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E-Marketing Performance Blog

4 Extremely Simple Things High-Converting Sites Do Differently

conversion techniques

When you study high-converting websites across varying industries, it becomes clear that they do the little things right. They understand how important it is to identify key user behaviors and act on them. Do you?

4 Conversion Techniques You Need to Use

One of the biggest mistakes even the biggest businesses make when building websites is choosing designs based on what they think looks “best.” While aesthetic appeal certainly plays a role in a website’s success, it goes much deeper than that.

If you want to have a high-converting website, you need to be much more strategic. Here are some simple techniques you can use to get there:

1. Make Your Value Proposition Clear 

From the moment a visitor lands on your website, they should know exactly what your company does and what sort of value you offer them as customers. There are numerous ways to do this, but high-converting sites recognize the importance of a clear value proposition.

A value proposition is short and concise, yet highly relevant. A good example would be Buffer. On the homepage, the value proposition is quite clear: “Save time managing your social media.” Even if you have no clue what products or services Buffer sells, this single sentence makes you want to find out.   

clear value proposition

Developing a value proposition is something that may take some time, but all of the hard work and effort will be well worth it on the back end. This guide from conversion expert Peep Laja has some actionable advice on the topic. 

2. Offer Something for Free 

People love getting things for free. Sometimes it doesn’t even matter what it is. The mere fact that it’s free gets people excited.

There are many different ways you can leverage the power of free. It all depends on the industry you’re in and the products you sell. Take the Rowdy G. Williams Law Firm as an example. They offer free case evaluations – often with same day appointments available – as a way of taking away reservations and making it easier for clients to reach out.

offer something for free

You might have the option to offer a free eBook, complimentary product sample, or free shipping. Whatever it is, zero in on this opportunity and plaster it all over your site. 

3. Use Video on Your Homepage

 Video does what no other content medium can: It combines multiple sensory elements that connect with the user and make them feel very specific emotions. When used on the homepage, video can have a significant effect on conversions.

The thing about homepage video is that it can be helpful or distracting. Sometimes the best thing you can do is use a simple, muted background video – as in this example from Alaska Tours. This allows you to enjoy the benefits of video without the drawbacks. 

video on the home page

4. Present Guarantees to Remove Risk 

Today’s consumers are particularly risk-averse. There are so many different choices available online that the thought of selecting the wrong one is paralyzing to many shoppers. One way you can inflate your conversion rate and bring in more satisfied customers is by presenting guarantees on your website.

The Keep It money back guarantee from Onnit is a great example.

guarantees for higher conversions

The satisfaction guarantee helps first-time customers trust the brand and feel less susceptible to being duped. You might not be able to offer a full money back guarantee, but any sort of promises you can make will help your conversion rate. 

Give Your Website a Boost 

Whether you’re an ecommerce company or a brick and mortar business, your website is one of the most visible aspects of your brand’s image. It’s also one of the most valuable, in terms of driving customers closer to a purchase. Having said that, you should be pouring as much energy and focus as you can into boosting your website’s conversion rate. You won’t regret it.

Anna Johansson

Anna is a freelance writer, researcher, and business consultant from Olympia, WA. A columnist for Entrepreneur.com, iMediaConnection.com and more, Anna specializes in entrepreneurship, technology, and social media trends. When she isn’t writing, she’s outside on her bike and contemplating her eventual trip to graduate school. Follow her on Twitter and LinkedIn.

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