Happy 2024, fellow small business owner! Are you looking to start the year out fresh by boosting your website's performance and increase user conversions? You're in the right place! Improving website conversions doesn't always require a professional overhaul. With a bit of strategic thinking and these 10 DIY tips, you can enhance your website's effectiveness and turn those browsing visitors into paying customers.
1. Have a Clear Call to Action
For the non-techy folk, a call to action is that cute button that says "Buy Now", "Subscribe", or "Learn More". In short, users on your site need to know what you want them to do in order for them to do it. We often hear 'well I want an informational site!' Well, of course you do! But, you also want those visitors to use that information to make a decision, whether it's buying something, reaching out to you, making an appointment, or making a donation. This call to action is critical for a conversion to even have a chance at happening, so make sure that it is crystal clear for your users!
2. Simplify Navigation
This might seem straight forward, but it might be a little more complicated than you think, depending on your site. And, depending on how your site is organized it might take a little work. Basically, you want to make sure that someone looking through your site will intuitively know where to find information on something. Do you have an explanation of services under your 'About Us' section, or is it under its own tab? Do you have your Events hidden on your Home page at the bottom, but not showing in your navigation? If you want people to attend those Events, they need to be able to easily find them! Streamlining your website's navigation can absolutely increase your conversions - The easier it is to browse around, the less likely someone is to leave your site because they can't find what they're looking for.
3. Optimize Page Load Speed
Let's face it: We live in an instant gratification society. When we need something, we need it yesterday, and websites are no exception! Speed matters. Speed is one of many parameters factoring into SEO, but did you know that if your site loads slowly it can cause users to immediately move on to another site?! Check out
PageSpeed Insights for a complete breakdown of your page speed and the opportunities you have to improve it. You can also optimize your website's performance by compressing images, minimizing unnecessary elements, even considering where larger files or videos are placed so that their effect on load speed is minimized. A fast-loading site is the foundation for giving users the opportunity to convert.
4. Mobile Responsiveness
In 2022, mobile e-commerce was responsible for 387 billion USD in the United States according to
Statista. In a day and age where mobile devices are always within an arms reach, it is more important than ever to know that your business shows up properly on them. Google has increasingly prioritized mobile-friendly websites in its SEO ranking algorithms, which emphasize load speed on mobile devices and user experience. In fact, Google has stopped using the technology for crawling desktop sites altogether as discussed in
SearchEngineLand's recent article. The Bottom Line: Websites that offer seamless and optimized experiences on smartphones and tablets are more likely to receive favorable rankings in Google's search results... but it's not just about the ranking. Your potential customers need to be able to see and understand your business on a mobile device. It is critical that your website is responsive to different device sizes and that it looks and functions optimally. I would further venture to ask: How does your website look on a tablet? How about a wide screen desktop? How about a phone turned horizontal? The more responsive your site is, the better.
5. Compelling Content
Content is the core of your entire website and ultimately your business's identity. If you want your users to understand what it is that your business offers, you need to have thoughtfully written content that ultimately addresses the needs of your user. What is content, you might ask? Content is literally everything written on your website, from your titles and headlines to the details in the footer of your page, to every paragraph you write in between. Make sure you answer questions that your audience might find you to be the solution for. Share your own unique spin on a hot topic relevant to your business. Offer VALUABLE information that people will find it worthwhile to sit down and read. High-quality content not only engages visitors but also can boost your site's search engine ranking.
6. Social Proof
Showcase customer testimonials, reviews, or case studies to build trust with your potential customers. Pull your Google my Business reviews right onto your site, or highlight your best reviews in a fun spotlight on the main page of your site. Social proof is a powerful motivator for potential customers and can significantly impact conversion rates. If someone is on the fence about purchasing, seeing how other people in their shoes felt about their purchase might just tip the scales.
7. Use High-Quality Imagery
Visual appeal matters. Sometimes investing in high quality images for your brand is necessary, but in today's day and age stock images and AI can go a LONG way. All things considered, you want the images on your site to genuinely represent what clients will see and experience when they experience your business or store front. If customers get two different feelings when they go to your website and then go to your business... that's not great. Crisp, clear visuals contribute to a positive user experience. Additionally on the e-commerce site of things, clear video and image representation of products leads to higher conversions. Have you been seeing more and more videos on websites actually demonstrating a product being used/worn/etc? This is because conversions are higher (and returns are lower!) when a potential customer knows exactly what they're getting.
8. Opt-in Forms
If your goal is to capture leads, or to improve conversions, optimize your opt-in forms. Keep them simple, request only essential information, and consider offering incentives to encourage sign-ups. Not only do your incentives improve conversions (for example if you offer a discount by signing up for your email list), but the email drip often leads to improved conversions down the line from potential customers building trust with your brand through seeing your email marketing! According to
OptinMonster, who highlights some GREAT email marketing stats on their site, mentions that shoppers actually spend 138% more when marketed to through email, in comparison to customers who did not receive email offers. Simply put, start an email list, and have a link to join it front and center on your site!
9. Understand - and Simplify - your Customer Journey
When it comes down to it, understanding your customer's behavior will be critical for improving conversions. What do they come to your site looking for? What did they search for on Google, or how did they find your site? What information are they going to seek out on your site? Where might they get 'stuck' on your site and navigate away? Using tools like Analytics, heatmaps, and A/B testing can be useful in understanding what your customer's journey looks like, and ultimately why they decide to buy (or decide to leave your site!)
10. Adjust, Monitor, Control
Leverage analytics tools like Google Analytics and Google Search Console to gain insights into user behavior. Track key metrics such as bounce rate, conversion rate, and user flow to make informed decisions. Google Search Console can not only help you make sure Google has the most up to date information on your website, but can also help you understand what users are searching for when they find (and hopefully click on!) your website. By collecting and interpreting this information, you can make tweaks to your website that can help users have an easier time understanding your product or service, and ultimately an easier time becoming your customer.
Improving website conversions doesn't always require a complete overhaul. By implementing these DIY tips, you can create a user-friendly, conversion-focused website that can continue to serve you for the long haul of your business. Remember, the key is to continually analyze your site's performance, stay attuned to user feedback, and be ready to adapt as needed. If you ultimately decide that this is just a bit too much DIY for you, we're here to help!
Happy DIYing!
