Increase Your Conversion Rates

Converting at rugby

You can have the best looking website in the world but if it does not convert visitors into customers it is a waste of time and money. To ensure you achieve the optimum conversion rates from your digital marketing strategy, you may like to consider the following five crucial factors.

1. Optimize Your Landing Page

Many people drive all of their traffic to the home page…..this is a big mistake. Instead you should drive visitors to the page which is most relevant to their online search. These landing pages should link to the visitor’s online search query.

If you are creating your site using WordPress you can take a number of steps to ensure your visitor lands on the page best suited to the search they are carrying out. Firstly you should install a plugin called Yoast SEO. Now open one of your posts in WP Editor and scroll down to Yoast.

Take a look at the ‘Snippet Preview’ which shows you the text seen by a visitor when they search on Google using keywords you have written into your script. If you don’t change this text, or meta description as it is called, Google will grab the first couple of lines from your post trailing off after the first 160 characters. You have the opportunity of changing this text into a succinct summary of your post, whilst also encouraging the visitor to open it.

Now enter your most important keyword in the ‘Focus Keyword’ field. Yoast analyses how this word appears in your post and makes suggestions on where it should appear. SEO is a huge subject, which warrants several posts in its own right. However you may like to take a look at Search Engine Watch, which covers the subject in some detail.

Don’t forget to complete the tags for your post in the right hand sidebar.

To help improve landing page conversion rates, you should consider the following elements.

  • Highlight how you can resolve your customer’s problems.

  • Explain how you reduce buying risk… do you overcome the customer’s concerns regarding quality, cost, service…..

  • Communicate a clear online value proposition. Why should they buy from you rather than a competitor?

  • Have a clear call to action. Highlight what you want them to do next, such as going to a particular page or signing up for a newsletter.

  • Improve the layout. Improving the area ‘above the fold’ will always increase conversion rates.

Most people think about the design of their page before lead generation and conversion……actually the reverse should be the case. It is believed that half of conversion rate optimisation is about testing the design and layout of your site and making adjustments accordingly. The other half is about the message and words on the page.

2. Make Your Site Mobile Friendly

More and more people are browsing on mobile devices such as mobile phones and iPads, instead of using traditional desktop computers. The majority of sites have not been mobile optimised, which means that navigating around a site on a mobile device is difficult and some content may disappear from the screen.

To check how your website appears on different screens, I highly recommend the free testing tool at

Before you think about changing your website into one with a responsive design, it’s important to check what your visitors are using. The free software tool Google Analytics will show you the devices visitors are using to access your site. If you do have a mobile optimised website, think about using ‘click-to-call’ buttons instead of asking visitors to complete data fields for email addresses etc.., which can be awkward on a small hand-held device.

3. Nuture Your Leads By email

Email is a great way of keeping in touch with your contact list and selling follow up products. There are a lot of inexpensive and easy to use email systems such as

If time is an issue then a marketing automation system may be the answer. The dispatch of emails can be triggered by a certain action, or, if an email remains unopened for a given length of time, a new email is sent automatically with a different subject line.

Emails can also be set up to go out at key buying periods, which is ideal for a product that is used within a particular period of time. A reminder can be sent out with a discounted offer to try and clinch a deal. Critical success factors for this type of conversion tool are…….

  • Having enough opt-in email addresses to start with

  • Making sure customer journeys are carefully mapped

  • Finding the right software provider with a scalable system

  • Allocating a long term budget to sophisticated email marketing

Recommended providers you may wish to consider are Act-On, Hubspot, Pardot, Marketo and Eloqua.

4. The Importance of Ratings, Reviews and Testimonials

Ratings, reviews and testimonials increase conversion rates substantially. Research has shown that using reviews achieved 60% higher conversions and 82% more page views per visitor.

What is more products with recommendations generate 20% more sales than items without them. Google says that adverts with ‘seller ratings’ get a 17% higher click through rate (CTR) than the same advert without ratings. However, a website needs at least 30 reviews from the past 12 months to add Seller Ratings.

5. Test, Test and Test Again

Every website is different and to find the most effective approach you can use a tool like Google Analytics. They will identify the most important parts of the site and then A/B testing can be used to identify which layout and content generates the most conversions.

A/B testing involves creating two versions of the same page and then 50% of the visitors are taken to one page with the remainder visiting the other. Conversion rates can then be analysed to find out which page generates the most conversions.

Best of luck improving your conversion rates.

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