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22 Important Conversion Tips for Your Business Website

Lalit Sharma
22 Important Conversion Tips for Your Business Website

When it comes to traffic to a business website, quality beats quantity. It is therefore important that you don’t lose focus on targeted web traffic, even as you engage in a search engine optimization (SEO) campaign.

Here are several tips that will help increase the conversion rate of your business’ website.

22 Conversion Tips

  1. Human beings are visual creatures. We are drawn to what looks nice and repulsed by what does not. You should, therefore, consider such things as images and color. Studies show that color influences click-through rates by as much as 21%.
  1. You need a target audience. It is unlikely that your marketing efforts will please all demographics. You should select a target audience according to the products you are selling. The nature of your website will also determine whether video or text is the best option.
  1. Always explain to visitors the benefits of your products/services as well as your For example, if you run a booking website, list benefits like "no online booking charges," "online booking guarantees," "live chat," and "customer support 24/7." Do not assume that your customers know the benefits of your products/services.

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  1. Customer feedback is important because it will help you make informed decisions. There are tools that allow you to collect feedback from your website’s visitors through methods such as pre-written templates and pop-up questionnaires. You should, however, avoid overusing these, since they could drive away customers.
  1. There are many web browsers out there and you should optimize your website for all of them, not just the main ones. Different web browsers require different search engine optimization techniques.
  1. It goes without saying that your landing page should have a call to action. Do not assume that visitors know you want them to buy your product/service. Your call to action should not be subtle; it should be clear and obvious (such as “Add Product/Service to Your Basket”).
  1. Usability is important if you want to increase your conversion rates. For example, you should tell your visitors where they can find technical specifications of your product, and if you have a social media presence.

guy-hiding Source

  1. You should be honest, clear and open. You should never shy away from saying that a particular product is out of stock – your readers will appreciate the honesty. You should also indicate if the given price includes delivery or other costs.
  1. One of the greatest mistakes website owners make is asking for too much information from customers. Ensure you do not come across as if you are snooping — this will create distrust. You should also ensure that your requests (such as for phone numbers and email addresses) are not compulsory.
  1. People are more likely to buy from you if they trust you. Although there has been a huge increase in online shopping over the last few years, people are still cautious. You can create trust by providing a physical address or phone number where visitors can reach you. In addition, explain your privacy policy and shipping procedures clearly.
  1. You could increase conversion rates for online shopping skeptics by having a well-defined return policy. When customers are shopping at brick and mortar stores, they know they can return an item should it be defective or for any other reason. Make sure your policy for online-only purchases is clear.


  1. Keep your users informed. Give them a confirmation email and tracking number after they make a purchase. Customers who stay happy are more likely to speak favorably about you and become repeat buyers.
  1. Tap into the different payment options available online. Not all your customers will have credit cards, and you should therefore consider options like PayPal.
  1. Have a USP (unique selling point) that separates you from your competitors. Many businesses do not know their unique selling points. Point out things like free delivery, low prices and unique products.
  1. You should always contact visitors who visit your website but do not convert. Recent studies show that websites have a 90-minute window to connect with customers. Consider sending personalized emails from your personal mailbox extending the period as opposed to automated emails informing customers that of cancellation of their booking within a particular period.
  1. Perform reputation management whenever negative comments about your business or your products/services are posted. Consider such things as a BBB (Better Business Bureau) seal and a TRUSTe budge. You could also validate your website by including testimonials and case studies.
  1. Do not focus on your landing page alone. Some visitors will go to other pages in an attempt to find out more about your credibility. You should, however, restrict navigational menu options, so that people do not get distracted and forget about your landing page.
  1. Clarity always trumps persuasion when it comes to online marketing. Study your target market and try to answer commonly asked questions in your content, instead of merely trying to be persuasive.


  1. Optimize your website for search engines. Search engine optimization (SEO) increases your ranking in SERPs, which means more people will find your website. According to the laws of probability, the more people visit your website, the higher your conversion rate will be. You should also consider other website-promotion tactics, such as article marketing and social media marketing.
  1. An A/A test. Even if your A/B test results do not seem to be off the mark, you should only use them after running an A/A test, which will help identify such fundamental problems as insufficient sample size and technology fail. To learn more, you can read this article on A/B testing.
  1. Ensure that data, not opinions, influence your tests. Consider what visitors are actually saying about your landing page.
  1. When running a test, avoid the common temptation of stopping once you notice some success on a variation. You should get more than 100 conversions on a variation before you declare it the winner.

Any tips I forgot to include? Or any questions? Let me know in the comment section!

Header image: Canva & Unsplash

Other blog images: Google Images (free for reuse, modification)

Lalit Sharma

Occasionally takes part in conversations.

Lalit Sharma is an SEO consultant who runs an SEO house called Ranking By SEO. He is specialized in link building and other SEO related activities. You can also find him on Twitter and Google+ .
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