Actionable steps to improve your web conversions

Having a website and driving conversions is great, but often we see most of the work goes into the development of the landing pages, and little work goes into maintaining and improving the conversion elements of pages and websites. Often when we enter into Conversion Rate Optimisation (CRO) projects with clients, we see a lot of common issues that can be resolved in-house. Here we share some of the quick-wins we’ve found that help makes improvements fast (and help with that monthly report on marketing activities!).

Want more organic site traffic to certain pages? Look at your websites User Journey.

If your conversion-driving pages are hidden away or stuck in irrelevant locations, then it’s highly unlikely people are going to find them (and they are much less likely to convert). One of the biggest mistakes people make is creating blog content and not showcasing it to their audience (don’t hide it off to the side of your website, make it front and centre, especially if it’s designed to help drive enquiries/sales!). Make sure content, landing pages, and conversion pages are easily available and draw attention from your audience. We recommend examining the user journey/flow through your website and looking for ways to improve it (making priority pages more visible, placing links to these pages on above-the-fold content, etc.).

Want to bump up your conversion rate? Look at your call to actions!

Having valuable content or offers hidden behind under-performing visuals or call to actions (CTA’s) doesn’t help drive conversions. Take a critical look at how enticing your CTA’s are by putting yourself in the customer’s shoes to identify if they would be incentivised to click through. Often we see that a lot of marketers are too busy or generally disconnected from their audience to identify what value a call to action or visual offers to the customer. A great solution to connecting to an audience is to talk to your sales team, they’re the ones on the front-line interacting with your customers and can tell you what matters most to them, and what will entice non-customers to convert.

Not sure if your overall tactics are working? Explore A/B testing.

If you’re really stuck in the mud with how to improve things, start A/B testing! Unbounce is a great tool for both designing landing pages, and split testing different versions (that Unbounce will automatically rotate for you, based on your settings) is easier than ever. Some of our clients don’t need to get IT/Designers involved with Unbounce and have implemented a few changes themselves. Your A/B tests can be basic (different CTA’s) or really advanced, where you can start to explore different web copy, form fields (less is more) and track the performance of each test.
These are some of our top tips for quickly improving the conversation rate of your website. The most important thing to remember is that your website requires constant optimisation, as the conversion rate will naturally decline over time. Therefore, it is better to think of your website as a constantly evolving platform for you to engage your audience. We could go deeper, but you’d be here all day learning about tactics to help shape better web conversions and experiences.

Matt Sherry

Business and Marketing Consultant

Ever since I picked up a book titled ‘Marketing 101’ in 10th grade I thought to myself “this stuff sounds neat” and the rest is history (I suppose!), but I'll elaborate anyway! I seek to add value to everything I do, and as a problem solver, approach every problem, situation or arisen issue looking for the solution. I am always looking for the answer to “how can I add more value to what I am doing?”. My biggest strength lies in my intuition, which has never led me or a client astray, which is thanks to my analytical focus and love of data (trust me, data always exists) that allows me to form strong strategic foundations for projects, tactics or strategies. I have experience across a number of industries (thanks to my agency background!) and am no stranger to being the main driving force behind marketing/company strategies or tactics, either internally or externally for a very wide range of goals and objectives!