As an SME you likely put a great deal of effort (and spend a lot of money) into getting traffic to your website. But once you’ve got those visitors, you need to ensure that as many as a possible convert, whether that relates to making a purchase, signing up to a newsletter, or contacting you directly.

There are many ways to boost your conversions – techniques often grouped under ‘conversion rate optimisation’ (CRO) or ‘user experience’ (UX) testing. Some of these techniques are surprisingly straightforward and quick to set up.

Here at Brainbroker, we’ve whittled the many conversion boosting techniques down to 10 of the most important.

1. Make your ads as specific as possible

OK, this one crosses into the ‘getting traffic’ step, but it’s very important to get right. Setting up AdWords or Bing ads can bring in a lot of traffic, but you need to ensure each ad is highly relevant to the search terms used, and to the product or service on offer. Ideally, your ad headline will relate to a specific product, triggered by specific keywords. For example, variants of the key term “blue sprocket model AA1” should trigger an ad like “Order Blue Sprocket Model AA1”. If visitors don’t see what they want quickly, they may go (or click) elsewhere.

2. Relevant landing pages

This ties into writing specific ads. Specific ads or ad groups should link to landing pages that closely reflect the intention of the visitor (i.e. their search query). In the example above, the ad would link to a page about the Blue Sprocket Model AA1. You may need to set up dozens of landing pages (and ads) depending on how many products or services you offer. But your hard work will pay off with more conversions. Another big benefit of highly relevant landing pages is that your Google Quality Score will improve, which means Google will show your ad more often because it thinks it’s more relevant to visitors’ search queries. It also means your ads could be placed higher and cost you less.

3. Effective calls-to-action

On landing pages or any other page where you want a visitor to do something, you should provide clear calls-to-action. These might include:

  1. Buy Now
  2. Contact Us
  3. Request an Appointment
  4. Download Now
  5. Sign Up to Our Newsletter

Make sure people immediately know what to do when they arrive on your site, or they could hit the dreaded back button.

4. Keep conversion elements above the fold

Ensure headlines, calls-to-action and conversion elements (buy now buttons, etc.) are above the fold – this means they are visible as soon as someone lands on a page (and they don’t need to scroll down to see them). Test your pages for desktops, tablets and, perhaps most importantly, mobile (everyone’s looking at one now, in case you hadn’t noticed). Keeping things above the fold streamlines the conversion process for your customers.

5. Get to the point with your copy

People live busy lives and don’t want to read swathes of copy bejeweled with fancy words. Tell your visitors exactly how your product or service will help them, using simple, clear language. The headline is the most important attention grabber: make it short and punchy, with clear reference to how the offering will benefit the visitor.

customers conversion rate

6. …Emphasise the benefits of your products or service

You should clearly list the features of your offering, but you should also emphasise precisely how they will benefit your customer. After all, people want to know ‘what’s in it for me?’ – be sure to tell them straight away!

7. Live chat

A study by Econsultancy revealed that people prefer using live web chat over email or phone. Web chat is popular because visitors can get the answers they need quickly while accomplishing other tasks online. This kind of excellent customer service could put you ahead of the competition. Indeed, 31 percent of online shoppers say they would be more inclined to buy a product or service after a web chat.

8. Use testimonials and reviews

Sounds kind of obvious, but people prefer to buy something if they know others were happy with it. Be sure to put glowing customer praise on your landing pages – ideally above the fold (see above). Using a third party system that displays verified customer reviews adds to the authenticity of a product or service. And if you’re a small business new to an industry, reviews from services like Trust Pilot show you are legitimate, and hopefully, that your offering is of the five stars variety!

customer reviews

9. Use as few fields as possible on sign-up forms

Customers don’t like filling out huge forms – it takes time, it’s boring and people are more wary about giving away personal information these days. Increase newsletter and account sign-ups, and even sales themselves, by simplifying and streamlining your forms. If you do need a substantial amount of information, try to separate it across two or three pages.

10. Consider A/B testing

A/B testing is a digital marketing technique that involves sending a source of traffic to two or more different landing pages. These pages may feature different headlines, copy, calls-to-action, images, colour schemes – and various other elements. Testing one element at a time is the most accurate approach (e.g., testing four pages which are identical except for the headline). Over time, you may see that certain page designs prompt more conversions that others. A/B testing takes longer to set up than other approaches in this article, but when done well can deliver huge pay-offs.