-recognised clients and associations that your company belongs to. You should also display testimonials from existing customers, in a prominent position. A detailed Case Study (a long Testimonial) will help to enhance affinity.

6. Have a Clear Call to Action

Make sure that you spell out exactly what will happen if someone fills out the form or clicks on the desired link. Don't clutter the area around the call to action - let it stand out by its isolation on the page.

7. Reduce the Amount of Text

People don't read website pages; they just scan them like reading a newspaper. Studies have repeatedly shown that less content on a landing page leads to higher conversion rates. So ruthlessly edit your text down to simple headlines and short, bulleted lists. Cut out the self-promoting marketing speak that people won't read anyway. You can link to detailed information on supporting pages.