Online Conversions: 3 Ways to Improve

Updated January 13, 2023

Reading Time: 2 minutes

Easy Website Fixes That Increase Sales

Poor online conversions is a common pain point for many businesses. When we conduct a website audit, there are a few items we see over and over again. There are 3 things (that can be relatively easy to fix) that can dramatically improve online conversions where you capture more new sales leads.

For service-based businesses, the online sales funnel starts with a completed contact form or a phone call. We see an industry average of about 3%. That means for every 100 visitors, 3 will turn into a viable prospect to be nurtured through the buying process. If you see any of these issues on your website, fix them fast. Or, you’re leaving money on the table.

1. One Primary Call to Action per Page will increase online conversions

If it is not painfully obvious as to what you want a visitor to do on the page, that’s a problem. It’s negatively affecting your User Experience or UX. If a visitor has to think about where to go next, then you aren’t efficiently filling your funnel. You’re actually strangling your online conversions.

We recommend having one primary call to action (CTA) per page. And, it should appear in a complementary color. That way there’s no doubt where the eye will be drawn. We’ve seen killer offers ignored because the CTA button is in a subtle color. Or, it blends in with the branding color scheme. A good web designer will know how to balance aesthetics with UX.

2. Scan-able Text

Content marketing is all about publishing relevant and recent information that demonstrates expertise. You’ll want to optimize your text for both the human searcher as well as Search Engine bots. Studies confirm that humans scan first. Your content should be broken into chunks, so visitors can zero in on a specific area of particular interest. Scroll intensive pages are overwhelming. Readers and potential prospects drop like flies if webpages are too long and repetitive. It’s better to break content up; they’ll dig deeper based upon interest and need.

Break up text with images, info-graphics, and call to action buttons. Don’t assume that a reader will scroll back to the top to click “Buy Now.” The point here is to make the information easy to digest and encouraging them to continue the conversation with you.

3. Fast Site Speed

Site speed can dramatically affect SEO. Google will ding you if it takes too long for a website page to load. SEO rankings aside, if your site is sluggish then you’re annoying visitors. Many won’t have the patience to wait. Check your Google Analytics for site speed statistics. Fixing long load times can improve many stats including bounce rate, length of visitor, and number of pageviews (aka engagement).

What other tweaks have you made to a website to improve online conversions?