If you feel improving conversion rates on your website requires a complete design overhaul, that’s not ideally true.
For every business, conversion rates are what define their stability and presence in the market. However while chasing it, many tend to overdo it.
In reality, even a minor adjustment to improve the website’s loading speed can make a huge difference.
As per Wordstream, B2B websites with loading times of less than 3 seconds receive 5X conversion rates.
Having said so, I’ve prepared a list of the most effective ways of improving and optimizing the conversion rate on your website.
Inculcating these tips in your web design strategy will help you improve your website’s overall CTR and session rate.
Let’s understand them:
How to Increase Conversion Rate on your Website
1. Optimized navigation
Your customers should be able to navigate on your website. The best way to do so is by keeping the design simple and intuitive.
Do not overlay it with features and graphics. Choose minimalist features that hook viewers to spend more time on the website.
“Your website navigation menu is the key to success in digital marketing. It affects traffic through search rankings and lead generation through usability.” – Andy Crestodina, Web Design Expert
Here’s a quick checklist:
- Limit Menu Items: Keep navigation concise (5-7 items) to avoid overwhelming users.
- Use Breadcrumbs: Make it easier for users to track their location on your site and navigate back effortlessly.
- Search Functionality: Add a prominent search bar that will help users quickly find specific products or information.
Expert Tip: Test different navigation layouts (e.g., horizontal vs. vertical) to see which configuration leads to better user engagement.
2. Write Strong CTAs
CTAs are highly underrated. By making small tweaks, you can drastically improve the conversation rate of your website.
According to a report by Sixth City Marketing, using a specific, clear call-to-action can increase conversion rates by 161% However, avoid placing CTAs randomly.
Always ensure they are strategically positioned for visibility and user engagement. They should be bold, direct, and straightforward—whether it’s “Buy Now” or “Get Started.”
More importantly, every CTA must serve a clear purpose and seamlessly align with the user journey.
Quick Checklist:
- Use action phrases like “Book a Free Trial,” “Join Now,” or “Claim Your Discount” to drive immediate action.
- Position CTAs above the fold and at the end of the content to make them visible without overwhelming visitors.
- Design CTAs for impact. Make them stand out with contrasting colors and large fonts.
Expert Tip: Experiment with animated CTAs or micro-interactions that grab attention without distracting users.
Here’s how you can integrate animated CTAs into your website:
3. Add Social Proofs
When it comes to B2B or even any industry-specific targeting, the simple trust theory—people trust people and buy from people—comes into the picture.
Brightlocal’s study found that around 79% of consumers trust online reviews as much as personal recommendations.
Now this entirely hints at how powerful social proof can be in influencing purchasing decisions.
Quick Checklist:
- Showcase Reviews & Ratings: Display customer reviews on product pages to build trust and credibility
- Highlight user-generated content: Encourage customers to share their social media experiences and feature them on your site.
- Use Trust Badges: Attach security badges, money-back guarantees, or industry certifications to reassure visitors.
Expert tip: Explore video testimonials as a more engaging form of social proof that can capture emotional responses. Check out below how ClickUp has perfectly executed this tip –
4. Publish informative content
Compared to shorter content, articles with 3,000 words or more get twice as many page views and 24% more shares.
Create in-depth, high-quality E-E-A-T content so readers are engaged to stay on the website, increasing conversation rates.
Don’t just fill up space with purely keyword-targeted content. Provide content that solves problems and answers questions your readers have.
If your content is valuable, visitors will trust you more, and they’ll be more likely to make a purchase.
Quick Checklist:
- Create Comprehensive Guides: Play around with case studies, e-books or how-to guides addressing customer pain points related to your products.
- Use Visuals: Incorporate videos, infographics, and images to make content more engaging and easier to digest.
- Keep Content Updated: Regularly refresh articles with new information, stats, or trends.
Expert tip: Experiment with interactive content like quizzes or calculators that provide personalized results based on user input. Incorporate product explainer videos to break down your products’ functionality and improve user experience.
Check out below how one of our clients – StayFi benefitted from integrating a video on their website:
5. Regularly conduct A/B testing
A/B testing is important to see what’s leading to conversation and what’s not. According to Mailmodo, businesses that conduct A/B testing can see conversion rate increases of up to 400%.
When you test your website, assume nothing and test everything—headlines, buttons, images. What you think will work might not, and what you least expect could boost your conversion rate.
Quick Checklist:
- Test One Element at a Time: Focus on changing a single variable (e.g., CTA color, headline) per test for clearer insights.
- Leverage AI Tools: Use AI-driven tools to analyze user behavior and optimize conversions.
- Set clear goals: Define specific metrics you want to improve (e.g., click-through rate, conversion rate).
Expert tip: Explore multivariate testing, an advanced form of A/B testing that examines multiple elements on a webpage simultaneously, for deeper insights into user preferences.
6. Understand Users' Buying Behaviors
When it comes to buying, people don’t always make rational decisions. Most decisions and purchases are emotional.
Through behavioral economics, marketers and UI/UX designers often leverage tricks like the “decoy effect,” to subtly guide visitors toward the options that will get you the most money—without them even realizing it.
For instance: While setting up your pricing plans, introduce an “Intermediate Package” apart from the “Essential” and “Premium”.
While comparing benefits between the basic and the premium plans, your visitors will naturally be swayed into considering the “intermediate” plan considering the best range of benefits they could opt for while making a buying decision.
Quick Checklist:
- Loss Aversion: Frame messages to emphasize potential losses rather than gains.
- Gain Trust: Offer loyalty programs that provide special access or rewards, enhancing customer attachment.
Expert Tip: Incorporate gamification elements ( points and rewards, leaderboards, badges & achievements, etc.) into community engagement (e.g., rewards for participation) to boost interaction levels.
Here’s a decoy effect example below.
7. Create a community around your brand
This is yet another important yet underrated to increase conversion rate on your website.
Loyal customers spend more than new ones. Reducing customer churn by just 5% can boost profitability by 25% to 95%.
So when they purchase, they buy because they can relate to your brand. You can create this sense of belonging through community building—social media, forums, or membership programs.
Quick Checklist:
- Personalized interaction: establish personalized communication with the audience through mail and content.
- Hosting events: Organize both online (webinars, live Q&As) and offline (meetings, workshops) events to enhance community engagement.
Expert Tip: Treat your customers as your extended team by offering them invaluable product support through running newsletters or offers. This will gradually enhance their loyalty towards your brands.
Here’s how Hubspot effectively runs a successful newsletter and keeps its readers engaged:
8. Incorporate live support
Live chat is a powerful tool for increasing sales, as seen by the 48% increase in income per conversation hour and the 40% rise in conversion rates that can result from its implementation.
Even when you’re offline, live support bots can interact with your customers. You don’t have to stress about missing out on customers, as AI bots can guide customers to buy your product/service.
Quick Checklist:
- Pre-chat form: Activate a pre-chat form to gather essential information from customers before the chat begins.
- Strategic Placement: Position the live chat window in a prominent location, such as the lower right-hand corner of your website.
Expert Tip: Include empathy pauses. For example, after a customer expresses frustration or concern, the agent can pause for a second before replying with a thoughtful response.
9. Create a ritual around purchases
Buying something doesn’t have to be boring. You can make it an event for the customer—whether through a unique unboxing experience or a fun product demo.
All this can make your customers feel special, and they’ll be more likely to return.
Help visitors engage in “shopping rituals” to systematically build confidence in their purchase decisions. These rituals can include comparing prices, visiting multiple online stores, and trying different sizes before making a final decision.
Quick Checklist:
- Encourage pre-purchase research: Facilitate a seamless experience like comparing prices, reading reviews, or checking sizing charts. Ensure that your website provides easy access to these features, as they are integral to many consumers’ decision-making processes.
- Integrate Consumption Patterns: Identify and promote specific behaviors associated with using your product, such as a particular way of preparing or enjoying it.
Expert Tip: Leverage social media platforms to encourage customers to share their rituals involving your products.
10. Time-sensitive discounts
Shopify’s study shows that time-sensitive offers can convert up to 332% more visitors compared to evergreen deals. Time-sensitive discounts create urgency among buyers, which pushes them to act on their FOMO.
You can create urgency by putting a countdown timer or limited-time offer to push them to act quickly.
Quick Checklist:
- Send Flash Sale Alerts via Email/SMS: Notify subscribers about flash sales through email or SMS marketing for immediate action opportunities.
- Highlight scarcity tactics: Use phrases like “Only 5 left in stock!” alongside time-sensitive offers to enhance urgency further.
Expert Tip: Test different durations (e.g., 24 hours vs. 72 hours) to determine which timeframe generates the best customer response.
Conclusion
Improving the conversion rate of your website is an ongoing process.
We would suggest not overthrowing or completely abandoning what you have worked on. Instead, implement one change at a time and monitor the change in your conversion rate. If you don’t know where you’re lacking, performing an audit is important.
At MotionGility, we understand the dynamics of designing a high-performing digital identity and the qualities that would help you increase conversion rate on your website.
Want to discuss this with our web designing expert and improve your website’s performance?
Try out our web design services by booking a free call with us today.
