As promised, here's the second part to our series on website conversion rates.  Last time we took a look at the basics of conversion rates: what they are and why they're important.  If you missed that post, you can check it out here.  Today we're going to get into some finer details when it comes to conversion rates.  More specifically, we'll learn about how to effectively improve website conversion rates.

Simplicity

One thing to keep in mind when building your website is to keep things as simple as possible.  What may seem simple to you may not be simple to somebody else, especially someone who is not very tech-savvy.  With low conversion rates, the answer may simply be that people don't understand how to navigate and use your site effectively.  For example, if your require users to enter personal information in text boxes to sign up for a newsletter or a price quote, make sure there is a sample they can view so they know exactly how to fill out the form.

Clarity

One thing that can be keeping conversion rates down is the inability to sell certain products or services.  This could be for a number of reasons, all stemming from the idea that the details involving the product or service are unclear.  Make sure the price is clearly listed, as well as what the cost of shipping will be.  Make sure the customer knows exactly what they are purchasing, such as a list of all the purchase includes.  If you only have a limited number of the product available, or it is out of stock, make sure that is clear on the product's page.  With clarity when it comes to content, users will know exactly what they are signing up for/buying, and not be frustrated by lack of clarity latter.

Don't Waste Time

One big issue that websites face, which invariably effects conversion rate, is that they ask for too much information when it comes to purchasing a product or signing up for a newsletter.  Do you really need to know the users phone number?  If so, okay.  If not, don't make that a field for the user to fill out.  You have to remember that you have a limited time to keep the use's attention.  If they feel like you're asking for too much information to fill out, they will simply go elsewhere for their needs.

User Testing

We talked in a previous post about the benefits of A/B testing.  To put it simply, this is where you set up two different versions of a webpage for users to visit, and see which one is liked better.  Through the use of A/B testing you can see which aspects of your site users do and do not like.  After implementing these changes you can often see an increase in website conversion rate.  For example, you can test which gets a better reception, a green purchase button or a red purchase button.  If the test results show that the green button received better reception, then you use that as your new button.

Accessibility

If your goal for users is to sign up for your newsletter, don't hide the signup page behind piles of other products and information.  Put it on your landing page.  Users are more likely to see it when first come on to the landing page.  Users that are specifically looking to sign up for your newsletter, too, will be grateful to have easy access, without having to search or eventually give up.

If you missed the last article that talked about the basics of website conversion rates, what it is, and why it's important, don't worry!  You can go and view that article here.  

That's all for today!  Next time we'll talk about how to track conversion rates.  If you'd like any additional information on improving website conversion rates, contact a Blue Archer Professional.

Michelle Hawley

Digital Content Writer

@BlueArcherPGH