Your website is one of the most powerful marketing tools in your armoury so it’s important that you attract the right visitors. But driving traffic to your website is only half the battle – once users arrive, how do you ensure that they take the right actions and that their experience with your brand is the best it possibly can be?

Here's a few tips that can help you to maximise your website’s conversion rate:


1. Personalisation 


From product or service recommendations, emails to promotional banners, personalised content is a great way to engage your customers. Personalisation can be used to convey relevant messages to the right audience at the right time.


2. Exclusivity 

Why not make some of your content exclusive for online users only, or give specific codes to enable discounts for a select few? By offering value by visiting your website, you’ll encourage higher traffic and more desired outcomes.


3. Create a sense of urgency 

Give your offers a time limit to encourage visitors to your website to act fast.


4. Optimise your forms 

Do your forms ask for the right information – and more importantly, the right amount of information? Forms with as few fields as possible means that your visitors have less to do to receive the information they need. Of course, you’ll want to nurture them to ensure you can ascertain more information about them further down the line.


5. Remember basic publishing rules 

If your calls to action are placed “above-the-fold” of your website, they’re more likely to be seen and actioned upon. 


6. If it’s not important, don’t include it 

Only include content and links that is helpful to your audience and their goals, avoid all clutter on every web page.


7. Pictures speak a thousand words 

Use high-quality imagery to get your message across.


8. Language and tone 

Your audience expects a website to be clear and simple. Cut out the jargon and adapt the tone of your web content to meet your audience’s requirements.


9. Create dedicated landing pages 

If your visitors are coming to your site from specific advertising or social campaigns, publish a dedicated landing page that focuses on your core message and call to action rather than directing them to a generic page or worse, your homepage. You want to always meet their expectations on what they will see when they click through. 


10. Set up preference centres 

Not all of your content will be relevant to everybody. When encouraging sign-ups, why not set up preference centres so your audience only receive the information they want?


11. Include endorsements and reviews 

With so much choice out there, customers want to know that your services or products have worked for other businesses and people, so include some testimonials from your current clients describing why they should choose you.


12. Test and learn 

Click test with a user test group to see whether they click on the things you intend them to click on and experiment with AB testing to see what design and content combinations works best for your audience.


13. Analyse and optimise 

There are many analytics tools out there from heat mapping to tree testing, analyse the data on your website to gain insight into what is working well and what isn’t.


14. Make use of psychological percussive frameworks

Frameworks like AIDA (Attention, Interest, Desire, Action) help direct your audience down a flow path, such as: 

  • Contrast: our eyes are drawn to things that stand out from their surroundings
  • Directional cues: our eyes can be drawn by the shape or path of objects
  • Animation: our eyes are drawn to things that move
  • Visual Imagery: vision trumps all senses and is the most direct way to perception, particularly if it contains people.


15. It’s all about the UX 

Your audience’s user experience needs to be seamless and intuitive to guide them through the site in the best possible way to reach their desired outcome. ClearPeople’s UX consultants would be pleased to discuss this further with you – get in touch today!

Author bio

Barry Wakelin
Barry Wakelin
Operations Director
I worry about delivery excellence, ensuring that we delight our clients and focus on quality. I like to use the experience that has resulted in my grey hair to help clients make the best decisions about their technology investments, which in turn helps secure a strong long-term engagement.


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