How to improve conversion on your website

The ultimate goal of a website is usually to have some sort of conversion event. This could be visitors buying things, contacting you, signing up to a newsletter or simply clicking on a link, the list of possible conversion events is almost endless. This article lists some basic tools and techniques that can help you get started improving your conversion rate and ultimately get more out of your website.

This article focuses on the basics when it comes to improving conversion rates and the performance of your website in general. Wohok Solutions is in the business of creating websites, not marketing them or optimizing designs. Having said that, we always stick to best practice and following basic rules can get you very far when it comes to improving the general performance of your website. What follows is a list of topics and suggestions based on our own experience from working with clients and websites from various industries:

Website Speed

The loading speed of your website is critically important for the success of your website. In terms of conversion rate, it has been shown, that people lose interest very quickly, often within less than 3 seconds. Optimizing your site for quick loading times is therefore very important and usually rather easy to do. Quick loading times will also improve your chances of getting good rankings in search engines, as e.g. Google appreciates quickly-loading websites.

Google is then also the perfect place to start optimizing. They provide a tool called PageSpeed Insights which shows various factors for mobile and desktop and uses a traffic light system to point out what areas you need to improve. It’s almost impossible to get to 100/100, but once your overall rating turns green you’re usually fine.

Additionally to that, take a look what the free tool of SEO Centro says about your website. Their SEO Analysis has various sections, some of which are directly related to speed. In general it’s a great tool to optimize your website, not only for speed but for SEO in general.

Event Tracking

To be able to improve conversion rates, you first have to know your conversion rate. To be able to do that, Google Analytics is a great starting point. You can set up events that fire e.g. when a certain link is clicked or when somebody submits a form, the possibilities are almost endless. To find out more on how to set up events, simply Google for “Google Analytics Events”, there are a whole number of great tutorials out there.

For e-commerce websites and online shops, Google Analytics provides a specialized service called Google Analytics Ecommerce. You can use that feature to track all of your sales and learn more about the behavior of your visitors and how you can optimize your shop.

One of the other ways to implement tracking is Facebook Pixel. Especially if you’re using Facebook ads, this might be a good way to go for you to track conversion not just on the site but also related to you ads. There’s also nothing stopping you from using it together with Google Analytics or any other tracking tool out there.

Important things first

Make sure the first thing people see when coming to your site is directly linked to what you want to achieve on your website. If you want to have people sign up to your newsletter, make sure the first thing people see on your site is the section where they can sign up for the newsletter. If you want people to download your new whitepaper, make sure the link to the whitepaper is clearly visible on your homepage above the fold. Above the fold means that visitors can see it immediately upon visiting your site without scrolling. Also make sure it is consistently above the fold on all screen sizes (also on mobile phones and tablets, not just desktop).

Keep things simple

There are thousands of things to say about your product or the topic you’re writing about, but make sure the visitor doesn’t get overwhelmed by too much information. Stick to concise blocks of information that quickly and in simple words communicate what you want the visitor to know. Similar to the loading speed issue, the attention span of users is a really important issue here. You might only be able to get 2-3 points across to the visitor, so make sure you identify those points and build your main site around those, you can go into more detail on other pages of the websites like FAQs, Features, etc.

Landing pages

The concept of landing pages has been around for a long time and might appear a little bit outdated today, but it still has some value, especially if you have several target audiences, more than 1 main topic or more than 1 product. Having several landing pages allows you to target one key audience at a time selling them 1 product or topic with a targeted sales pitch. In combination with targeted advertising this can be a powerful tool to increase conversion rates and might also be beneficial with regards to SEO.

General marketing

I’m personally coming from the coding world and marketing has always been kind of my nemesis, so apart from the most basic things listed above I’ll leave the marketing talk to the experts. If you are looking for a guide presenting the basics you need to know to create a good sales/landing page, maybe check out The Brain Audit by Sean D’Souza. It’s a quick read and it’s a great book for beginners and maybe even for more advanced people. I learned a lot from reading the book and will read it a second time shortly, I hope it will help you as well.

Conclusion

Conversion basically is the Holy Grail of online marketing, if there was one easy way to get it right, you wouldn’t even have gotten to this article. Having said that, I hope the list of topics together with the remarks helps a little bit to at least get the basics right. If you invest your time, you can get a lot done by yourself using Google Search and the infinite number of tutorials out there. If you’re looking for experts to work with, maybe check out our partners at Digital Business Lab, they can help you take the next step once the basics are all covered (or help you cover the basics as well if needed).

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About the Author

Wolfgang GeigerWolfgang Geiger is founder, director and lead developer of Wohok Solutions. Passionate about website development from an early age, Wolfgang has built websites for more than half of his life. He has degrees in both, Computing and Business Management and is fluent in German, English and Mandarin. In Hong Kong he enjoys the mix of East and West, the energy in the city and the fabulous local food.

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