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10 Tips For Increasing Conversion Rates

Getting people to your website by optimising your website's SEO is only half the battle, making the most of the visitors to your website once they get there is the next challenge.

That is where conversion rate optimisation (CRO) can greatly influence the performance of your website.

What Is Conversion Rate Optimisation?

Conversion Rate Optimisation as defined by Unbounce is "The practice of continually improving your website or landing page’s capacity to convert visitors into leads or customers. Conversion rate optimization is all about making your marketing more successful."

Ultimately conversion rate optimisation is about providing the clearest path for the customer to take up your offering. 

10 Tips For Improving Your Website's Conversion Rates

  • 1. Use Contrasting Call-To-Action Buttons

Including a dinstinctly contrasting call-to-action button helps to guide the visitor in the intended direction.  Xero uses a predominately blue homepage design with a single green 'Free Trial' button to guide people towards their desired outcome, getting them to sign up for a trial with the ultimate intention of becoming a fully subscribed customer.

Xero Call To Action Button



  • 2. Tweak Your Call-To-Action Text


Continuing with the optimisation of call to action buttons, testing out different copy to encourage a visitor to take action can deliver improved conversions.  In the above example, Xero has established the 'Free trial' text delivers the best path to get new customers onboard with requiring them to commit to a purchase upfront.

Other potential copy options could be 'Learn more' instead of 'Sign Up' or 'Join' instead of 'Register'.

  • 3. Highlight Key Benefits Of Offer 

Be sure to clearly highlight the key benefits of your product or service to help a visitor to understand what they can expect if they become a customer.

Key Benefits Of Offer

  • 4. Include Testimonials

Testimonials have the ability to put the customer at ease with the decision to progress with a purchase.  They provide evidence of your positive track record that a customer can rely on.


  • 5. Add Social Proof

Social media can play a big part in driving people to your website, be it through personal recommendations or paid advertising.  On your business' website, social proof can help to convince potential customers of your reputation, particularly if a Facebook widget displays a person's friends who 'Like' your company.

Facebook Social Proof 

  • 6. Create A Sence Of Urgency

Highlighting limits such as time and stock levels last can help to motivate a customer to make a decision.  Grabone is the master at this with its limited time offers and 'while stocks last'.  It also adds the number of offers claimed to reinforce the appeal.


  • 7. Provide More Information

If a customer is researching product or service options, providing them with more information will help reassure them about their decision.  This could come in the form of extended product details, a video demonstrating the product in use or a compare products option as seen in Bellroy wallets product page.

Provide More Information


  • 8. Simplify Your Page Design

It is very easy to over do what you include on your website and cause confusion due to a cluttered web page.  Have a clear idea of what the customer would want to get from each page and rationalise the content to suit.  Airbnb does this by having a clear value proposition that revolves around experiencing a place like you live there. 

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  • 9. Reduce Form Fields

If lead generation is you goal then crafting a form that focuses on the essential information you require to get a customer closer to a conversion is key.

One case study by Hubspot revealed that by reducing a lead form by one field they could double the number conversions.  

  • 10. Test, Test, Test

All these tips are helpful for contributiing to better conversion rates, however without putting testing processes in place, they can never be totally proven to be effective.  For an insight into how to test any changes take a look at our post Back To Basics: How To A/B Test.