You’ve probably invested a lot of time and money into your website. It’s the hub of your online business – but is your investment paying off? Are you getting maximum results, or missing out on key opportunities?
The answers to those questions can be found by tracking your conversion rate. This is the percentage of site visitors who take an action you desire – whether that’s signing up for an email newsletter or completing a sale. It’s a clear indicator of your website’s effectiveness, and best of all it can be improved.
In this article we’ll discuss three proven tactics for boosting website conversion rates. Let’s get to work!
What Your Conversion Rate Is (And Why It Matters)
Let’s say you’ve created a landing page with a call to action (CTA) asking website visitors to download a free PDF. On average, that PDF is getting ten downloads per month. You’re not happy with that number and you want to improve it, but how?
It’s hard to know where to start, because the number of downloads only tells part of the story. For example, if you have 100 website visitors per month and ten people download the PDF, your conversion rate is 10/100, or 10%.
In other words, ten out of every 100 people follow through on your CTA. That’s a pretty impressive conversion rate, and it’s a good indication that investing the time or money required to attract more traffic will increase those conversions.
On the other hand, if you have 10,000 visitors per month and the same 10 downloads, your conversion rate is 10/10,000, or 0.1%. That’s a big difference.
A 0.1% conversion rate lets you know there’s likely a problem that generating more traffic won’t fix. Instead, you need to investigate and see why you’re missing so many opportunities with the traffic you’re already getting.
As this example illustrates, your conversion rate tells you how effective your website is at getting visitors to perform key actions. It helps you know whether your CTAs are making an impact, and gives you a starting point for making improvements. That’s why understanding and improving your conversion rate is key to your website’s overall health and success.
3 Ways to Improve Your Conversion Rate
Whatever your conversion rate is right now, it can be improved. The following three strategies are excellent ways to get started.
Be sure to calculate your site’s conversion rate before and after you try any of the methods suggested below. By doing this, you’ll be able to measure the impact of each change and see how it translates into real-world results (such as new leads and increased revenue).
1. Use Strong Calls to Action
A CTA invites your website’s visitors to take a specific action. It usually takes the form of a button prominently positioned on the home page or landing page of your site. Your CTA might invite people to fill out a form, download a free offer, buy a product, or otherwise “take the next step”:
If you want to convert visitors into customers, or build a strong community around your site, a strong CTA is essential. Quality CTAs capture leads that you can nurture over time and convince to take whatever actions matter to you.
Naturally, if your site lacks clear CTAs, the first step is to add one. Even if you already have a CTA, however, chances are it can be improved. A strong CTA is:
- Clear: Visitors should know what you’re asking them to do, why they should do it, and how to get started.
- Action oriented: Use verbs and words with impact, and remember to be direct and concise.
- Free of distraction: Remove page clutter or other distracting messages; it’s usually best to have a single CTA that stands out on the page.
- Simple: Use short forms, and limit the number of clicks required by your visitors.
- Visually appealing: Design your CTA using suitable colors that attract engagement.
It may take a little practice, but soon you’ll be designing top-quality CTAs with ease. If you need some inspiration to get you started, there are plenty of excellent examples online.
2. Conduct A/B Testing
A/B testing pits two versions of a web page against each other. Some visitors are shown one version while others see an alternative, and the page that converts more leads is the winner.
This kind of systematic testing enables you to improve your website's elements with confidence, because you’ll know what changes work better for your audience. For example, you can test different button colors to see which one converts more traffic. You could also try out two different headlines, to see which one grabs more of your readers’ attention.
You can test any variable on a web page, and any type of content. What’s most important is to focus on one change at a time. If you show visitors two drastically different pages and one is more effective, you won’t necessarily know why. If the pages are identical save for the wording on one button, however, you’ll know which version you should retain and why it's working.
There are several tools available to help you conduct A/B testing on your WordPress website. A great place to start is with the Nelio A/B Testing plugin:
This solution is free, although there are premium upgrades available. It makes setting up and conducting tests easy, right from your WordPress dashboard.
Of course, there are other options as well. If you’re a Divi user, you can take advantage of the Divi Leads feature. Alternatively, if you want something that’s not WordPress specific and you’re already using Google Analytics, Google Optimize is worth a look.
3. Create an Affiliate Marketing Program
Making improvements to your website is a smart way to increase conversions. However, the best site in the world won’t do much good if no one visits it. You’ll also need to get the word about there about who you are and what you do.
Fortunately, you don’t have to market your business alone, and you don’t need to hire an expensive sales team. Instead, you can get the job done with affiliates. They market your product to their audiences, and receive a commission on any resulting sales.
Affiliates are a low-risk way to increase your marketing reach, since you only pay for successful conversions. An affiliate marketing program also gives you access to new audiences you may not have been able to reach otherwise. This strategy can be very effective at improving your website’s conversion rate, by steering pre-qualified traffic to your site.
Best of all, it’s easy to set up an affiliate marketing program with Easy Affiliate:
Our plugin includes everything you’ll need to manage your program, track and pay your affiliates, and start earning money in a few short steps.
If your website conversion rate isn’t what you want it to be, don’t worry. There are plenty of ways to enhance engagement and capture missed opportunities, and many are relatively simple and low-cost to implement.
To recap, here are three of the best strategies for improving your site’s conversion rate:
- Clarify and strengthen your CTAs.
- Employ A/B testing to learn what works and what doesn’t.
- Create an affiliate program to drive motivated, qualified traffic to your website.
How are you planning to increase your conversion rate? Share your thoughts in the comments section below!