Getting traffic to your website is great. But if that traffic doesn’t convert, what’s the point? This article lists 20 quick ways you can improve your website conversion rate: getting your visitors to take action.

1. Clearly state the benefits of your product/service

Listing the features of what you’re selling is important, but it’s more important to tell your potential customers exactly how your product/service will help them or solve their problem.

2. Limit your form fields

In any of your forms, ask for as little information as necessary. You want to make it easy for people to take action, whether it’s signing up to your newsletters or making an enquiry.

3. Display testimonials

Testimonials generate social proof and credibility. Use them on your homepage and on product/service landing pages.

4. Create dedicated landing pages for pay-per-click ads

If you’re using Google AdWords or other PPC ads, send these visitors to a dedicated landing page (not your homepage!)

5. Incorporate calls to action (CTAs) into all pieces of content on your site

Whether it’s clicking a button, subscribing or reading a blog post, let you visitors know exactly what you want them to do next.

6. Add a guarantee

Include a guarantee with all purchases. This reduces risk for the customer, providing them with more trust in your business.

7. Get your visitors excited

Use emotionally-charged language and storytelling to get your visitors excited and eager to try your product.

8. Offer various payment options

Not everyone wants to use PayPal. Consider offering several payment methods to satisfy the preferences of all your potential customers.

9. Use high-quality images

Use professional-quality photos where possible. Using generic stock photos can send the wrong message about your brand, and won’t make you stand out.

10. Use CTA buttons rather than links

Buttons are much more obvious and clickable than text, especially when viewed on mobile devices.

11. Include a headshot

Don’t be afraid to include a personal headshot in your sidebar or near your CTAs. It shows that there’s a real person behind the brand.

12. Use pictures of smiling, happy people

It’s commonly believed that these types of images result in the highest conversion rates.

13. Include contact information

Give your customers easy confidence in buying from you by providing all of your contact information. You won’t believe how many websites just have an enquiry form with no contact details!

14. Match your text’s reading level to your audience

Using obscure language (or even language that’s too simplistic) can alienate some of your visitors. Readability Score is a tool you can use to make sure you’re matching your text to your audience’s preferences.

15. Keep your options concise

When facing too many options, people may become overwhelmed and avoid the decision. Be very clear about who your product is for.

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