Conversion Rate Optimization: Best Practices (10 Tips and Tricks You Should Know About)

What is a more significant challenge than getting tons of traffic to your web and mobile sites? Converting those visitors into paying customers, of course! 

Your target audience may be attracted to your digital store, seeing its design and aesthetics. But to convince them to invest in your products or services, you need to make their buyer’s journey seamless and deliver an excellent customer experience. This will set your brand ahead of its competitors and even lead to first-time buyers making repeat purchases and transforming into brand evangelists in their consumer lifetime. 

If this makes you go.

Then, this is the article you should be reading!

In this blog, I will give you a brief overview of conversion rate optimization and then outline 10+ tips and tricks you can implement to skyrocket your conversion rates and boost revenue and growth for your business in 2023!

Conversion rate optimization—an overview

Before we get to defining CRO, let’s determine what a reasonable conversion rate is.

What is a good conversion rate?

You could compare your website's conversion rate to that of leading brands or what is most commonly recorded in yor niche.

According to Will Cannon, CEO of Uplead, a good B2B sales conversion rate hovers between 2-5%, while some industries may record it around 10%.

You can check out this article if you want to know more about conversion rates and industry best practices to optimize this valuable metric for your website.

Here’s the thing. Conversion rates vary depending on a lot of factors. These include industry-specific factors, your competitors, and whether you sell your products or services to other businesses or consumers. 

Even companies in the same industry may have diverse traffic sources, client relationships, and websites that are poles apart. Therefore, when you want to dictate a good conversion rate for your website, consider any percentage higher than the one your site is currently registering.   

But without monitoring your conversion rates, how can you ensure your website performs at par with industry standards? Let’s see how you can track your website’s conversion rates next.

How to track your conversion rates?

Thanks to conversion rate optimization tools like Crazy Egg (for your website), Kissmetrics (for your app), or RevenueHero (to transform your contact form-fills into instantly booked demo meetings), you can track how many visitors are converting into leads and, finally, paying customers for your brand.

Though most of these tools come with paid trials, if you are looking for a free tool to perform these functions, Google Analytics can be perfect for getting started.

You can use Google Analytics to create a funnel that tracks every individual lead at every stage of the buyer’s journey. As a result, you can ensure a bird’s eye view of each prospective buyer and tailor communication accordingly. 

Here are the steps to create your funnel:

Google Analytics → Admin → Segments → New Segments → Sequences

In Google Analytics, each step is identified by a specific URL. You can configure virtual page views if there is no URL change between the two phases.

Now, how can you optimize your conversion rates? Using conversion rate optimization methodologies, of course!

Let’s understand what CRO is.

Conversion rate optimization 

It is a bunch of techniques to boost the percentage of visitors who fulfill a certain desired website action. The components of a CRO process include user research, competitive analysis, information analysis, pattern assessment, usability testing, and A/B testing. CRO is a continuous process; you must keep optimizing different aspects of your website based on the results to achieve long-term success.

The primary objective of conversion rate optimization is to influence as many of your website's visitors as possible to do the required action on a page, website, or within a campaign.

Coming to why you have been reading so far, the following section jump dives into the 10+ best tips and tricks you can implement for your website and garner an impressive conversion rate. Here we go!

10+ conversion rate optimization tips and tricks for your website in 2023

Turn your web or mobile site into a revenue generator on steroids simply by implementing these industry-best tips and tricks to optimize conversion rates. Here we go.

1. Make navigation simple

Conversion depends on navigation. You should cater to more visitors than just direct traffic to your landing page. The easier you navigate a website, the more likely you will return to the landing page and call to action. You should test different navigation menus and styles.  

You must also consider whether or not to include navigation links on your landing pages. It is generally advisable to render your landing pages as clutter-free as possible, including removing navigation menus. 

Here are some other ways you can make navigation on your website simple:

• Use inbound links to drive more traffic to your landing pages from articles;
• Make a unique menu that stands out and includes simple navigational terms;
• Include functional links in your sidebar or in-line anchor CTAs that drive visitors to your product or service landing pages; and,
• With the help of text and directional arrows, guide your leads to CTAs.

2. Reduce page loading time

Did you know that website conversion rates drop by an average of 4.42% with each additional second of load time (between seconds 0-5)? Therefore, your website needs to load faster to guarantee improved conversion rates.

Here are some essential pointers to assist you in increasing the speed at which your website loads:

• To evaluate the speed of your website, use performance testing tools like Google PageSpeed Insights;
• Use a minimal theme;
• Do not utilize any robust plugins that do not add value to your site;
• Select a web hosting service provider that is optimized;
• Reduce the size of your videos and photos, especially for your mobile audience;
• Compress the CSS and JavaScript files;
• Implement a user-friendly cache plugin; and,
• Organize a Content Delivery Network (CDN).

Once you apply some (or all) of these steps, you will notice a significant reduction in site load time and, consequently, a boost in conversion rates.

3. Use compelling copy

It's time to sit down and ponder whether your website copy needs to drive customers to make a purchase.

Your USP (unique selling proposition) must be plain and easy for your target audience to understand. It should be conveyed through compelling copy, title, or tagline wherever they land on your site.

The more persuasive your copy is, the more chances it has to convert your visitors to customers. 

Here are a few ways you can use the power of good copy to optimize your conversion rates:

• Keep your taglines succinct and direct so that they pique the reader’s interest in the products and tempt them to read on;
• Display confidence in the capacities of your product or service using empowering verbs;
• Be direct about the value you are trying to provide—don’t keep talking about the problems. Talk about the solution;
• Use negative calls-to-action (for who doesn’t like being a rebel?);
• Leverage “why” your potential customer needs your offer, and,
• Use numbers, punctuations, and emojis—and most importantly, space out huge blocks of text.

Example:
The homepage from Kajabi has a smack-on-the-face headline and communicates their product USP loud and clear! The rest of the homepage unpacks all the extensive features of their product—including a website builder, an email marketing solution, lead generation software, analytics, and much more!

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4. Improve product pages

Your product page should serve three purposes:

Inform. Attract. Ensure.

You must gear each product page toward satisfying this framework—and then sit back and watch those conversion rates skyrocket.

Here are some essential pointers you may utilize to improve your product page and turn more site visitors into buyers:

• Put the product feature details above the waterline;
• Use product photographs of high quality;
• Include the product's advantages, and if feasible, add a chart of comparative features that highlights how your product compares to your competitor’s;
• Add a module for customer notifications;
• Make product sheets that are SEO-friendly; and,
• Add products that are comparable or complimentary (upselling or cross-selling).

You can also position your most popular products in a carousel on the home page. The bottom line is to develop product pages that draw customers to your site and encourage them to make purchases!

Example
The LaunchDarkly product page on the dashboard highlights all product features (clear as day).

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5. Enable multiple payment options

Accommodate as many payment options as your website can allow. This way, you can cover large chunks of your target audience using different payment methods.

Below is an illustration depicting North America's top online payment methods in 2021.

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Here are some payment options your website should provide:

• Credit/Debit cards: Did you know that 31% of e-Commerce sales were paid for with credit cards? Debit cards accounted for 21% of sales expenditure. These are safe and highly convenient methods of payment that most digital consumers love to use.
  
  
• Digital and mobile wallets: The mobile era is here to stay. And as time goes on, most individuals will choose mobile payments as their payment method. Apple Pay and Samsung Pay are the most well-known mobile payment solutions providers that leverage NFC for tap-and-pay transactions in the physical world and straightforward online payment methods. 

If you allow mobile payments, your customers can make purchases by tapping their thumbs or using Face ID on their iPhones.

• Virtual currency: Why wouldn't you offer digital currencies to your users if they provide safety, unanimity, and speed in addition to numerous other advantages? Make accepting Bitcoin and Ethereum normal!

6. Accommodate multilingual website versions

Making multilingual versions of your website available for your audience worldwide builds you a stellar reputation as a progressive brand and helps you convert non-native English-speaking customers. 

Multilingualism also helps you localize content for your site visitors and makes delivering an excellent customer experience much easier! In addition, your prospective buyers feel comfortable figuring out what they want in their language and, therefore, avoid any miscommunication in the long run.

Here are several reasons why you should accommodate a multilingual online store:

• Your company can grow by going global;
• You can increase your presence online in multiple languages;
• Multiple languages provide your company an advantage and enhance its professionalism;
• By serving non-native speakers, you may stay one step ahead of the competition; and,
• You may spend minimal money and get fantastic outcomes and global brand recognition.

However, it is advisable to remember that translation is only part of the process. For example, you must account for implementing external multilingual customer service software or employing sales personnel speaking more than one language.

7. Employ time-sensitive discounts

The longer people deliberate before making a choice, the more likely they will reconsider or become sidetracked by other offers to shop elsewhere. You must reduce the time it takes someone to decide to respond to your CTA if you want to increase conversion rates, and this makes things seem urgent. 

When you add a time limit to your offer, it can effectively capture your prospective buyer’s attention, and in fear of missing out on such a great deal, they may end up investing in your product or service. 

Using time-sensitive discounts on each product page may work wonders to improve your website’s conversion rate. These offers provide your site visitors with precise delivery information and an expiration date countdown—all of which convince them of the value they might lose out on if they don’t invest.

Example

The GoToMeeting landing page puts this tactic into effect front and center, offering a free 14-day trial or a 20% discount o[ption if prospects invest in their product “right now”! 

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8. Create product categories based on search

The search intent of your target audience can prove elemental in increasing your website's conversion rate. Once you know what they are looking for (using your in-store search analytics, you can put out those products or services front and center.

To do this with Google Analytics, here are the steps you can employ:

Google Analytics > Account > Behavior > Site Search > Search Terms

Using this information, you can also sort your product categories alphabetically (to allow site visitors to skim over their options) or according to popularity (thus, ensuring that what sells best sells more).

9. Display social proof—testimonials and referrals

Did you know that displaying customer reviews for higher-priced products can increase conversion rates by 380%? Including customer reviews directly on your product pages not only increases credibility but also aids prospective customers in making an informed choice.

Here’s how testimonials work:

• Reassures them of product quality and brand experience;
• It helps them relate to others and,
• It gives the impression that you are open to feedback and improvement.

Example

Xtensio, a strategy, and communications tool, use this tactic very well in its social proof landing page, where it uses video testimonials and case studies from existing customers to demonstrate the value they can add to their prospective clients. It helps position the product distinctly and fosters greater trust.

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10. Optimize for mobile

Most potential customers view your products or services on their smartphones. Thus, optimizing your mobile site for ranking on Google and other major SERPs makes perfect sense.

You can use Google’s mobile testing tool to check if your site is mobile-friendly. You can also implement its recommendations to improve your site’s conversion rate.

Other ways of optimizing for mobile include:

• Enhancing the loading speed of key website pages;
• Shortening sign-up forms;
• Removing friction in the purchasing process;
• Run mobile-specific marketing campaigns, like SMS campaigns, or push notifications for your app;
• Eliminate distractions and use shorter CTAs for your mobile site version; and,
• Optimize your content for local searches on mobile. 

Now that you have optimized your website for conversions—what’s next?

Optimizing conversation rates is a never-ending game. However, you should be able to quickly witness a boost in sales or leads by putting all of the conversation rate optimization tips and tricks from above into action. 

It is always good advice to read into your visitor analytics and make your website relevant and tailored to their search intent. Setting realistic expectations for your website is also advisable—sometimes, micro-conversions might be all you get. There will always be a more desirable conversion rate—the only way to find it is to continue A/B testing different aspects of your website and make modifications according to what results in turning more hesitant buyers into paying customers!

Get the most out of your CRO efforts using instant scheduling or demo booking software—RevenueHero. 

With RevenueHero, you can double your form-to-meetings conversion rate.

RevenueHero is a lead qualification and distribution that matches the intent displayed by visitors filling up your contact us form by allowing them to book time on your sales team's calendars immediately. You may use this tool to qualify, distribute and set up meetings between your potential customer and your sales team right from your website or landing page. The leads are qualified and prioritized based on their revenue-generating potential for your company.

Here are some features of this lead qualification and distribution software:

• Round Robin meeting scheduling: Automate meeting distribution amongst the sales team. Build custom distribution logic in seconds.

• CRM sync: Every meeting and its outcome is synced to the CRM. Maximize selling time while maintaining CRM sanity.

• Automated meeting workflows: Send automated reminders and notifications with complete context at every step of the sales funnel to increase show rates for your meetings.

Would you like to learn more? Schedule a demo now!