In an increasingly competitive online marketplace, average websites don’t make much of a difference. Consumers are looking for a buying experience that’s special.

Whether it’s a unique product or a service in demand, sales will still suffer if the site provides anything less than a satisfying user experience. Many businesses are drawing plenty of traffic, but losing 95 percent of sales.

In a digital world, your website is your primary marketing tool. A well designed website draws more quality leads and provides greater visibility for your business. But a poor website leads to missed opportunities that rivals may capitalize on.

What follows are some productive strategies you can use to enhance the user experience on your site, and with it the chances of converting more visitors to sales.

Responsive Design

One important consideration is whether your site is mobile-friendly. The majority of mobile users search for products and services online, or do price comparisons in making the final decision. Websites that are too slow to load on phones or tablets, or too ungainly to display, will have mobile users quickly moving on. The last thing you want is to frustrate users by forcing them to do a lot of zooming or scrolling on their small screens.

That’s potentially millions of leads you could be losing. Having your pages built in a responsive design means that they can detect what device/OS is accessing them and adjust accordingly, whether it’s a Windows laptop or an Android phone. Creating a responsive site may take some extra money and effort, but if you’re appealing to a larger portion of users, you’ll be getting more conversions.

Address the Need

When most people decide to purchase from you, it isn’t just because your product looks good or the price is a good deal. They buy because the product or service fills a need in their lives. Lists of features and benefits help to establish value, but what clinches the sale is clearly pointing out that your product fills an emotional need.

If you’re selling home insulation, don’t focus on the quality of the insulation, but on how it can save money on energy bills. Gather feedback from your customers to see what need they are trying to fill. Request and analyze customer testimonials so you figure out WHY they decided to purchase. Use these testimonials to demonstrate how you deliver on that need. The buying decisions of 88 percent of users are based on testimonials.

Include a CTA (Call to Action)

Many websites make the mistake of just giving a sales pitch but no sense or urgency. A good CTA prompts the visitor to follow through on the selling you’ve done. A CTA should tell the customer exactly what they should do next, such as making a call or submitting a form.

To make it even more immediate and convenient, this next step should be coded into a CTA button. Click-to-call or click-to-chat buttons could connect users with your sales team in a second or two. The CTA button should be clearly displayed and feature a clear, compelling message like “Call now for discounted price!” or “Let’s do it!”.

Test your CTA buttons

Boring CTA buttons are easily ignored. As suggested here you can try varying the text, style, and color as you please. Do some experimenting to find out what works best. This can be in the form of A/B testing, where you use two variations at once to see which is driving more conversions; for instance a yellow button on one page and a blue button on another. Fancy borders, intriguing backgrounds, or unusual shapes can also make a button stand out.

You could also use imaging buttons and a bit of JavaScript roll-over action to transform the button to another image that conveys reward or provides additional inspiration through new slogans or incentives.

If you want to make the most of these ideas, don’t focus on selling a product; focus on providing emotional value to the customer. Your conversions will be much higher if you can connect on a personalized level with your customers. The more engaging you make the website experience, the more likely they are to follow up on your offer.