4 tips to ensure your website converts its users

How your website performs can mean the difference between a successful campaign and one that doesn’t quite hit the mark. If your user’s journey through your website isn’t a pleasant one the chances of them converting through your website are significantly decreased. Your website is your most important online sales team member; so we’re sharing four top tips to ensure your website is at peak performance when it comes to converting its visitors.

Make sure your site is mobile responsive

Google’s various updates to their mobile-friendly algorithm since it was released in May 2015, prioritises web pages that are mobile-friendly in the search engine ranking pages (SERPs). What does this mean for your business? If your site isn’t optimised for the mobile user, you could be losing valuable traffic and conversions. Looking at how your users are accessing your site through Google Analytics, can help you identify just how many of these users are accessing it through a mobile device. If you’re not sure if your site is mobile optimised, you can run it through Google’s mobile-friendly testing tool to determine exactly how mobile-friendly the current design is.

Have a fast loading website

Google has given lots of attention to the speed of websites because it knows the speed of the site is important to the visitor and it should be important to you as the website owner.  Premium hosting is one solution to this as well as good page caching and optimised images.

2 tools that can help you decide if your website is loading quickly include:

• https://tools.pingdom.com/
• https://developers.google.com/speed/pagespeed/insights/

Make the user’s next steps clear

You want the user to complete a specific action on your website, whether that’s purchasing a product, enquiring about a service, or signing up for your newsletter – you need to make these actions clear. Gently guiding the user around your site with action phrases can help nudge them in the direction you want them to go. Some tried and tested persuasion phrases, according to Sprout Social include, ‘you’, ‘free’, ‘guarantee’ and ‘results’, amongst others. Making sure your landing pages are clear and jargon-free and have one clear action, can help increase your chances of a conversion.

Personalise your user’s journey

From simply greeting a returning user by their first name through a landing page, to sending automated emails with personalised content after they complete an action on your site, help make the user feel special. In fact, it was reported by Statista in 2015, that email copy with a personalised message had an open rate of 17.6%. Personalising your user’s journey through your site and cross-channel can mean better engagement rates and a higher chance of a conversion.