A website needs to convert in order to successfully make a sale. This means that there’s a percentage of people visiting your site that are willing to purchase from you. However, there should be proper elements and best practices in place in order for your website to convert visitors into paying customers.

It’s true that it’s difficult for most people to part with their cash and they have various reasons for this. These are the areas you need to address even before a visitor lands on your homepage or sales page. You need to implement effective methods and elements that will help improve conversion rate.

Here are several tips on how to increase conversion rate on your website and/or sales page:


Split test

Split testing is a process of creating two versions of your sales page which bear different (1) headlines and (2) call to action (CTA). After testing, you’ll find out the number of people who took action for each page. The page with more people taking action wins.

What to test:

  • Headline
  • Layout and navigation
  • Offer
  • Size of order buttons and wording for CTA
  • Different media
  • Optional: holiday themes

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Test your call to action (CTA)

Make sure to place your CTA upfront and if possible, above the fold so it stands out from the rest of your website’s buttons.

Try CTAs such as ‘Order Now’ instead of ‘checkout’ and ‘buy now’. Also, test the color, shape, size, and wording.

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Set-up your sales funnel

Setting up your sales funnel should be a priority once your website is up and running. Here are the basic steps:

  1. Offer a useful and valuable free offer via your blog post, whitepaper, report, infographic, video, etc.
  2. Become a trusted advisor to your prospects by providing legitimate and useful information.
  3. Provide compelling reasons for them to sign up for your mailing list.
  4. Provide free drip content via email – could be a series of videos for a course; series of how-to guides; tips; etc.
  5. Send your sales copy via email to ask for the sale.

Generally, it takes seven or more contacts with some prospects before they purchase from you. Continuously building a deeper relationship with them creates connection and trust; thus, creating the possibility of a future sale.

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Avoid complicated jargon

Don’t try impressing your prospects with fancy, complicated jargon because they don’t work. Clear and easy to understand message is the best way to deliver your content to your prospective customers. As they say, if your grandma understands it, so do your prospects.

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Create clear and compelling value proposition

When creating a value proposition, ask yourself this question: “Why should customers purchase from my website vs. not doing anything at all?”

Ideally, creating a short and clear value proposition is better in terms of delivering the ‘what’s in it for me’ message right away to your prospects. It should differentiate you from your competitors and always provide a unique element if you have similar benefits with them.

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Address possible issues

Always remember that the online community is always conversing. With even a small misstep, your reputation can be tarnished. Addressing customer complaints and bad reviews right away is always the best thing to do.

Even before you encounter any issues, make sure to have a list of possible objections, hesitations, and concerns. Having the answers or solutions to these issues on your sales page can help eliminate or alleviate your customers’ worries.

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Build up trust

Building trust is one of the challenging aspects you need to focus on if you wish to increase conversion rate. Here are a few tips:

  • Make sure your site is professionally made and not amateur-looking (click to tweet). People will know immediately if it’s designed by a pro or not.
  • Always include your real contact info such as your office/headquarters’ phone number, physical address, email, mobile number, and so on (click to tweet).
  • Include third-party trust seals like the BBB, Hackersafe, or VeriSign for increased credibility (click to tweet).
  • Use real photos of your products and staff if you want people to engage with you (click to tweet). Stock photos are the thing of the past and people will notice that these are not real professionals or business owners.
  • Have your refund/returns policy or guarantee in place (click to tweet). Ideally, these should be placed below the checkout button.



Make the buying process easy and fast

If you want customers to buy, make sure that your process is short and quick. Eliminate the account creation process before the checkout because this is one reason why customers abandon a website’s shopping cart.

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Make sure to include shipping prices and automatic (price and quantity) updates in their cart, so they’ll see the adjustment real-time. If you offer free shipping, you’ll see that it has a positive effect on your conversion rate.


Provide adequate info about your product/service

Nowadays, people want to learn more about a product or service before they decide to purchase. As long as the product info is informative, useful, and motivating, there’s no reason not to provide it.

It’s also good to provide a bulleted list of benefits of the products before asking for the order. Also, provide the delivery time/date prior checkout, as well as tracking numbers.

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Provide proof to your claims

It’s easy to just put all testimonials in one page. But putting them alongside the product can help improve your credibility. You may also include product testimonials in email newsletters. Include video or audio testimonials of customers together with their photos.

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If you’ve been featured in the news or on authority websites, you can include their logos on your website to build your authority.


Reduce or eliminate risks

If you believe in your product or service, you won’t be afraid to offer at least a 30-day money-back guarantee or anything similar. You may tell your customers: “we’ll pay you if the product doesn’t work” or “we’ll pay you to return it back”.


Remove distractions

Minimize or remove all possible distractions on your landing pages. Unnecessary product options, irrelevant information, and links should be minimized to improve conversion rate.

Below are a few more tips:

  • Shrink/remove the menu
  • Remove sidebars and huge headers
  • Eliminate irrelevant images


Provide incentives

If you offer options for customers to read and provide reviews/ratings for products, make sure to offer a reward for completing any of these steps. It could be a coupon, a discount on their next purchase, and so on.

Use your ‘Thank You’ page as a sign-up channel and in return, provide a coupon for their next visit/purchase.

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There are many more ways to improve conversion rate apart from the ones we’ve provided on this post. Always remember to be genuine and continuously cultivate good relationship with prospects so they’ll know that they’re buying from the best source.