Learn the 15 Conversion Boosting Techniques Any Website Can Use

The process of turning one thing into another, or from one state into another, transformation, transfiguration, transmutation: the naming varies from sphere to sphere. In commerce, marketing, and SEO, conversion refers to this change. The marketing climax regarding buyers’ journey is conversion when a prospect becomes a customer. Thus, conversion occurs with the buyer moving forward in the buyer’s journey.

Setting conversion as a KPI is fundamental to commerce and optimization. Yet, conversion does not only occur when a purchase is made. There are many other types of conversion along the way. In digital marketing, the following types of conversions are distinguished.

• Converting from a searcher into a website visitor
• Converting from a visitor into a subscriber 
• Converting from a subscriber into a buyer
• Converting from a one-time customer into a loyal customer

The logic is simple – moving from stage to stage through the buyer’s journey counts as a conversion. And the ultimate conversion is reaching the “loyal customer” stage.

Each business defines its current conversion rate goal or goals and does the calculations accordingly. The conversion rate is the ratio of the defined actions to actual interactions multiplied by 100. It is presented in percentage and is the percentage of the website visitors who complete the defined desired action, which could be subscribing to a newsletter, providing an email, or making a purchase. For instance, if 40 have converted (completed your desired action) from 1000 interactions, you will calculate your conversion rate this way 40÷1000*100%=4. The conversion rate will be 4% for the set goal. 

CRO, Conversion Rate Optimization is the process of boosting the percentage of visitors who take the wanted action. Behind any conversion rate optimization lies increasing website traffic. You first need people to visit your site; second comes leading them to act. As CRO is responsible for the conversion, we have chosen 15 conversion boosting techniques any website can employ.

Here are the Top 15 Conversion Boosting Techniques Any Website Can Use

Conduct A/B testing

When setting a goal and taking action towards its accomplishment, you should be certain your actions are right. You need to ensure you are on the right track and that your website visitors interact with particular elements. 

Called A/B split testing, it is to check how users interact with A type of website element and B type of website element. It is done to check which performs more effectively across your user base. As a result of A/B split testing, you discover which version of content or web feature converts best.

Done right, A/B testing will provide you with data and insight into what pushes people to and from your website; you will thus gain insights on what might attract or distract people from your website.

A/B split testing is one of the 15 conversion boosting techniques since it gives you a clear idea of what converts and doesn’t. The statistics show A/B split testing to be on top of the most effective methods for CRO. You should have 2 variations for testing: A and B, the control group where you understand which element or page you want to test. Additionally, your business’s primary goals and users’ current behavior must be central when conducting A/B testing. 

Invest in CRO tools

Tool choices are principal when conducting any optimization for conversion or retention, be it on search engines or web pages. Generally speaking, we differentiate four main types of CRO tools:

1. All-in-one tools- use data analysis, A/B testing, and experience from social proof to optimize the website․ 
2. Based on quantitative data, user behavior analytics tools analyze how website visitors and users interact and behave on web pages. 
3. Testing tools- test variations of website changes to measure their effectiveness in regard to conversion. Involves the experiment group against the control group.
4. Single-feature testing tools- test users’ motivation and interaction by adding a single feature right to the website. 

The features of your best choice CRO tools depend on your goals – what you want to achieve by converting. The common features to look for in a CRO tool are:

• Gather analytics
• Conduct testing
• Segment target audiences 
• Collect feedback 
• Show social proof messaging

Explore the available tools and choose one appropriate for your needs, preferences, and budgets. Once you’ve picked the right tool, it will bring you closer to your audience, help you understand their behavior, and strategize ways so that they convert. 

Include social proofs

Following herd behavior is innate in most creatures. Considering other people’s “normal” or proper actions, humans follow the same patterns, imitate and take up the behavior. This psychological phenomenon affects customers’ behaviors too. 

Taking it into account, many business operators and marketers worldwide use social proof to attract and convert more prospective customers. More sales are closed, and purchases are made after the tactic is taken up. 

Reviews and testimonials are the online social proof that guides customers. People are more likely to trust what strangers publicly say about the product rather than the product descriptions. In the same way, they will more likely use services their friends use. 

Social proof comes with the FOMO (fear of missing out). Whenever visitors see other people up to something, they impulsively want to do the same. FOMO is a psychological effect of feeling one is left behind. Examples include featuring a past purchase to promote a sales pitch, highlighting missed opportunities, showing the best-selling products, etc.  

Get the social proof from your loyal customers, industry experts, influencers, and users to be displayed on your website. This small addition will play a big role in boosting website conversion dramatically. So, power your 15 conversion boosting techniques with the social proof point.

Increase trust factors 

Trust and conversion are interrelated. Website visitors click the button, transfer to the next webpage, fill in the form, and complete any call-to-action thanks to the trust they develop towards a brand. Website trust comes from a few important factors: 

• how beautiful it is
• how functional it is
• how consistent it is
• how authoritative it is
• how transparent it is

1. It doesn’t matter that we’re constantly told not to judge a book by its cover. Be honest. Who ever listens to this? Appearance matters more than 90% of the time. We place credibility on the people whose shoes are clean, so we trust a nicely laid out website with an excellent visual representation. Mix organization, straightforward design, color choices, and image use for the maximum design effect.
2. Functionality goes with how usable a website is. Here another human psychological effect plays its role. We prefer things that are easy to use and produce the results we want to achieve most smoothly. Recall how many times you’ve closed a tab because you couldn’t make out of the navigation menu or the search bar. Reduce the bounce rate, and increase the conversion rate with a simple step of improving website usability.
3. Being consistent creates an impression of stability and value. We usually present ourselves the same way we act. In business, it is similar logic. We see people consistently; we presume they are trustworthy. Visitors see a consistent flow of a website; they develop reliance towards the services. 
4. Don’t you trust a leader, boss, governor, or whoever in the head gives a message? We develop trust spontaneously. Sometimes even without listening to the end. People have an innate tendency to trust authority. The right tools and techniques, such as link building and website optimization, will raise your website authority and replenish trust points.
5. Suspicion and the feeling of being misled are the worst trust enemies. Openness and sincerity are essential in building good relationships with your website visitors. In the online territory, we don’t see who we interact with. An online user must never feel s/he’s hidden something from. The information s/he needs about pricing, tax system, shipping, discounts, etc., must be explicitly displayed, publicly available.  

To stay on the safe side and enjoy the conversion of leads, you need to focus on each trust factor individually when designing or redesigning your website. 

Follow-up customers (email campaigns)

The most classic statistic about customers states that 3% of your market is actively buying. 56% are not ready, and another 40% are about to start. Persistence in following up with the customers will lead them through the sales funnel to conversion. Following up means waiting around the corner for your customers to be ready for conversion. It is like staying there in the shadows, waiting for the perfect moment. 

Leads come and go. It is your responsibility to take up measures for a moving funnel. Usually, 3-5 follow-ups are needed for a lead to be translated into a customer. For a conversion to happen, collect visitors’ data when they interact with your website. Fill in the database for a reach-out and follow up with potential customers. An instant follow-up after a lead is generated increases conversion 9X. 

With the growing number of businesses in any industry, potential customers now have more choices than in the old days. No brand is irreplaceable if it doesn’t establish itself so. 

Set your value proposition explicitly 

Customers seek value in any business offer. Whatever they spend time and money on should be worth the resource for the value, satisfy a need or want. 

A value proposition clearly states the core benefit a customer will get from a product or service. Visitors see the value proposition on the first page of a website. It is the first thing that stirs the desire to stay on the website longer and explore. You could relate to it as you would to a fishing hook.

It consists of a headline, a list of bullet points, a hero image/video, one or more CTAs, proof, and a guarantee. When a customer comes to your website, it’s your chance to attract them with a value proposition they cannot find elsewhere. A value proposition doesn’t number the benefits individually but highlights the uniqueness that your web suggests.

Include multimedia on your page

It is obvious that the more the means of communicating information, the quicker the message will get across. Using multimedia means utilizing the potential of different content forms to convey a message. These forms include text, audio, graphics, animation, video, and images. The combination of these all help enhance your website conversion. Some ways to use multimedia are:

• Turn testimonials into video content 
• Show your product benefits in video format
• Present the backstage staff to your audience
• Animate the essential information pieces 
• Convert content into explanatory and how-to materials 

Multimedia elements increase the trustworthiness of your website in front of your audience. Besides that, multimedia makes content more easily accessible and consumable. Images and videos give an idea of what to expect. For instance, you own a coffee shop, and upload content on your website. A video of how the coffee is picked, brewed, and served will immediately convert them into clicking the “order now”. Whenever people see something in action, they are pumped to own the same product for its usability and use the service for its value. Likewise, animations are fun, video and audio content are engaging. Therefore, the combination will boost your conversion rate considerably. 

Strengthen your CTAs

CTAs are powerful conversion-boosting buttons. They are a must-to-have on any website (at least for the ones that aim to convert). The correct and proper use of CTAs and a mindful attractive design can increase your website conversion. A call to action includes a command on the button with a link to the desired action/conversion. 

Common words and expressions that are used to increase conversion rate include:

• Get now
• Visit now
• Learn more
• Last chance
• Shop 
• Take a tour
• Try today for (a reduced price)
• Watch a free tutorial
• Enroll now

The list can go on and on. There is one thing to remember as a rule for a converting CTA. A compelling call to action introduces a time-restricted exclusive offer, creates a sense of FOMO, and shows a sense of urgency. The chosen color determines how much conversion rate there will be. The most convertible and popular CTA button colors are red, orange, yellow, and green. These colors are warm, associated with good energy, attractive to the eye, and stand out in the background. Website visitors are, by default, used to rectangular or square CTA forms. So no experiment is needed with the shape. The CTA’s purpose is to keep the visitors engaged on your site.

Understand and solve the audience’s problems

All the 15 conversion boosting techniques strategies we’re discussing refer to and are about the target audience. Only by understanding who they are will you be able to solve their problems. You need a distinct picture of who they are, what they are like, and why they are on your website. Any customer-centric business has more success potential. 

First thing first, find out why people land on your webpage. There can be multiple reasons: getting information, purchasing, using a free resource, being entertained around a favorite topic, etc.

You can achieve this understanding by analyzing your audience’s needs and character types to strategize your marketing plan accordingly. Analyzing your audience from multiple angles, you are ready to use the data. The data and insights can be used to create audience segmentation, craft a buyer’s persona, target and test your messaging.  

Congratulations, you now know your audience better! With all these steps complete, you have accumulated enough information and conducted tests to find the problems to be addressed. 

Now imagine the satisfaction of your customers, who will find what you have wrapped for them on your website. The conversion rate is ready to rise.

Optimize your website for mobile

Mobile optimization refers to making your website easily usable, accessible, and comfortable for those accessing it on mobile devices. In the process, you ensure the layout, content, and website structure are easy for mobile users.

Now consider the why of mobile optimization. You may assume that launching a website starts with launching and ends with updating its content. You can limit it there if you don’t want anyone to interact with your domain and content. Hopefully, you won’t. Because mobile users outnumber desktop users, you should focus on providing them with a flawless experience. Thus mobile optimization is among the 15 conversion boosting techniques for a website of any niche.

The navigation, information displayed, flexibility, and strong call to action is what your mobile users are looking for. Websites are more often visited on mobile devices, most purchases are made with mobile, and forms are filled out using mobiles. Thus, how else if not with mobile optimization, shall you increase your website conversion rate?

Improve page and UX

What if a visitor enters your eCommerce website with a purchase intention but quits it seconds later? What if your website’s most important buttons and content are hidden in an uncomfortable place? We prefer comfort and simplicity to anything. These factors directly affect users’ further actions. Thus, improved UX is among the 15 conversion boosting techniques you must take up. Here are some ways that UX can affect conversion rates both positively and negatively:

• Using videos and unstandardized content types for the landing pages will incite action
• Placing your CTAs on a visible site will make it easy for the user to click through 
• The fast website speed keeps the customers longer; a slow website diverts them away 
• Making content bigger in the font will make it more readable, so more understandable 
• Simplifying the navigation with a simpler layout will get the friction out of users’ way

There is one simple rule when it comes to website conversion. Great UX results in higher conversion rates. Website visitors are more willing to complete an action on your website when they have an undisturbing experience: no frustration, complication, or hustle on the way. To identify the website issues you need to learn how to audit your website and correct the issues.

Create localized content

Outcomes from a study state that content localization has increased conversion by 70%․ There is no need for other evidence of how effective content localization can be. Localization means making the products, services, and content available and understandable for the local audience. In other words, translating content into the local language and setting the local currency for the purchases.

Localization is effective because:

• It makes the content more accessible 
• It takes away the difficulty of payments
• It creates a connection with the audience, boosting trust 
• It brings the content more reach
• It makes brand interactions easier

Although English is the language of the Internet, many people worldwide, specifically in the area your business operates, still don’t speak it. They search the Internet in their native language expecting to arrive at results. Being on the other side, you should maximize your content’s reach.

To target effectively, understand who your content is aimed for. If it is for the global market, present in the leading languages spoken globally. Also, in the local language. For instance, you aim to reach the Asian market, which has grown in popularity through online trade. Your goal should be to present the content in at least one language spoken in that part of the world. Factors like time zones, layout preferences, and reading patterns must be considered in localization. Localization means connecting with more customers, improving brand loyalty, and expanding your audience through conversion.

Write captivating headers

We don’t forget the short attention span of our audience at this stage either. The time to capture the attention before the bounce occurs is 15 seconds. Headers are your chances to grab the audience’s attention.

The website header is a typographic menu or an area on top of a website. It’s like a heading of your web page with the most necessary, at-hand buttons and navigations. Its components are the brand name, logo, login buttons, search bar, and navigation to other website categories. The must-to-cover features of category navigation include products, solutions, resources/blogs, pricing, and contact information. Headers serve as guidance for the visitor and have a promotional marketing purpose. 

A header that converts touches upon how the business solves problems. It displays a thought-provoking slogan, a what-it-is-about description, and a CTA for the “convert” effect. 

Be credible and show it

No matter how many online interactions we have, we are still skeptical as users. To trust someone online, we need credibility. When the trust and reliance of customers are earned, conversion comes consequently. You become more flexible at flexing your customers, leading them to the desired action. 

You earn your visitors’ trust by educating them and offering something new, of value, and practical. There are a couple of aspects you can improve to manifest website credibility.

• Have a FAQ section that has direct answers to common questions 
• Use proper language without complex terminology, avoiding jargon
• Publish fresh content, cite the sources, and give credit to people whose content you use 
• Minimize the interruption of ads
• Make customer service easy-to-get, that’s by placing the contact information and chat section in a visible place
• Display awards, case studies, reviews, and testimonials from influential and credible experts
• Have a simple-to-understand design, where clarity is emphasized 
• Archive cognitive fluency by presenting your ideas in a simple way
• Show the people behind your business in pictures, videos, etc.

Checking the website credibility-rising points, along with the rest of our list of 15 conversion boosting techniques, will strengthen your online credibility and increase conversions for any desired action. 

Appeal visually

Last but not least on the list of 15 conversion boosting techniques is visual appeal. Why visuals, and why is all this rage rising? Visuals win over text content with virality. Let’s speak with facts. People’s desire to read content is 80% more if there are colored visuals. Engagement and conversion are around the corner when visual content is involved. 

For instance, you run a food chain with a website. Your content cannot but include the meals you serve. How else are you going to get customers to buy from you? The mouth-watering images of the food will touch your customers’ taste buds. Pictures’ angle, colors, and depth will grab even the most skeptical visitors and bring them into the restaurant door. 

Visual content is a trump card you can use to promote conversion however you desire. 

Time to Boost Your Website Conversion

The process of moving your website visitors in the sales funnel is where conversion happens. Different audiences are at different stages of the funnel at different times. Their smooth transformation guarantees smooth business processes here and there. 

Conversion is a primary goal for all types and sizes of businesses. In the digital business world, the website is where it starts and sometimes ends. So the hack is to optimize the website for maximum conversion. It requires precise strategy and tried and proven techniques to improve website optimization. We went through detailed discussions on the 15 conversion boosting techniques; now, you are empowered to lead customers in their journey.

By understanding your visitors, where they come from, their preferences, and their intention on your site, you have the first milestone for website optimization. Then you test different approaches and develop catchy content with catchy visuals. Spicing all up with simplicity and the flavor of reviews, you create a website that converts.