14 Simple Website Changes That Increase Conversion

by 31 10/11/2011

Mark Twain once remarked:

The difference between the right word and the almost right word is really a large matter — it’s the difference between a lightning bug and the lightning.

Similarly, it’s remarkable how the simplest of changes to a website can amount to a large matter.

We asked our Crazy Egg Marketing Experts what simple changes they have made that caused dramatic increases in website conversion.

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I added an email opt-in form at the bottom of every blog post (in addition to the form at the top of the page). I got 40 new subscribers overnight.

This has continued to be a great way to generate new readers and followers.
~Jeff Goins, Writer

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The first simple change is usually “Uncovering the Lead.” This involved finding the real value proposition, the “what’s in it for me” that is usually buries in the copy or in the site, and making it the headline or offer.

This applies to all kinds of pages: landing pages, home pages, product pages and category pages.

The pain for my clients is that the WIIFM (What’s in it for me?) is usually more specific than they like. Visitors love specifics. This means that you will be letting some visitors leave disinterested. The goal is to create a net win for the business.
~Brian Massey, Conversion Sciences

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Creating city specific landing pages instead of using on catch-all landing page that targets the one big city in the metro area we’re advertising in. People like seeing their city name on the landing page. The conversions have been significantly higher on these city specific landing pages compared to the one for the big city.
~Adam Kreitman, Words That Click

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Tweaked the content on my blog. I went from a very narrow topic [web writing] to a very broad and even personal slant [writing stories]. More comments, more subscribers and more spread over social media.
~Demian Farnworth, The Copybot

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Putting a strong call to action button above the fold to get impulse buyers (and the scanners and skimmers on my web page) to take action promptly. It gave me a 60% boost in inquiries and fully a third of those clients became paying customers or referred someone else.

When you not only include a prominently-colored call to action button, but couple it with “action” words (get/download/read more, etc.) and let the person know precisely what will happen after they click, you’ll see a significant difference in your click through rate.
~Sherice Jacob, iElectrify

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Normally, we implement a series of changes gradually for our clients, but I would say that the most common simple change that almost always increases conversions is to restructure the layout.
~Naomi Niles, ShiftFwd

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If a website is not using landing pages for their PPC campaign, create landing pages that are tailored to the ad groups or campaigns that are running. It is rare this will not provide an immediate jump in conversions and ROI.
~Aaron Stevens, Moosylvania

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If content on a page is long and falls below the fold, reiterate the call to action near the bottom of the page, but above the footer.
~Christopher Long, The Loud Few

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The most simple change I’ve made to increase conversions was adding an e-mail opt-in form underneath blog posts to capture subscribers. My site was going through a period of time with very few people signing up, and this change immediately increased the number of sign ups.

It also makes sense when you think about it. If someone reads the entire post and makes it to the bottom, there’s a good chance that they like what they’ve read and would be interested in subscribing. If the opt-in box is only at the top of the sidebar, they have to scroll back up to subscribe. A subscription box at the end of the post makes it easier for the reader and is a great way to increase conversions.
~Joseph Putnam, Blog Tweaks

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In the Magento shopping cart, the default button on a product listing page says “More Info”. I’ve found that by changing that button to something like “More Info & Pricing” gets people to click through more often. This is particularly true on bundle and grouped product listings.
~Will Hanke, Where Is My Business?

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One simple change that we’ve seen help improve conversions is focus. Identifying the concrete purpose of each page of a website has helped us to focus everything on achieving a successful conversion for that particular page. Such an approach has implications for the way we approach everything from design and development to the content we create for a given page. If we know the purpose of each and every page on a website that we create, we can focus our efforts on making sure that a visitor to the website will as well.
~David Hartstein, Wired Impact

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The simplest and most impactful change I’ve seen for conversion is defining and reserving the call-to-action (CTA) colors. There’s no magic color as some may suggest, but there is color logic. In order to stand out, the CTA color should be opposite the dominant site color on the color wheel. In other words, red CTA for blue sites, orange CTA for green sites, and so on. (Always test to be sure!) This color must ONLY be used for CTA to ensure it always adequately stands out on the page. Defining a secondary CTA color (within 10 minutes of the primary CTA on the color wheel clock) is necessary if you’re presenting multiple actions to proceed like “Add to Cart” (primary) and “Add to Wish List” (secondary).

(Note: CTA refers to the action that moves the user forward. Actions that move the user backward should use colors neutral to the site color pallet. If “Continue Shopping” and “Proceed to Checkout” are presented, only “Proceed to Checkout” should get the CTA color while “Continue Shopping” should have a neutral color.)
~Angie Schottmuller, Interactive Artisan

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One of the simplest things I did to increase conversions with my eBook on blog post promotion was to take the sidebar off of the page. It isn’t as good as having it on its own separate sales page off-site, but it has made a difference as people only have one call to action to focus upon instead of my subscription boxes, advertisers, and other sidebar items.
~Kristi Hines, Kikolani

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Adding white space and breaking up the content. Reading large blocks of text turns people off almost immediately, it’s hard on the eyes. So break it up into small, consumable chunks and people will be more inclined to continue reading and respond rather than click away.
~Cori Padgett, Big Girl Branding

Your turn.  What simple website changes have you made to increase conversion rates?

Image courtesy of veggiefrog

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31 COMMENTS

Stephanie Robbins

Put the pricing upfront. Anything looks like you are hiding something and iritates the customer.

October 11, 2011 Reply

    Russ Henneberry

    Good suggestion. Pricing information is definitely worth testing.

    October 12, 2011 Reply

Wasim Ismail

Using right colour schemes on the site will also have an impact on the conversion, especially on the banners and call to actions. Study what your visitors react to, test few different colours, and stick with one that works.

October 12, 2011 Reply

Lucía

Great post! Thanks for your advice.

October 25, 2011 Reply

    Emilie

    [...]1. Prendre en ctmpoe les micro-conversionsIl est toujours bon dans le Web Analytics de prendre en ctmpoe des indicateurs autres que le taux de conversion pour mesurer la notion de “engagement” de vos visiteurs. Avinash a d’ailleurs écrit un très bon billet sur cette question. Sur ce blog, je mesure comme micro-conversions un clic AdSense (plus pour le défi que pour les thunes), un commentaire laissé, une inscription au flux RSS et une inscription par email. En leur assignant une valeur monétaire incrémentale en fonction de la valeur que chaque action a pour moi (en l’occurrence, de manière complètement symbolique), je peux me faire une idée comparative entre plusieurs sources de trafic en comparant le “Per visit goal value” ou voir quelles pages ont la plus grande valeur en comparant leur “$ Index” (XiTi propose un indicateur de ce type, mystérieusement baptisé – à mon sens en tout cas – “Quotient Comportemental”).[...]

    February 8, 2012 Reply

Brian

For my ecommerce store I made the shipping prices loud and clear on all my pages. It quickly boosted my conversion funnel, as my customers were well aware of the shipping cost prior to getting to that point in the transaction.

October 27, 2011 Reply

    Russ Henneberry

    @Brian — Wow. Interesting Brian. You don’t see this kind of transparency very often in eCommerce shopping carts. Although I have noticed Amazon doing more of this lately.

    October 28, 2011 Reply

    Douglas

    [...]Daarnaast is het blrjngeiak om van te voren goed de succesvariabelen van de landingspagina in kaart te brengen. Wanneer is de campagne eigenlijk geslaagd? Dat gaat verder dan alleen naar de uiteindelijke conversie, de aanschaf, de boeking, de afspraak etc. te kijken. Let ook goed op de zogenaamde microconversies (Avinash Kaushik heeft hier een goed artikel over geschreven). Acties waarmee bezoeker aangeven geïnteresseerd te zijn in je product of dienst en geen toevallige passant te zijn. Microconversies zijn bijvoorbeeld het maken van een premieberekening (verzekering), het checken van prijzen en beschikbaarheid (travel), het bekijken van een demo, het downloaden van een PDF bestand of het lezen van uitgebreide informatie.[...]

    February 6, 2012 Reply

Chris S

Simple changes like “Restructure the layout of your website” and “creating landing pages that are tailored to the ad groups or campaigns that are running”.

lol- really simple changes…

December 7, 2011 Reply

    Russ Henneberry

    The most effective changes are usually the most simple. Thanks Chris!

    December 7, 2011 Reply

jonathan

This is great info. I tried many of them on my site www. That defotografosyfotos.com and the one that worked best was to add the subscribe button below the posts. Thanks!

January 10, 2012 Reply

Theresa Wagar

One significant improvement I’ve seen is for local website clients is to add the phone number and directions prominately above the fold. Another was to include an online sign up form for appointments. Loved these ideas too

January 10, 2012 Reply

Karen

Great post – and discussion. Lots to think about.

January 10, 2012 Reply

Rakesh

Nice article

January 10, 2012 Reply

Tushar Purohit

Really nice articles for increasing conversion on the website, the points that i always thinks of but never have a complete course of action, From this i assume me to explain the effective conversion to my clients.

January 11, 2012 Reply

Robin Jennings

I find city specific pages really work in targetting your local client base. Much easier competing with a few than everyone.

January 16, 2012 Reply

Andrew

Great list here. Another change I would suggest is adding video to your site. At http://videorascal.com we’ve seen users increase their conversion rate by 80%.

May 16, 2013 Reply

Ritu

Nice tips,keep experimenting.

March 3, 2014 Reply


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