Top 24 Conversion Rate Optimisation Tips for Optimisation Success

Conversion Rate is an important metric for online businesses, indicating the percentage of visitors who complete desired actions like purchases or sign-ups. Higher Conversion Rates mean more revenue and growth. This blog post offers 12 practical Conversion Rate Optimisation Tips derived from best practices and real-world examples. Implementing these strategies enables you to develop a more engaging and user-friendly website, leading to higher customer conversions. 

Table of Contents 

1) What is Conversion Rate? 

2) How to measure Conversion Rates? 

3) Top Conversion Rate Optimisation Tips 

4) Best Conversion Rate Optimisation Tools

5) Conclusion 

What is Conversion Rate? 

Conversion Rate is the percentage of visitors who complete a desired action on your website. For example, if you have 100 visitors and 10 of them buy something, your Conversion Rate is 10%. The desired action can change depending on your business goals, such as: 

a) Purchasing a product or service 

b) Subscribing to a newsletter or email list 

c)  Downloading a free ebook or report 

d) Registering for a webinar or event 

e) Requesting a quote or consultation 

f) Filling out a survey or feedback form 

g) Contacting you via phone or email 

h) Sharing your content on social media 

To calculate your Conversion Rate, divide the number of conversions by the number of visitors, then multiply the result by 100. For example: 

Conversion Rate = (Conversions / Visitors) x 100 

 

  

How to Measure Conversion Rates? 

Using Google Analytics, you can measure conversion rates to track and analyse your site’s traffic volumes, campaign traffic details, individual user behaviour, and more. You can track metrics like how many visitors you get, what sources send them your way, how long they stay, or which pages and files occupy most of their time. Also, track clicks on elements inside the site using JavaScript from Google Analytics, tracking any ‘event‘ that happens as per the behaviour tracking you set up—such as page visits, file downloads, form submissions, or purchases.

First, set up a Google Analytics account, install the tracking code on your website, and then create conversion goals (e.g., product purchases) for each target action you wish to optimise. Although assigning values to goals is difficult, it will show how much each conversion is worth to your business.

Use the Conversions section of Google Analytics to check Conversion Rates and segment your conversion tracking by dimensions such as traffic source or device, depending on the features you implemented. Funnels allow you to see where people drop off before converting—such as the number of steps or page impressions that occur when an expectation is set for conversion (pre-conversion)—so use these insights to make changes to your site configuration!

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Top Conversion Rate Optimisation Tips 

Now that you know what Conversion Rate is and how to measure it, let’s look at some of the best Conversion Rate Optimisation Tips that you can implement on your website. These tips are based on the principles of User Experience (UX), web design, copywriting, and psychology. They will help you create a website that is more attractive, intuitive, persuasive, and trustworthy for your visitors.
 

Speed up Page Loading Times 

Conversion Rate Optimisation (CRO) matters in Page Loading Time. According to Google, an average mobile site takes 22 seconds to load, and slow sites can make more than half of their referrals bail. User experience and search rankings are affected—slow loading hurts all the above, reducing visibility, traffic, and conversions. To improve load times, consider:

a) Using reliable web hosting

b) Optimising images and videos

c) Minifying and bundling HTML, CSS, and JavaScript

d) Setting up browser caching and gzip compression

e) Using a Content Delivery Network (CDN)

f) Removing lavish plugins and scripts

g) Using lazy loading with infinite scroll

Streamline the Checkout Funnel 

When users complete a checkout funnel, they go through steps like adding items to the cart, entering shipping and billing information (Note: This is not always step 2), selecting a payment method, and confirming the order. It is one of the most critical stages for conversions, but it often sees a very high abandonment rate. To optimise it:

a) Reduce steps and form fields

b) Offer more than one payment option (e.g., credit cards, PayPal)

c) Include free or return shipping

d) Show trust factors (badges, reviews)

e) Make product and price information easy to find

f) Allow guest checkout

g) Adopt progress indicators and clearly defined CTAs

h) Send cart abandonment emails

Optimise Positioning and Language of CTAs 

The CTA (call-to-action) tells your visitors what to do, like “Buy now,” “Sign up,” or simply “Download.” CTAs are crucial for Conversion Rate Optimisation and generally fail because the wording remains vague or is not carefully placed. To optimise CTAs:

a) Use action-oriented and benefit-driven language (e.g., “Sign up for your free trial today!”)

b) Use contrasting colors and empty space to make them easily readable

c) Place CTAs above the fold or in dedicated locations

d) Adjust scale and size for your device

e) Test variations in wording, colors, and positions 

Incorporate Customer Reviews 

Adding customer reviews on your website by leveraging social proof is one of the biggest conversion rate boosters. Reviews also ensure that people reading them know your product works, can boost SEO by showing that you have an active community discussing it online, and can lead to sales from those who might be on the fence. This, of course, adds valuable feedback so you can continue producing a great product! To optimise reviews:

a) Ask for reviews at the right time—post-purchase or after positive feedback

b) Provide deals such as discounts or reward points

c) Put reviews in prominent places on key pages (homepage, product page)

d) Use different formats (text, images, and videos)

e) Display both positive and negative reviews for transparency

f) Respond professionally to all reviews, especially negative ones, to show that you care about the customer

Implement Attractive Sales Promotions 

Great sales promotions help you with Conversion Rate by making your deals more enticing, giving people a reason to buy. They provide advantages such as increased sales, quality improvement, customer retention, fostering a sense of urgency, and enhancing brand image. Common promotions include:

a) Percentage offer (e.g., 10% off)

b) Dollar discounts (e.g., $10 off)

c) Free shipping or returns

d) Buy one get one free/half off

e) Free gifts or samples

f) Loyalty or reward points

g) Coupons or vouchers

h) Contests or sweepstakes

Consider product value, competitors' products, profit margins, and target audience when deciding which pricing strategy will work. This results in much more effective sales promotions!

Utilise the Scarcity Effect 

Scarcity increases conversions by signaling that a product is more valuable simply because there’s less of it available, encouraging potential customers to act quickly out of fear of missing out. To use this effect:

a) Display stock levels (e.g., “Only 3 left”)

b) Show the number of viewers or buyers (e.g., “50 people are viewing this”)

c) Use countdown timers (e.g., “Sale ends in 2 hours”)

d) Focus on limited quantities (e.g., “Only 100 left”)

Scarcity claims should be backed by genuine reasons, such as high demand or low supply. Use this approach sparingly to maintain honesty while reinforcing urgency effectively.

Enhance the Product Page 

The product page is the most important page of your online store, as it is where your visitors decide whether to buy your product or not. Therefore, enhancing your product page is crucial for your Conversion Rate Optimisation. You want to make your product page as informative, persuasive, and appealing as possible for your visitors. 

Some of the best practices to enhance your product page are: 

Here is the table highlighting practices to enhance your product page
 

Ensure Your Online Store is SEO-friendly 

Search Engine Optimisation (SEO) involves enhancing your website's ranking and visibility on search engines like Google, Bing, or Yahoo. For your online store, SEO is crucial as it can:  

a) Grow your natural search traffic, increasing the potential audience to reach as possible customers.

b) Propel brand exposure or authority

c) Improve your user experience and trust

d) Reduce your marketing expense and increase the return on investment (ROI).

Following SEO best practices and search engine guidelines ensures that your online store is SEO-friendly.

Enhance Store Navigation 

A major factor affecting conversion rates is store navigation and guiding visitors through your online shop. Efficient navigation consists of:

a) Main menu and submenus

b) Search bar and filters

c) Categories and subcategories

d) Breadcrumbs and sitemaps

e) Product recommendations

A good navigation system enhances user experience, usability, and satisfaction; it improves navigational understanding, reduces bounce rates, increases page views, and boosts cross-selling by providing relevant options. To enhance navigation:

a) Use clear, descriptive labels

b) Adhere to a logical hierarchy

c) Ensure a responsive sticky menu for all devices

d) Use a prominent search bar

e) Provide appropriate filters and sorting options

f) Insert visible breadcrumbs and sitemaps

g) Offer personalised product recommendations

Your objective is simple and intuitive navigation, achievable through consistency.

Offer Multiple Payment Options 

Cart abandonment is often the result of a lack of payment options. Offering many payment methods, such as credit/debit cards, PayPal, cash on delivery, and cryptocurrencies, is essential for Conversion Rate Optimisation. Benefits include:

a) Higher customer satisfaction and trust

b) Solutions for cart abandonment and payment failures

c) Expanded customer base

d) Enhanced competitiveness

Considerations when allowing multiple payment methods include:

a) Your audience's preferences

b) The price and value of your product

c) Competitors' payment options

d) Payment gateway fees and security

e) Legal and regulatory compliance 

Establish Multilingual Storefronts 

Reaching multiple customers can improve your Conversion Rate by creating multilingual storefronts. For example, this can include multilingual storefronts for English in the US, French in France, German in Germany, and Spanish in Spain. Benefits include:

a)  Attracting customers from different cultures

b) Improving customer experience using local language content

c) Establishing credibility and reputability

d) Boosting SEO with focused keywords

e) Reducing bounce rates by removing language barriers

f) Addressing local needs to improve sales

Follow translation and localisation best practices to build efficient multilingual storefronts. This may involve localising currency, date, and measurement formats; website layout, images, and writing tone; as well as product descriptions, accepted payment methods (like Alipay in China), and delivery or fulfillment options.

Integrate Currency Switching Functionality 

Allow customers to view and pay in store currency: Add options for your users where they can view and pay for products in their preferred currency (e.g., USD, EUR, GBP, JPY, or INR). This improves Conversion Rate Optimization by:

a) Increasing customer satisfaction and trust through convenience and transparency

b) Reducing cart abandonments and payment failures by eliminating conversion fees

c) Gaining new customers by reaching a diverse audience with more currency options

d) Differentiating your store with a superior shopping experience

Developers should also consider the price format of your target audience, product rates in the specific economic context, competitors' accepted payment methods, payment gateway fees, and the accuracy of currency conversion to effectively implement this feature, ensuring compliance with legal requirements.

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Improve Mobile Experience 

Enhancing the mobile experience boosts conversions by catering to the growing number of smartphone users. Improving navigation and purchase options on your website helps drive sales higher. To enhance the mobile experience:

a) Make everything responsive across all devices.

b) Optimise page load speeds.

c) Streamline navigational and checkout processes.

d) Opt for payment options that are mobile-friendly.

Test your site on different browsers and devices to ensure a better UX. This leads to a lower drop-off rate and improved user experience, ultimately raising your conversion rates.

24/7 Live Chat Support 

24/7 live chat support can increase conversions by offering instant help, resolving customer issues in real-time, and reassuring hesitant buyers until they complete their purchase. To implement this:

a) Use live agents for support or intelligent chatbots.

b) Emphasise live chat availability on key pages.

c) Train agents to provide personalised suggestions.

d) Keep responses consistent and well-informed.

Real-time support improves customer experience, keeps customers engaged, lowers bounce rates, and builds trust, which enhances conversions.

Offer Same-Day Delivery

Offering same-day delivery meets the demand for speed and convenience, facilitating quicker buying decisions. To provide this service:

a) Promote same-day shipping on your product pages.

b) Support fast fulfillment through logistics and inventory management.

c) Establish clear eligibility cut-off times.

d) Communicate delivery charges upfront.

Same-day delivery reduces cart abandonment and helps your store stand out to shoppers who prefer fast service.

Return and Exchange Policy

A clear return and exchange policy can boost conversions by reducing purchase hesitation, as customers feel reassured about their options if a product doesn’t meet expectations. To optimise your policy:

a) Keep your policy easy to find and simple to understand.

b) Make return costs and steps clear.

c) Highlight hassle-free returns prominently.

d) Offer flexible options like exchanges or store credit.

A seamless return process builds trust and encourages purchases by providing confidence that returns are hassle-free if needed.

Get Feedback from Customers

Improving your shopping experience by analysing insights to tweak offerings increases conversions by getting customer feedback. To gather feedback:

a) Use ratings and reviews on the product page

b) Leverage post-purchase surveys or follow-up emails

c) Work on negative feedback to improve your products or services

d) Display positive reviews to build trust

e) Listening to your customers ensures that the store is more attractive and conversion-friendly.

Write Effective Copy 

The reason copy sells is that it effectively explains benefits and convinces people to act. To write compelling copy:

a) Focus on major advantages and unique selling points

b) Include strong CTAs

c) Use natural language

d) Test different versions of headlines and buttons

e) Engaging and persuasive copy informs and convinces customers, boosting purchases.

Add E-commerce Chatbot 

Introducing an eCommerce chatbot can improve conversions by providing immediate and automated support, guiding customers through their buying journey. To implement a chatbot:

a) Set up a bot to handle repetitive queries

b) Use it for product suggestions

c) Enable 24/7 presence to connect with customers when they need help

d) Highlight where to chat with the bot

e) A good chatbot enhances customer experience, reduces drop-offs, and improves conversions.

Check out Social Commerce

Social commerce converts your audience directly on the platforms where they spend their time, allowing purchases to be made in-app. To leverage social commerce:

a) Connect with platforms like Instagram, Facebook, or TikTok

b) Use shoppable posts or in-app checkout options

c) Present user-generated content for social proof

d) Run promoted pins

e) This method simplifies the buying process and helps you reach customers in their preferred channels, boosting conversions.

Define Your Unique Selling Point (USP)

Creating a Unique Selling Proposition (USP) increases conversions by helping your brand stand out and letting people know what makes your product unique. To highlight your USP:

a) Display it prominently on your website and in marketing materials.

b) Highlight benefits that appeal to your audience.

c) Use it in product descriptions and ads.

d) Experiment with different USPs to see which drives engagement.

e) A strong USP sets you apart from the competition and persuades more people to choose your brand, leading to higher conversions.

Enhance Your Site’s Security 

Increasing your site's security boosts conversion rates by ensuring customers trust you and that all transactions are secure. To improve security:

a) Implement SSL certificates and secure payment gateways.

b) Display trust badges on key pages.

c) Regularly update security protocols.

d) Ensure compliance with data protection regulations.

e) Visible security measures reassure shoppers, reducing cart abandonment and increasing conversions.

Retarget Abandoned Shopping Carts

Retargeting abandoned shopping carts boosts conversions by re-engaging potential buyers who left items behind. To retarget effectively:

a) Send personalised cart reminders through emails.

b) Offer incentives like discounts or free shipping.

c) Highlight product benefits and create a sense of urgency.

d) Use retargeting ads across social media and Google ad platforms.

e) This approach recaptures lost sales and keeps your brand top of mind, driving more conversions.

Best Conversion Rate Optimisation Tools

These tools aim to provide a better user experience by learning more about user behaviour while analysings the site and identifying potential improvements. Below are some of the best CRO tools:

a) Google Analytics: Provides detailed views of traffic sources, user behaviour, and conversion paths to understand what's working and where changes are needed.

b) Hotjar: Allows you to observe user behaviour, understand what they want to achieve on your website, and gather direct feedback.

c) Optimizely: Determines the effectiveness of elements on your web platform and discovers what your audience responds to better with A/B testing.

d) Crazy Egg: Provides heatmaps, scroll maps, and A/B testing to help you optimise your page layout and user flow.

e) Visual Website Optimiser (VWO): This tool integrates A/B testing, heatmaps, and session recordings in a neat interface for all-around CRO.

Conclusion 

Conversion Rate Optimisation (CRO) involves enhancing your website's capability to convert visitors into customers. It is one of the most important and profitable strategies for any online business, as it can help you increase your sales, revenue, and growth. In this blog, we have shared 12 Conversion Rate Optimisation Tips that you can apply to your website today. By following these tips, you will be able to boost your conversions and achieve optimisation success. 

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