A lot of organisations would like to improve their conversion rate, but it can be quite difficult to do without a complex analysis of your visitors and conversions. A conversion refers to anything you want a visitor to do (not necessarily a sale) so it can include submitting a form, signing up to a monthly newsletter or making direct contact. Whatever your conversion is, you should be aware of how effective it is.

The good news is that Google Adwords has easy-to-use conversion tracking, so if you have a paid marketing campaign it is relatively simple to measure. If you aim to boost your conversion rate, you first of all need to know what your conversion rate is – then you can assess it and see what improvements could make a difference. Out of all the metrics to measure, conversion is usually the most important – what’s the point in generating traffic if they aren’t closing the deal?

Here are four ways to increase your website’s conversion rate.

Eliminate reasons to abort

Abandoned shopping carts are a real frustration, but there’s only one way to lower the amount of them – find out what went wrong in the conversion process. Don’t give consumers a reason to leave your website at a crucial time. Check the loading time of each page in the process, and reduce the amount of information they need to fill out, as these are often factors which send users running to competitors. Make it easy to convert, and your visitors will follow through

Build trust

Visitors don’t usually turn up on your website with a plan to convert. It’s the website’s job to represent a trustworthy company and persuade the visitor to buy (or any other action). So how can you create a website which evokes trust and dependability? You should use a variety of techniques, such as testimonials and reviews, full contact information, and logos of any industry organisations or boards you’re a member of

Test call to action buttons

You’d be surprised at how a few very small changes to a call to action can increase conversions. The language used or the colour of the button can have a significant impact. Play around with the wording, the size and the design of your call to action button – but remember to record the differences in conversions to find the most effective one. This is one example of how web design can affect conversion rate

Use video

Video has been proven to increase conversion rates, and it’s easy to see why. People prefer to watch a video rather than read a page of text, as it’s more engaging and entertaining. Because brands can use videos to showcase products, answer questions or inspire visitors, users instantly feel more connected to the company and its products or services. When implemented in the right way, videos can be a powerful tool to create leads.

While it’s important to focus on traffic, you should also be figuring out how to convert each visitor.

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