How many new leads and enquiries does your website generate each week? Not enough? Well – that’s okay as I’m going to run through some simple techniques that you can implement on your website that will boost your conversion rate and bring you more enquiries.
What do we mean by conversions?
Firstly, let’s tackle the topic of conversions. This will depend a little on your business type, but in its simplest possible form, a conversion would be an enquiry via telephone or email about your products or services. We can also refer to when a user takes an action such as signing up to receive information from you, registering their interest in a product that will be available in the future, purchasing a product or service and much more.
The very first thing that you need to do is decide what you want the user to do when they come to your website. If your website has a number of pages, you may want to do this on a per page basis, particularly if you offer a variety of products or services.
Take a piece of paper, write out the headings for each of your pages and the action that you want the user to take on that page. Now you have a list of the main goal for every page. If you review your list, are each of these pages achieving the goal of encouraging users to take the action that you’ve listed?
By focusing your attention on your website pages and the action that you want your visitors to take, you can quickly see areas of weakness that you can improve on. Taking time to make changes to your website with a conversion optimisation mindset, will bring you the benefit of more users taking action and ultimately improve the revenue of your business.
How do I measure website conversions?
It’s actually a lot easier than you may realise to measure conversions on your website. You can use Google Analytics to track conversions, by setting up goals that will track conversions for specific visitor actions.
Before we set up goals, we need to understand the actions that we want users to take on each page of your website – which you’ve gone through with your piece of paper above.
Next, we need to set up relevant goals so that we can start to track conversions.
Google have created a simple guide on how to setup goals, which is well worth reviewing. If you prefer an example in video form, you can watch a video from Google’s Analytics Academy below:
There are a number of different goal types that you can create. The best one to focus on to start with is a simple URL Destination Goal. An example of this would be someone clicking on a button to take them to an enquiry form on your website.
Once you’ve setup your first goals and gained some confidence with this new skill, you can go deeper into additional goal types such as goal funnels or event driven goals, which will give you some advanced data that you can measure.
Tracking the conversion rate of your website may sound like a lot of work, however, once you get started you’ll quickly see how the various sections of your website are performing. You’ll have a clear understanding of how visitors are using your website and you’ll start to see opportunities for improvement – showing you exactly where you need to focus your precious time on your website.
I’m ready to improve my website conversion rates
Fantastic – let’s get started and look at how we can improve the conversion rate for your website.
I’ve detailed eight simple methods that you can use on your website below. These are by no means an exhaustive list – but they are simple actions that you can take today, to start improving your website conversions.
1) Simple Responsive Design
Are you aware that for the average business website at least 40% of your traffic will come from a mobile or tablet device? If you are not catering to these users they will quickly exit your website and go to a competitor that is catering for them.
It’s late 2018 as I’m writing this, but there are still business owners whose websites do not display well on mobile or tablet devices. For some websites, mobile visitors can make up to 70% – 80%. Is it worth losing this many potential customers by alienating them with a website that doesn’t cater to their screens?
One of the easiest things you can change with your website is to make sure that it is well designed, works on ALL devices and has a clear message. Yes, this typically can’t be fixed in a single day – but you can start planning for a better website right now.
If your answer is “yes my website is already responsive”… is it giving a clear message to your users?
Look at your competitors. How are they talking to your market? Who is doing things well? Why do you think they are doing things well?
Take another piece of paper and visit 5-10 of your competitors. Now create two columns and in the first column, make a note on what they are doing well with their website and message. In the second column, make a note on where they’re missing something or leaving opportunities on the table.
Visit your website and objectively compare your website to the list that you’ve just made. This is a task where it’s important to be as brutally honest as you can – if you struggle here don’t be afraid to ask a friend or colleague to assist you. Are you doing things as well as your competitors? Make a note of any of your shortcomings at the bottom of your piece of paper.
Now that you’ve completed a review of your competitor’s websites and an honest look at your own website – your list and notes will form your action plan. You’ll then invariably lead to one of three options:
- My website is awesome – If your website is already fantastic and outshining your competitors from a design perspective, then no further action is needed. I would politely caution you here though, that almost every website can be improved, so do make sure that you’re not missing out on any opportunities.
- My website needs some work – If your website has a few issues but these aren’t ground-breaking, then you should look to re-design the affected pages to ensure that you are providing a clearer message to your visitors. This doesn’t need to be a full re-design, although there may be other advantages to this – such as improving your website’s speed and visual impact.
- My website needs a lot of work – In this situation, the best answer would likely be to consider a full re-design of your website to refresh your message and to deliver a better experience to the users who are visiting. You’ll likely want to speak with your web developer to consult with them on the issues that you’ve raised in your list. They’ll be able to sit down with you in a meeting and discuss the issues and the results that you’d like to achieve, helping you to put together a scope of work.
As with anything, your current web designer should be your first point of contact in assisting you with changes to your website. Whether this is an in-house team member or an external resource, you should ask them to go through the same exercise as you have above, and compare the answers. You may find that a fresh set of eyes brings out additional items that you should consider.
If you don’t have a current web designer or your existing designer hasn’t delivered the right solution for you, then I’d recommend contacting a new web designer and having an initial discussion with them.
2) Copy, Copy, Copy
Good copy sells. It’s a simple fact that good website copy will sell your product or service.
Nearly all of us as business owners, find it hard to write about what we offer in an engaging way. That’s not a slight on any business owner – copywriting is a specialist skill, honed over many years.
The problem lies when you aren’t a specialist copywriter and you (or a member of your team) takes on the unenviable task of writing all of the content for your website. Without a clear tone and understanding of the message that you are conveying to your visitor, your website copy can easily miss the mark and fail to engage your visitors.
Reviewing your website copy and taking into account the message you are trying to communicate, gives you an opportunity to make sure that your website is aligning with your perfect client avatar and the action that you want your visitors to take on the page.
Your website copy should talk directly to your visitors, using language that is familiar to them and that they understand. This means avoiding jargon wherever possible and more “you” than “I” or “we”. Giving your visitor an opportunity to feel like you’re talking directly to them will capture their interest and encourage them to read what you have to say.
Here’s my top tips for improving your website copy:
- Write for your perfect client avatar – Defining your perfect client avatar, allows you to understand exactly what motivates them into purchasing a product or service like yours. Aiming your content at them, will let them feel like you’re writing to them and they’ll be engaged with what you’re saying – as you’re ‘speaking their language’.
- Limit “we” and “I” – Website copy for most businesses talks almost exclusively about what the business offers. If you skim through the copy of many small business websites, you’ll see “we” and “I” used regularly. It may seem helpful to write in this way, but your copy won’t present as well to the reader. Make sure that you talk directly to the visitor for at least part of every page.
- People buy solutions not products – People buy solutions or future results, they don’t buy products. The buying process is defined by a customer’s needs or a ‘pain point’. Your website copy should effectively establish the pain point that the visitor is suffering from, whilst positioning your product or service as a solution to the pain.
- Benefits not Features – It’s very tempting to list all the great features of your product or service, but it’s better to re-frame each feature as a benefit. For example we might say “Responsive Web Design” as a feature, but the benefit of this would be: “Your website will re-size automatically to suit the screen on which it is being viewed – ensuring that mobile and tablet users have a positive and consistent experience”.
- Don’t neglect your ‘About’ page – If you check your website analytics, you’ll find that your ‘About’ page is typically the 2nd or 3rd most visited page on your website. It’s important that you have a great ‘About’ page, that talks to your website visitor and reminds them that they are in the right place. As my friend Jason Swenk says: “Your website’s about page is not about YOU, it’s about THEM”.
- Consistent tone – Your brand should have a consistent tone which you use across your website, in blog articles and social media. For some companies this will be the utmost professionalism, for others you are jovial and familiar. This depends on your industry and your ideal client. Once you’ve defined your brand’s tone – make sure that everyone in your team is on-board with this, as anyone that writes content on your digital platforms will need to use this tone.
You may reach a point when you go through your website copy that you need to reach out to an experienced copywriter. It’s okay to do this – your time is important, just as important as getting the right message across on your website.
Re-writing your website copy so that it attracts, engages and inspires your perfect client will help you to share your story and elevate your website to the next level.
3) Visuals (photos, graphics, videos, infographics, etc)
Website visuals are important for any business. Good use of imagery, infographics and videos will help to break apart text and make your content easier to read.
It’s important to note that this doesn’t mean just slapping images all over your website like an enthusiastic teenager with a stack of posters. Images and videos should be relevant to your content and emphasise your message.
If your business is all about the services you offer as an individual, then you should have prominent (and professional) photography that features your face – since your name is behind the brand.
When you have a business with employees, make sure you feature each of the employees on your ‘About’ or ‘Meet the Team’ page. It allows potential and existing clients to build a more personal connection with your team and to learn a little more about the people they’re working with.
Visuals on your website help to tell your story. A compelling story with engaging visuals will inspire users to take action.
For stock photos here’s a list of websites where you can get free stock photos:
Check the image licenses to ensure that you are free to use the images for commercial purposes. The websites linked to above should all be free for commercial use – some may require attribution. Take a moment to check the particular license available for the image(s) that you’re downloading.
It’s worth pointing out that image licensing can change over time. There have been cases in the past where certain image libraries have purchased free stock photography websites and converted them to paid libraries. Then rights departments have chased after people who were using these images and started requesting payment for the images.
ALWAYS keep a copy of the page from where you download an image. We like to save the page as a PDF in Google Chrome, and then store that in a folder for image licenses, on a per project basis. This way, if anyone asks about the validity of our image use in the future – we can show where we obtained the image and the rights that were available at the time. Taking an extra 30 seconds to do this for each image will give you valuable peace of mind. If your web designer is sourcing images for you – ask them to provide you the license details and/or proof of purchase for any images that they’re using.
Finally, as I’ve seen people fall foul of this in the past – Google Images is not a free library of images that can be used on your website. Yes, you can use it to perform searches for images that are available for you to use under various licenses (e.g. Creative Commons CC0), however do your due diligence.
Using custom icons for your website can help your products or services to stand out with a relevant, eye-catching icon design.
If you’ve worked on your own website previously, you’ve likely come across icon libraries that have been bundled with a page builder or theme such as Font Awesome. We use the Pro (paid) version of Font Awesome on our website, which gives us access to a variety of icon styles.
Here’s a few websites that offer free icons:
Again, pay attention to any licensing agreements for icons here. Some icon designers will require attribution, the details of which will can vary.
Illustrations & Custom Graphics
Illustrative work is typically time consuming for a designer, so there is a smaller market for free illustrations. If you require custom work, it’s always a great idea to speak with a graphic designer, who can help you bring your ideas to life.
There are a couple of notable websites that do offer some excellent free illustrations:
Both of these websites offer free illustrations that you can use on your business website or marketing materials under the MIT License.
In addition to the above, I’d like to highly recommend the UX series of illustrations from Streamline Icons. They are a paid option, but the prices are extremely reasonable and there are many different categories available, to suit almost every type of business.
An infographic is a way of illustrating data and information in a fun and engaging way. Infographics can be extremely effective in a digital marketing campaign as they are easy for users to share on social media. An ideal infographic is visually engaging, contains a subject matter that really appeals to your target market and is supported by other great content across your website and social media platforms.
When it comes to infographics, these are very much custom to suit your requirements and therefore can either be designed by your team internally or you can reach out to a graphic designer for assistance. Depending on the complexity of your infographic, you’d likely be paying for anything from 2 hours to a day or so of time from a graphic designer.
Videos are a great way of engaging users on your website. A quality video on your page or blog post will capture the attention of your users and help them to engage with your content.
Using video on your website is also an excellent way of increasing “dwell time” – which is one of the metrics that Google uses to decide how to rank websites. The longer a user stays on your website page, engaged with your content, the better Google is going to consider your page in relation to dwell time.
There are a few resources where you can find free stock video clips:
It’s worth noting here that you’ll need some understanding of how to edit videos, as these clips are best used when part of a larger overall project. If you or a team member don’t have video editing experience, then you should reach out to a local videographer for assistance.
Custom video is also a great option for your business. Here’s a few ideas for your website:
- Welcome Video – Welcome users to your website and explain to them in a short 30-60 second clip why they’ve made the right choice in visiting your website. Re-affirming their reason for visiting, helps to build trust with the visitor and encourage them to engage with your content.
- Staff Profiles – Having a team of staff, gives you access to a range of different personalities and people. Your staff could each film a short video about why they love working with your clients. Adding more personality and a ‘face’ to each of your team members will build trust with prospective and existing clients.
- Testimonials – Testimonials are so important to your business. A written testimonial is great, but a video testimonial is worth a lot more. Taking a camera and a tripod to a client’s location and recording a video of them answering a few short questions about working with you, can create an outstanding video testimonial.
- Thank You Video – When someone signs up for a service with you, purchases a product, or even subscribes to your newsletter – you can use a little thank you video, just to welcome them to your company. This helps to build trust and is a great on-boarding option for new customers.
4) Call to action
A Call to Action or CTA is an image, a button or line of text that literally prompts your visitors, leads, and customers to take action on your page. Each of your pages should have a specific action that you want the user to take.
If you’ve already taken the step that we detailed in the “What do we mean by conversions?” section above – then you’ll have a piece of paper that details the action that you want your website visitors to take on each of your pages. If you haven’t, go back up and take a few minutes to do this now – as you’ll have a list that you can work through on your website.
You should go through each page of your website and look at the action that you want the user to take, and highlight this action on each page, at least once.
Your call to action should stand out on the page. The easiest way to do this is to pick a colour that leaps out in comparison to your brand colours, drawing the eye and capturing the attention of your visitors.
On our website, you’ll see that we’ve used a bright orange colour that helps the action that we want the visitor to take, to stand out. This is either in the form of an orange button in the page, or a bright orange full-width section towards the bottom of the page – which will direct people to enquire about a project. We also have an orange button in our navigation menu.
If you need some colour suggestions you can utilise a free website such as Coolors. I’ve created a quick demonstration video on how to use the Coolors website below:
The most important thing to remember is that you want to make it as easy as possible for the user to take the next step that you’d like them to take on your page. Whether this is filling in a form, clicking to another page, making a purchase or even just picking up the phone and calling you – when you make it stand out, it will help to increase your conversions.
5) Social Proof
Using social proof and validation for your business website is an extremely powerful way of boosting your website conversion rates. A visitor who has come through to a page on your website wants to understand that you can help them with their particular problem. Remember that people buy solutions, not products – so they’re looking for re-assurance that they are in the right place.
When a visitor sees positive comments and social validation, these act as trust factors. People who trust you, are much more likely to purchase your products or services. Trust is an important part of the sales process.
Social proof should be easily visible on your website and featured on your main homepage, product or service pages and any sales pages that you might have.
I’ve gathered together some examples of social proof and validation that you could add to your website:
- Customer Testimonials – You can use testimonials from your customers on your website. If you’re not already collecting testimonials, make sure that you are contacting your customers after they’ve made a purchase with you to ask them for their feedback. Some businesses will have customers who write handwritten letters – it’s a great idea to add photos of these (with personal details removed) to your website.
- Review Platforms – Many businesses take advantage of external review platforms such as TrustPilot, Reviews.co.uk or Google. Some of these platforms will allow you to have automated follow-up with your clients to request feedback on the products or services that they’ve purchased. You can embed these reviews into your website and show visitors what your customers are saying about your business.
- Social Media – As we’re in a largely digital world now, many of your visitors and clients are active on social media. You can take screenshots or embed social media comments from Facebook, Twitter, LinkedIn, Instagram and more, on your website.
- Certifications & Accreditations – Industry specific certifications such as an AAT qualification for an accountant, an ISO certification or a certification for specific software – e.g. Drip or ActiveCampaign, who are both big entities in the email marketing industry, would offer excellent social validation on your website. Any certifications or accreditations that your company has should be featured prominently to add credibility and trust factors to your business.
- Awards – If your business has won industry specific awards, you should feature these on your website. These could be for a marketing campaign that you’ve run, or perhaps you’ve been recognised as a businessman, businesswoman or entrepreneur of the year? Again, these offer great social validation for your business website.
When you take the time to add social proof to your business website, you’re taking one step closer to your visitor trusting your brand. You should remember that a user who has never heard of your company, product or service before will often take seven touch points to trust you.
The first visit that they have to your website is vitally important towards engaging the user and generating trust with them, so you should make sure that your website effectively displays your social proof and conveys that you are experts in the solutions that you provide to your customers.
6) Website Speed
Human beings are impatient at the best of times. If you’re making a user wait more than a few seconds for your website to load and display your content, your visitor is prone to getting impatient and going back to the search results to visit your competitor’s website.
You typically have around 7-8 seconds in which to capture a user’s interest when they first come to your website. An article from Time a couple of years ago, following up from a study by Microsoft, stated that the average user’s attention span is now 8 seconds. This is slower than a goldfish, which typically has an attention span of 9 seconds. The blame for this shortened attention span is the advent of digital technology and how people have become so attached to smartphones and tablet devices.
If we only have 8 seconds in which to capture the interest of a website visitor, it’s critical that your website is loading within 2 seconds. This then leaves around 6 seconds for the website visitor to engage with the content on your website – e.g. your headline, any prominent imagery and a quick skim through the first section of your content.
To put this into monetary terms, Amazon stated that a 1 second slow-down with their website would cost them $1.6 billion in sales each year. Google calculated that a 0.4 second slow-down in their search results could lose them 8 million searches per day. Do you know how much a slower website is costing you?
Use a website speed test tool such as Pingdom. Enter the URL of your website and choose the location that is closest to where you are located in the drop-down menu. After 30 seconds or so, you’ll see a speed test in front of you, showing the total time that it took to load your website.
If your website is not loading within 2 seconds, you need to take action.
There are various steps you can take, but here’s a quick summary of some recommended actions:
Evaluate your hosting provider
Look at who your website is currently hosted with and evaluate if they are the best fit for your business. If the server response time, also known as Time To First Byte (TTFB), for your website is slow – you may be better served by going with a hosting company that offers a faster and more optimised hosting experience. As a general rule of thumb, hosting providers that advertise on the TV, or offer “UNLIMITED” items for less than £5 / $5 per month, are ones to avoid. There’s no such thing as an unlimited hard drive – invent one of these and you’ll be an instant billionaire.
We recommend that you host your WordPress website with a specialised WordPress hosting company. There are a number of these available, including:
A managed WordPress hosting company provide an optimised hosting platform that is specifically designed for WordPress. All three of the above companies offer this service, with some slightly different benefits to each. Our favourite of the three would be Kinsta as they run on Google’s Cloud Platform, which is extremely fast. Flywheel will also be changing to Google’s Cloud Platform in the near future, something that they recently announced on their website.
It’s worth noting that when you work with a managed WordPress hosting company, you would need to host your emails externally. Whilst this sounds like a chore, it’s actually a highly recommended option from a performance perspective. If you use a traditional hosting company where your emails and website are in the same location, if they ever have a problem with their servers going offline – you would lose access to both your website and emails. Hosting emails externally, gives you better access, deliverability and freedom.
For external emails we recommend G Suite (Google’s email service), Office 365 (from Microsoft) or Zoho Mail. Our preference would be for G Suite, as Google’s service (built from their experience with Gmail) is fantastic – available at £3.30/month, per user.
Look at your website’s code
It’s very common for business owners who want a ‘simple start’ with their websites, to either turn to a premium theme from a website such as ThemeForest, or to work with a web designer on a low-cost project. Both of these options are likely to involve a pre-built template, being used to add in your content. Whilst this offers a quick start solution, you actually immediately hamper your ability for your website to perform effectively. Premium themes come with quite a lot of ‘bloat’, in the form of unnecessary code and content.
These themes are designed to have bells and whistles to suit everyone, but ultimately – this comes at the cost of speed and performance. Unfortunately, it can be difficult to optimise a premium theme in a reasonable time-frame and at a reasonable cost, as much of the bloated code is ‘required’ for the theme to operate as expected.
It’s far better to have a custom website that is designed for your target market, with a focus on both website performance and conversion optimisation.
Optimise your images and media
When you upload images and videos to your website, unless you’re optimising these before you upload them – you’re potentially adding content to your page that is going to slow your website down.
One of the worst websites I’ve seen this year with regards to poor image and media optimisation, was loading a video and approximately 10 images on the homepage. These 11 media files were forcing the user to download 70Mb of data, just to be able to view the homepage. This lead to the homepage loading in around 15 seconds. Unfortunately, it appeared that neither the business owner nor their website design company were paying attention to this – so it’s quite likely that the business was suffering heavily from low conversion rates, due to the poor performance of their website.
You don’t have to be a Photoshop wizard in order to optimise your website images. There are some really easy ways to ensure that you optimise your images effectively on your WordPress website, in the form of plugins. Here’s a few recommendations:
- Smush Image Compression (free)
- Short Pixel (free for first 100 images, paid after)
- Imagify (free trial, paid plans)
Installing an image optimisation plugin will help you to optimise all of the images that you have already uploaded to your website, as well as to automatically optimise all future images, as they are uploaded.
Utilising caching on your website, allows you to serve up content that is frequently served dynamically, in a cached format. It lowers the size of your website page and the number of elements that are loaded, therefore speeding up your website.
There are many caching options available for WordPress. At AntiSushi, we use WP Rocket for all of our clients. It’s a paid solution at $39 per year for 1 website. As a note – we include this free for clients on our WordPress Care Plans.
There are many free caching plugins available in the WordPress Plugins library.
A good website hosting company will also have caching at the server side, which will help to serve your website faster.
Speak to a professional
More than anything else on this list, this is the one area where I would absolutely recommend that you speak with a website speed optimisation professional about this. This is a service that we offer to our clients, so if you’d like to talk further about your website – send us over a message on our Contact form or click the live chat icon in the bottom right of the screen and we’d be happy to talk further.
7) Negative space
A “busy” website will present a confusing message to your visitor. If you don’t have a clear, logical flow to your website – your visitor will not know what they are supposed to do. Using negative space allows the content on your website to breathe and makes it easier for your visitors to digest.
As mentioned above, negative space should be used in web design to break up content on your pages, making them easier to read and understand. If you have too many items or messages in your page, you make it difficult for your visitors to fully grasp your message.
Negative space will direct the flow of a user down your page. This is ideal for a landing page, sales page, product page, service page and more. These are pages where you’re telling the user a story, highlighting their pain point, showing your solution and giving them a call to action.
Effective use of negative space is one of the easiest ways to make a website page more readable. It gives your visitor the ability to focus on the specific areas of content that are most important on your page.
Negative space doesn’t need to be white. This is one of the most common background colours for a website, since dark text on a white background is eminently readable. You could easily use light grey or softer variations of your main brand colours to do the same on your website – think light pastel shades.
Take note of how often you see negative space in the designs that you pass. You’ll find logos, posters, websites, even works of art that effectively use negative space to pass their message to you.
There are (rare) exceptions to the rule – but these are made from a brand standpoint. One of my favourite websites in the whole world is from a lady called Ling Valentine, for her business Lings Cars. She leases vehicles to her customers and has a very unique design style. This website goes against every design rule and modern trend – but that’s how she works in business too, so it absolutely fits her needs.
It’s important that what you do fits your brand, and more importantly, your market.
8) Contact Information & Tracking Conversions
For a small business that wants to bring enquiries from their website, your contact information should be front and centre on your website. Whether you’re looking to receive telephone calls or emailed messages – making visitors hunt for your contact information is an unnecessary stumbling block.
If you want telephone calls, pop your telephone number in your website’s header. It should be ‘tap to call’ – which means that when a visitor is on a mobile telephone, a tablet device that has a SIM card, or a desktop / laptop computer with VOIP software installed – they will be able to call you with one tap or click.
Here’s how a tap to call link is created. Just replace with your telephone number:
<a href="tel:+441234567891">01234 567891</a>
If you want to track calls as a conversion metric, the absolute 100% easiest way that you can do this is to purchase a virtual telephone number. It takes just a few seconds for you to set the virtual telephone number to forward all calls to your main telephone number. Then each month, check the number of calls with your VOIP provider and you’ve got your call tracking stats.
Once you’ve purchased your new phone number, simply add that to your website or marketing materials and you’re all set. If you want to track all calls from your website, you should replace your existing number across your whole site.
We use Yay.com for our VOIP services here. A UK landline number from them costs £1.99/month, or can be included in their call packages. So, for less than the price of one coffee each month – you can now track ALL calls from your website. You can even set up a few different numbers for different landing pages or areas of your business. Reports are available in the back-end of their website in just a couple of clicks.
For emails – you’re most likely going to have a form that users can fill out on your contact page. On a WordPress website this will typically be controlled by a form plugin such as Gravity Forms, Contact Form 7, Caldera Forms, Formidable or one of the other plugins. Almost all of these plugins will allow you to track entries, with some saving a copy of each in the back-end of your website.
Tip: We don’t recommend the ‘save entries’ option being kept on in your form plugin if you’re in the EU, as it has the potential to be a GDPR issue, should your website ever have a security issue or breach in the future.
If you want to track emails across your website, your best option is to have all emails sent through the website and any visible email addresses to be ‘unique’ – e.g. firstname.lastname@example.org. You can set these to forward to more relevant addresses internally if you’d like. Once you’ve set up a unique email address, you can track the number of emails received to this address on a monthly basis – and now you have your number of email enquiries.
Time to get started improving those website conversion rates!
Okay, so that’s 8 items that you can start putting into action today on your website to improve your website conversion rates. What are you waiting for?
It’s really important that you track your website conversion rates over time. If you have multiple products or services, you should track these individually. Anything that is not performing well gives you a clear indication as to what you should be working on next.
When it comes to website conversion rates, the average (and good) rate would be between 2%-3% for your typical website landing page. The best pages can convert at 5% or more, but your first aim should be to get between 2%-3%.
If you’d like more help with anything in this blog post, please feel free to comment below. If you’d like our team to review your website in more detail and provide you some feedback, we offer a Website Health Check service, which has 6 key components. Conversion Rate Optimisation is just one of these.
I look forward to hearing about you’ve increased your website conversion rates!