Attracting visitors to your website is an important part of Internet marketing. However, getting visitors to take action in the form of conversions is essential if you want to enjoy success. This is where conversion rate optimisation comes into play, and there are many ways that you can improve this.

Get the basics right

If your website is difficult to view, slow to load or confusing to navigate, it will put visitors off. You need to get the basics right, and that means pages that load quickly, as well as pages that are clear and easy to view on both a computer screen and a mobile screen. Get all of the basic elements right first and you will be in a good position to increase your conversions.

Provide incentives

One way to optimise your conversion rate is to provide an incentive for visitors to tempt them to make a certain action.

This could be something as simple as a free ebook download in return for signing up to your list, or it could involve providing a small discount on an order. There are many ways to provide incentives, and you may find that they have a real impact on your conversion rate.

Use calls to action

When you are focused on improving site conversion, make sure you tell your visitors what you want them to do in the form of calls to action. Visitors should know that you want them to fill in your form, call you for an insurance quote, sign up to your newsletter, or whatever your call to action is.

Place the call to action on the page where it cannot be missed. You may want to include a number of calls to action throughout your website to make it even more obvious.

Use A/B split testing

The best way to find out what is working is to test your website continually. It is the only way to know if you are doing the right thing, and you can then make changes to improve it.

With A/B split testing, you can create two different versions of a page and display the different versions to different visitors. You can then find out which version of the page works best for conversions, and then you can optimise it further.

As you keep on testing, you can keep on tweaking and optimising your site. You could also use multivariate testing where you change lots of aspects of your landing page and make relevant changes depending on what works.

Focus on your copy

Design, images and other elements are all important on a website, but the copy on your landing page and throughout your site is going to have the largest impact when it comes to conversions. You can test your copy using A/B split testing or multivariate testing, and you may find that changes to your copy have a large impact on your conversions.

Add credibility

You can add credibility to your business by including factors such as testimonials, awards and statistics.

Many people will be landing on your website for the first time and they won’t know much about your business. They want to know that they can trust you, and things such as testimonials can be very effective at doing that.

Improve the conversion of your website

There are many things that you can do to increase conversions on your website. These are just a few ideas to get you started, so make sure you constantly focus on conversion rate optimisation to get the most from your website.