Creating a website that converts entails clearly communicating the action visitors should take once they’ve arrived on a given landing page. The desired behavior can vary, hence multiple landing pages can help improve conversion performance. Getting traffic to a website is only part of the battle when it comes to gaining new customers. What should happen when visitors find you could vary, so don’t leave room for hesitation or confusion.

Three main areas to consider in website conversion are landing pages, humanizing tactics, and user experience.    

Landing Page Basics for Creating a Website that Converts

Improve conversion performance by ensuring a web page has one clear call to action. Building multiple landing pages may be advisable to help ensure website visitors follow the desired course of action. Is the primary goal to capture an email address, click through to a post, fill out a consultation form, or make a purchase? A custom domain name can help ensure brand credibility, higher rank in searches, and memorability. 

Keep opt-in forms as simple as possible when creating a website that converts. Including only the most essential boxes will help drive conversion rates up. If more information is desired, consider making a few of the boxes optional rather than required. Opt-in forms also perform better when they appear above the fold. A user shouldn’t have to scroll endlessly to reach them. 

Define exactly what the product or service being offered does. This goes hand in hand with crafting a compelling headline for the page. A visitor should be left with no doubt as to what benefit or result can be expected. Be clear what type of problem you can help them solve, and consider making the case for how what you offer is better than other similar choices already on the market.  

Humanizing Tactics for Creating a Website that Converts

Incorporate video and photos to show there is a real face behind the brand. Social media trends show that video will once again drive 90% of all content shared on social media. Keep in mind that shorter is generally better when it comes to video, and don’t consider posting a video that gives off an amateur feel. Seek honest feedback beforehand. Headshots need not be professionally done, but should look professional all the same. Avoid overly generic stock photos for blog posts and header images. On the other hand, steer away from using image sliders since users prefer to be able to control the rate at which website content is viewed. 

Highlight testimonials and product reviews when creating a website that converts. Doing so will help ease any apprehension new visitors may have about working with you or buying a product. A handful of carefully selected excerpts will have much more impact than a long list. Also, be sure to consider various formatting options for ultimate visual appeal.

Demonstrate audience awareness via references to pop culture. Rather than going to complicated extremes, rely on data that has shown mentions of current cultural trends can greatly increase marketing campaign success. However, make sure the references made are within grasp of the site’s main demographic. Don’t be afraid to get creative either with unexpected combination, such as naming a cocktail after David Bowie.

Providing a Satisfying User Experience in Creating a Website that Converts

Tend to your website’s loading speed. Even a slight delay in page loading time can cause users to click away from a website. Use Google’s PageSpeed Insights to determine optimization areas. Installing a page caching plug-in and scaling down and compressing image sizes are great starting points.  

Experiment with various CTA buttons and wording. The size and color of a button can impact its clickability, as can the wording on the button. Run a few trials to determine what results in the best conversion rate on a given landing page. Also, avoid using a plain-text hyperlink as those have low conversion rates.   

Avoid choice paralysis. As noted above, make sure a landing page focuses on one CTA. Better yet, considering moving all other options for navigation on that page, including menu bars and other links. Don’t give users the choice of navigating away from the landing page.

Creating a website that converts in 2018 is within grasp. Just be prepared to commit to a certain level of trial and error to find an excellent conversion rate.

What considerations would you add when it comes to creating a website that converts?

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