Website Conversion Optimization: How to Get More Visitors to Do What You Want Them to Do

website conversion optimization

You got your website created. You’ve put it on all your marketing materials (online and/or offline).

Now you have some traffic coming to your website.

But nobody is reaching out to you, joining your email list, buying, nor anything else you want them to do.

You might be wondering: “is there anything I can do to fix this?

A Word on Website Traffic & Conversions

Before we go any further, I do want to make sure we’re on the same page with website traffic and conversions.

Website traffic refers to the visitors who land on your website. In Google Analytics, your visitors are referred to as “Users”.

Website conversions occur when your visitors do what you want them to do on your website. For example, when someone lands on your website and …

  • joins your email list, they converted from a visitor into an email subscriber
  • books a consultation call, they converted from a visitor into a prospect
  • buys something, they converted from a visitor into a customer
  • accomplishes any other online goal you have for your visitors

How Can I Increase Website Conversions?

Now that we know the difference between website traffic and website conversions, let’s talk about how to increase website conversions (also referred to as website conversion optimization).

Here are my top 5 tips for website conversion optimization …

1. Video

  • This helps show that there is a real human being behind your brand
  • This also gives your visitors and prospects a chance to “see” and connect with you
  • Video demonstrations of your product/service can also really help

2. Professional Photos

  • Use professional images for your brand and product whenever possible
  • On your About page (and/or anywhere else on your website) definitely use professional photos of you and/or your team!
  • These will help to build trust with your visitors

3. Straightforward Webpage Layout

  • When someone lands on your website, they should be able to know what it’s about within 3 seconds
  • If they have to try to guess or figure out what your website is about, you could lose them
  • It’s also VERY IMPORTANT that your website look good on mobile devices

4. Social Proof

  • Whenever possible, try to incorporate video and/or written testimonials of satisfied customers
  • One of my favorite tactics is to get a satisfied customer to leave a review on my Facebook business page and then display a snippet of this on my website (this way visitors can see the review itself, the person’s face, and the fact that this was done on a 3rd party platform)
  • When done well, this can really help build trust and instill confidence

5. Split Testing

  • This refers to testing variations of a certain part of your website and seeing which variation the visitors respond to most
  • For instance, if you’re trying to get more people to join your email list, you might send traffic to two different opt in forms – where you might be using two different headlines – and seeing which headline leads to the most opt ins
  • This can help determine the right colors, right wording, etc. for your website

Final Thoughts

There is obviously much more that goes into website conversion optimization. However, this will give you just enough guidance to put you in the right direction.

You might be wondering: “what more can I do to convert more of my visitors into leads and paying customers?”

I have something for you. Scroll down to get your free quick start guide to email marketing … 

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