In this website conversion guide you’ll discover several practical techniques you can use to increase your website conversion rates!
The goal of these techniques is basically to turn more of your website visitors into subscribers (leads), and customers (sales). Most of these techniques are pretty straight forward.
Some of them can be used on any type of website. It doesn’t matter if it’s a sales letter, optin page, blog…
But there are specific techniques that are best suited for certain kind of websites. For example testimonials will increase your conversion rates, and they’re especially important for your sales letters.
You’ll also find a list of tools to help you monitor, track and improve your website conversion rates.
You can use the table of contents below to jump to a certain section or specific technique in this free guide.
Every website is trying to convince a visitor to take a particular action. Typically that action is either to optin to your list (so you get subscribers), or to buy a product (so you get customers).
For example if we have an optin page, we can use some specific website conversion techniques to improve the page so much that more of the website visitors subscribe.
There are several website conversion techniques you can use to increase the number of visitors that take the particular action we want.
In this guide you’ll find general techniques that can be applied to pretty much any website. And you’ll also find other techniques that are specifically used on certain kinds of websites for example sales letters or blogs.
We can calculate precisely how many visitors are taking the action we want them to. This is known as the website conversion rate.
The term website conversion rate refers to how many people are taking the action we want them to take… and there’s a simple formula to calculate this.
Knowing your website conversion rate is important in some cases. For example if you’re using paid traffic (e.g. Facebook Ads) and you have a sales funnel you can make adjustments to your sales copy or pages to increase the conversion rate. And when that happens (even if it’s just a 1% increase) it can turn a ad campaign (e.g. a Facebook Ad) that’s loosing money or not making any profit into a break even or a profitable campaign.
There are many tracking and analytic tools that can help you know all these numbers when you’re using paid traffic.
A sales funnel is an important component for any business to get a constant stream of fresh new leads (which is vital). So I’ll mention sales funnels several times in this guide.
Here’s how you calculate your website conversion rate.
You simply taking the number of conversions (actions, for example the number of new leads or new sales) in a specific time frame (for example 1 month from January 1st to January 31).
Then divide that by the number of total unique visitors to your site during the same time period.
For example, if you had 50 conversions on your sales funnel one time offer page out of 1,000 unique visitors from January 1 to January 31, your conversion rate would be 5%, since 50 ÷ 1,000 = 5%.
If you’re using a sales funnel these are the recommended conversion rates to aim to get:
At first you want to have about 20% conversion rate on your opt-in pages and a 1% conversion rate on your “One Time Offer” sales letter.
But you can increase those conversion rate numbers until your optin-page gets around 40% to 50% conversion rate, and at least 1.5% to 3% conversion rate on your sales letter.
Let’s discover several techniques that you can use to increase your website conversion rate.
Almost (but not all) of these techniques can be applied to any kind of website, for example your content website, opt-in pages, sales letters, etc. But you’ll know if a technique doesn’t apply to a specific website, and I’ll tell you.
I recommend you apply some or all of these techniques even if the result won’t be perfect the first time! Your goal should be to get things done as good as possible, to progress and improve not to be perfect.
Taking action is the key to see results. Perfectionism can slow your progress and waste time. That’s an important lesson I learned.
Remember that no business is perfect. And later on as your knowledge, abilities and skills improve you can always tweak, modify and change things to make them better. For example my website was not always like this, in fact even the domain name was different – it was ‘StraightMoneyTalker.com but I realized it can be better, so I changed it.
Now let’s discover how to improve a website’s conversion rate with the following techniques… If you need to ask me a question about one or any of these techniques you can leave a comment below this article.
I chose the color green because green is associated with money.
If you’re doing business in the gardening niche green is also a good color, because it’s also associated with nature. Red is associated with power and energy. Yellow with kids and fun. Google this keyword “color meaning” and you’ll find several websites explaining the different meanings of colors.
As your prospects start to see the same color used throughout your website they’ll start to associate that color with you. It’s basically branding.
So pick a color and keep using it. Try to incorporate your main color in as many things as you do e.g. in your product images, logo, headline color, backgrounds, etc. The more often you use it the quicker your visitors associate that color with your business.
Your business will also be perceived as more professional if pick and use always the same color.
On any kind of website you have use your primary color (for example red) for headlines and optionally subheadlines and other headings… and use always black for body text. You can use a second color from time to time if you really need to.
Every business needs a steady supply of fresh new leads. And the best way to get leads is to build a sales funnel. Then drive traffic to the funnel using a paid traffic source such as Facebook Ads.
You can optimize the pages of your sales funnel using the techniques in this guide until your Facebook Ad campaign breaks even or becomes profitable… When that happens you’ll basically get fresh new leads for “free” or at a profit.
If you have a sales funnel make sure all the pages (optin, tripwire, OTO, thank you pages, or whichever you’re using) are using the same color at least for the following elements:
For an actual example see my own sales funnel pages (click images to see them larger)
This kind of sales funnel has 3 pages plus the thank you pages. Even the thank you pages use the same main color, which is green.
Notice how I use the same green color for all headlines and subheadlines on all pages. Event he font sizes and styles are the same.
In this way your customer won’t get confused. They’ll know they’re on the same website. A confused customer will leave your website and find another one.
Notice how I use the same or a very similar shade of green for background colors in some sections. You don’t want to use a red background color on the money back guarantee on one page, and a blue background color on the money back guarantee of another page.
Order/Download buttons should also be consistent with each other. They should have the same color but not necessarily the same button text or size.
But keep in mind that order or download buttons should have a color that contrasts with your main color. This means if you’re using green for headlines, subheadlines and backgrounds, consider using a light blue for the buttons.
Because if you make the buttons green they’ll be practically invisible, they won’t look like buttons. If you use a contrasting color they will stand out.
Notice how I use a light blue in my sales funnel.
For the button text consider using something other than just “Buy Now” or “Subscribe”. They’re too common and boring, here are some good examples:
You can also use your main color in your product and bonus product images, but that’s optional.
Use a maximum of two different colors on any website. A main color, for example green (for your headlines and optionally subheadlines and other headings), and an additional color (for example light blue) that can be used only when you really have to.
There are many tools to capture the name and email of your website visitors and build a list. I personally use a plugin for WordPress called “Layered Popups”.
These unblockable “popups” are known as lightbox popups, exit popups, on click popups, floating bars, welcome mats, slide-ins, sidebar forms and more.
And you can set them to load when a visitor scrolls a percentage down your page, or after a specific time has passed, or from the top or bottom. There are a ton of different options.
The type of popup you use (and the way it loads) depends on the type of website you have. For example on a sales letter you shouldn’t use inline forms. This is a basic form (name and email box with a submit button) that appear on the page. An exit or timed “popup” works best.
On blogs on you use an inline form on your sidebar.
In your sales funnel pages, your tripwire, one time offer or any other sales page shouldn’t have any “popup”. In a sales funnel your landing page (the 1st page of the funnel) will collect the leads.
On content rich sites like blogs you can have more than one “popup”, perhaps an inline form on the sidebar and a floating bar at the bottom.
If you’re just getting started, which means you’re only getting very few visitors or leads a day, keep things as simple as possible. This means use just one “popup”.
Once you’re collecting the name and email address of your prospects (leads), you need to give them value… you can use the proven email marketing strategy that I explain in my other guide.
And that is probably one of the most important things you can do to increase your conversions. Because if you give lots of value that will really help people, it’s inevitable that they’ll start to like and trust you… which means they’ll buy the products you recommend (when they need them).
Your list of prospect have problems, issues and concerns and it’s your job to help them.
Nowadays it’s normal and recommended that you send a daily email.
In each email you don’t have to write an article. Imagine you’re sending the email to a friend, and in it you’re sharing something you really think is valuable to him or her. This could be a link to an article you wrote, a very useful trick or technique you know he/she will find use, a link to a video they’ll find valuable, a tool you use often, etc.
The email doesn’t have to reveal a secret… or share some inside information… all you have to do is share something you really know is valuable to your prospects.
In your emails you can promote other people’s product, if you really think that product is going to help them. And you can join their affiliate program.
Aweber is the recommended autoresponder service to use, until you reach 50,000 subscribers. It’s still has the best deliverability rates, according to trusted sources. And if you want more advanced features consider integrating Aweber with Aw Pro Tools. I use both tools for my business.
How To Find Out What Your Prospects Want
In order to give them valuable content you have to know what they truly want. To find out do in-depth research to discover your prospect’s problems, wants, and needs. You can use forums and social groups like Facebook groups to start this research. Google “your niche forum”, e.g. model trains forums or golf forum…
In their discussions you can find out what they want, what problems they have, what solutions they need, etc. Consider searching also Quora. Type your niche keyword in the search bar to find out what questions they’re asking.
Another useful tool is Answer The Public – type your keyword to see related questions that your prospects are asking.
You should also have at least a general idea of who they are, just to get a sense of who you’re talking to in any of your communications (emails, articles, videos, ads, sales letters, etc.)
Try to figure out:
Are they married or single?
What do they do for a living?
What is their yearly salary?
What’s their age?
Where are they from?
Are they mostly male or female?
Create Epic Content
Your emails can link to articles or videos that you put on your website. In fact you should have some kind of website that you for the primarily reason to add content to it.
These articles should be epic.
Epic content is an article that’s about 3,000 words. But more importantly it shares a lot of value. It’s detailed rich and thorough. It truly helps your prospects. I’ve created another guide about creating content…
Not everyone likes to write. You can make videos or podcasts if you prefer that, and you can then transcribe them into blog posts.
A 1,500 word article that doesn’t provide any real value isn’t going to help your prospects. And therefore they’re not going to help your business.
Epic content will show your prospects you’re an “expert”. You know what you’re talking about. You truly and genuinely want to help them.
When they read your epic content and like it they’re going to subscribe to your list, or become your customers. In other words epic content will increase your website conversion rates.
How To Get Content Ideas
You can use BuzzSumo to find the most popular and shared content within your niche. Then write similar content but over deliver in value.
For example there’s a popular article: “Knitting Linked To Reducing Depression, Anxiety And Chronic Pain, Report Reveals” but it’s just 753 words. You can easily write a similar article and add more content to make a 2000-3000 word article.
Another method to get content ideas is at EzineArticles. Since I love cats let’s use the cat niche as an example. There are over 50,000 cat articles:
After a quick look at these articles I discovered topics like:
Overweight Cats Cat
Aggression Between Cats
Recognizing Pain In Cats
Helping Cats Get Along With Each Other
Interior Decorating For Cats
Caring for Re-homed Cats
Cat Bad Breath
Understanding Cat Language
These could all be topics for new content (articles, videos, etc). You can also contact the top authors that have a lot of articles for a possible interview that you can then put on your website, if you’re the type of person who’s very comfortable doing that.
Rank Your Content In Google
Finally I would suggest that you use search engine optimization techniques on the epic content you create. This is something I do on my own content as well. I’ve learned a specific technique to create “SEO Silos”, and you can learn it from this video or in my other seo guide.
Favicons are those small (16 by 16 or 32 by 32 pixels) images you see in your browser tabs and in bookmarks next to the website title. Here’s an example for Nasa, they’re using their logo as the favicon image:
Previously we mentioned branding using color, your favicon image is another place you can use your main color.
Ideally use your logo as a favicon.
How to create a favicon?
Once you have an image find one of the many favicon generators. You basically upload the image and they give you the favicon icons.
To design a favicon you can hire someone from Fiverr.
Using your favicon in all your websites is another form of branding.
Nowadays switching to https:// – also known as SSL is a normal thing to do, and you should use it on all your websites. This assures your prospects they’re on a secure website.
The process to switch your website to SSL is not free and a bit technical. If you have just one website it can be just $30 a year.
If you’re just starting out, perhaps without a website or sales funnel… and you’re still very unsure or unclear on many things then you can skip this one. There are far better things to do…
Your web hosting provider can help you do this.
This is an easy technique. Show them you’re a real person that has nothing to hide. You can place your physical address on any website you own, at the very bottom of the pages.
In additional you can embed google maps on your “contact us” pages, it will display your actual street location. That has the added benefit that they can actually verify your address.
It’s critical that you earn your visitors trust in order to persuade them to subscribe to your list and become your customer.
And adding your own photo on your website is a great way to connect with them. And they’ll know who’s the actual person behind the website.
You can add your photo on any type of website.
Another way to connect with your audience (which is another way of saying your prospects or website visitors), is to put your content on videos. You’ll show them you’re an actual human being…
Your prospects will see you talk directly to them. And even if you make screencasts or powerpoint presentations and they can only listen to you it’s a very powerful way to connect with them.
Not everyone feels comfortable making videos. Some, like me prefer to write. If that’s you then you don’t have to make videos. Focus on your strengths.
These are small banners or icons that are proven to give your website visitors a stronger feeling of trust and security. That’s because they’re like a recommendation from a third party company for example Norton, that your website is safe and secure.
Web seals you get from popular sites like Norton, McAfee, etc. work better because people recognize those companies. But they’re also more expensive.
Some, but not all of the Web Seals scan your website to ensure you have no malware, viruses, phishing attacks or other malicious activities. These webseals should be placed on sales letters or order pages. That’s because on these pages you’re asking your prospects for their sensitive information (credit card…).
The web seals that don’t perform any scans can be placed on any other website.
If you’re going to invest in a web seal that costs quite a bit of money you can split test (A/B test) to know for sure if it’s actually increases your conversion rate or not. Split testing is explained in more detail in a technique further down.
If you’re just starting out, perhaps without a website or a sales funnel. Or you’re unclear about a lot of things… just skip this technique. It’s not free, and you don’t really need it until you’re getting a lot of traffic!
Their are two major types of webseals, Trust Seals and SSL Seals. You get SSL Seals when you actually secure your website with an SSL certificate. SSL certificates will allow you to use https://.
Where to get them and which are the best ones to use?
According to a survey Norton was shown to be the seal which gave customers the best sense of trust when purchasing online with 36% of the votes.
McAfee is a clear second with 23%.
The TRUSTe and BBB Accredited seals are at a tie for the third and fourth place, both with 13%.
Thawte comes in fifth.
Finally Trustwave, GeoTrust, and Comodo, share 6th, 7th, and 8th place at 3%.
Here are the links to get these web seals:
Use between 1 to a maximum of 3 webseals on any page (or every page) of your website. Ideally place them in the footer/bottom section.
You need to have a content website that you’ll update regularly with new articles or videos (whichever you prefer). Here are some examples on how to make your content website easier to use…
Remember make everything as easy as A, B, C and your prospects and customers won’t become confused and frustrated…. and they’ll enjoy using and learning from your website.
This technique doesn’t apply to sales letters.
Above the fold refers to that section of your website that’s visible when a page loads, without scrolling down.
In that location you need to have, somewhere, an optin box to capture their name and email. You want to instantly show them you have some value that you want to give them for free. This could be an ecourse, free report, a free video, or whatever else you have as a lead magnet to build your list.
In the above the fold section there will also be a headline that clearly explains what the current page is all about, or the primary benefit of reading it. Even on the contact us page, you should have a headline that instantly tells the visitors they’ve landing on a page they can use to contact you.
A slightly more advanced testing technique you can use is called split testing.
This is also known as A/B testing. You basically test two different variations of the same thing to see which performs the best. For example two different sales letter headlines.
Here’s how to perform a split test of your headlines.
You’ll create an identical copy of your sales letter, and just changed the headline.
Your sales page needs to get at least 100 conversions (sales) before you stop the test. And then calculate the conversion rate of each of the two variations, and you’ll know which one has a higher conversion rate. You’ll know which headline is the best of the two (that’s known as the “winner”).
And then you can repeat that split test again. One sales letter will use the “winner” headline, and an identical copy of it will use a new headline. Keep the test running once again until your sales page gets 100 conversions and you’ll know which headline is the best.
With every split test you do you’ll improve your conversion rate.
You can use Neil Patel’s free tool to calculate the conversion rates of each page. The tool will also tell you if the test was statistically significant.
Split testing is an advanced technique not because it’s very difficult to understand and apply, but because you have to send a lot of traffic to each page before you get 100 conversions on each page. That will cost you a lot of money if you’re using paid traffic.
You can split test several different elements, not just the headlines.
The best elements to split test are the following, in order: headlines, product format, and your sales copy.
To split test the product format it basically means if you’re offering an ebook, you can put the same content on several videos (DVD’s) and see if that product format works better for your audience.
To split test your sales copy you can try writing a new “opening” for your sales letter, or a new set of bullet points… and see which variation (the new or the current) performs the best.
You won’t see significant improvements (if any at all) if you split test other things like your order button colors…
You should always perform one split test at any time. For example split test headlines and wait until it’s complete before you split test another element.
A split test is most useful when you have a sales funnel and you’re using a paid traffic. Because a sales funnel consists of several pages, e.g. your optin page and multiple sales pages. And you can use split testing to improve the conversion rate of each page… and you can turn a loosing ad campaign, into a break even or profitable campaign.
A lot of page building tools that you use to build your pages have built in split testing tools. These make it easy to create variations. Here’s the split testing feature of Clickfunnels:
Note: I don’t necessarily recommend Clickfunnels. You can build a proven and effective sales funnel (that can bring thousands of new leads every month) without using their expensive software. If you’ve never built a sales funnel before first build the simple yet powerful sales funnel that I describe in that guide…
Remember the K.I.S.S. principle, keep it simple stupid – you don’t want to use complicated sales funnel in the beginning to avoid overwhelm and frustration!
These website conversion techniques are specifically used on sales letters, so that we increase our sales conversion rate. Or in other words we convert more website visitors into customers.
Some of these sales conversion techniques can also be used on other type of websites… especially the first one, copywriting.
This is the number one way to increase the conversion rate of a sales letter. In fact a dull and boring sales letter with great copy will outperform a fabulous looking sales letter with bad copy!
Copywriting is probably the most important Internet Marketing skill you can possess. Because you’ll have to use it when writing emails, subject lines, optin pages, sales letters, upsells, downsells, ads, etc. And you cannot outsource it… not until you’re making a LOT of money.
You can start improving your skill for free with this copywriting course that I’ve made for you.
Testimonials can be used on any website, but they’re especially useful on sales letters. Your prospects will trust you and your product more if they read a testimonial from an existing customer.
Testimonials from the top leaders in your industry are the best testimonials you can get. But for most people that’s not so easy.
4 Methods To Get Testimonials Easy
These methods are good to get some initial testimonials for your sales letters. Once you start selling your product your customers will send you much better testimonial that reflect their honest opinion or experience about the product.
The first method is to give away your product for free in forums. Search Google for keyword forums, for example dog forums and you’ll find plenty.
Join them, and either find an appropriate section to promote your product, or contact members via private message.
Either way tell them you have a new product that you’ll send them for free… and if they like they’ll send you a testimonial.
Whenever a prospect contacts you asking a question about your product, or a general question to learn something… be super helpful, answer their questions to the best of your ability… and then offer them your product for free in exchange for a testimonial if they like it.
Contact an existing source of prospects if you have, for example an email list, Facebook page fans, Twitter followers… And tell them you’ll give them your product for free in exchange for a testimonial.
Add everyone that buys your product to a new list. Create a follow up message that basically ask them if everything is going well with their new product… and if they’re willing to send you a testimonial if they liked it.
Make it easy for them, either tell them to reply to the follow up email… or put a form on your website that they can fill.
Ideally promise them a free bonus if they send you a testimonial. Because they’re more likely to send you one if you do that.
Guideslines To Follow
Never use fake testimonials, you’ll loose your prospect’s trust and hurt your reputation.
Always ask them to attach or put a link to their photo, because testimonials without a photo don’t look trustworthy.
You don’t need to wait until you have testimonials before you drive traffic to your sales letter. Never try to be perfect in anything you do in your business because perfectionism wastes a lot of time!
Keep in mind that with these methods you’re not going to get fake testimonials. From experience I know that they’ll write an honest opinion about the product… If it’s not so great they’re not going to send you a long testimonial full of praise!
It never hurts to ask for a testimonial whenever you see an opportunity. This could be someone posting a positive comment about your product on your blog or your Facebook page…
Use high quality professionally made images for your product and bonus graphics. You probably heard the saying that people judge the book by its cover – that’s true – if your product image is not so good the prospect is much less interested to buy the product. And you and your business look unprofessional.
Best price points for your products are those that end with 95, 99 or 7 e.g. $7, $19.95, $49, $49.99, $69, $69.95, $47, $67, $97, $197…
Give them a money back guarantee – without a guarantee most prospects will be “scared” to buy. Primarily because if the product turns out to be bad they’ll lose their money. You’ll make way more sales if you use one, so much more that the small percentage of customers asking for a refund will be insignificant.
You can easily write “killer” money back guarantees if you have a swipe file.
Everyone agrees that you should place your own signature in your sales letter.
Sign on a piece of paper, scan it, and put the image at the very bottom of your sales letter (just before the postscripts).
These are hand drawn images, with text, numbers or shapes. They can be used on any kind of website, not just sales letters. They attract your prospect’s interest and attention, and they’ll basically spend more time on your website, and read more of your copy. That’s why they increase your website conversion rates!
I recommend you use them only after you’re pretty good with copywriting.
You shouldn’t use too many CopyDoodles on a single page… use them sparingly and in appropriate places to direct the attention to specific parts of your copy.
For example place an red arrow with the text WOW! pointing to one of your products’ best benefits! Or if you have several paragraphs, that look like a long and boring article, consider putting one or more CopyDoodles in there to make it more interesting.
Here are some examples (you can use any color not necessarily red):
CopyDoodles can be shapes only without text.
Here are some examples:
Another usage example is the use of numbers. Let’s say you want to make a list of the “Top 7 Myths About Growing Your Own Veggies!”
Instead of using bullet points, or a checkbox image, you can use numbers like this example:
List myth number one…
List myth number two…
List myth number three…
You can be creative and create your own CopyDoodles. Use different colours, shapes, sizes, text… you can be as creative as you want to be.
This is a skill and just like anything else it requires a bit of practice to master it.
Anytime you come across a website, typically a sales letter that uses CopyDoodles bookmark it. Study how they’re using them so can learn from it.
I use Copy Doodles on some of my salesletters. Here’s a screenshot of one of them, try to find the CopyDoodles:
The goal of a sales letter is to convince and persuade a prospect to buy a product. Therefore you should not add anything that can distract a prospect from buying the product. The only exception is a “popup” that captures their name and email for follow up emails…
Avoid using Facebook comments, Facebook like button, sharing icons, inline optin form (where the name and email appears within the sales page, instead of a “popup”), links to other websites… The only links you should have are those pointing to the order form (and the usual legal and contact us links at the very bottom of the sales letter).
In my opinion Woopra is much easier to use. It provides the data in a more easy to understand fashion. You can see a break down of all the actions a specific visitor performs on your website on a single page…
Here’s an example:
I can see this visitor viewed two pages, he opted in (I know this because there’s an “event” I created called “ime 101 conversion lead” and he downloaded the lead magnet he opted for. And you can see more data if you click on each of those rows.
Events are easy to create with Woopra. You put a simple code on thank you pages, and you’ll know exactly when a visitor opted in, or purchased a product.
Events are called “goals” in Google Analytics.
Woopra is free as long as you don’t get more than 500,000 visitors in any given month…
If you’re interested in Google Analytics, then I recommended the follow Youtube playlist to learn practically all you need to know to get started:
If you’re doing any paid traffic like buying pay per click ads, solo emails, etc., consider using a link/click tracking tool like ClickMagick. They’re useful to know how many clicks (or traffic) a certain ad is sending you, and how many leads or sales you’re getting from those clicks… The tool calculates conversion rates as well… It provides well details stats.
These tools are especially useful if you’re running multiple ads (for example a Facebook Campaign with many ads). Because you’ll know how each ad is performing in terms of the number of clicks/leads/sales it’s sending your way.
This 11 mins video will show you how to use ClickMagick to build tracking links… and an overview of the dashboard that records the stats.
A free alternative is to use Google Analytics UTM tracking links. This works in combination with traffic analytic tools like Google Analytic or Woopra. This means you’ll see the data in those tools. The downside is that the data may not be so simple and easy to view and understand.
Here’s a video explaining UTM tracking links and how to use them:
I only recommend tools like CrazyEgg when you’re getting a LOT of website visitors. Until then you can invest your money in better.
Tools like CrazyEgg will basically tell you which links your visitors are clicking or not clicking, on your website. And how much they scroll down the page… it’s useful information because you’ll know which pages they like or don’t like (meaning it’s time to change them), etc.
I hope I gave you sufficient techniques and ideas that you can implement to increase website conversion rate – the ultimate result will be more leads and sales.
More than 7 years ago Jack made his first few sales online as an affiliate marketer. His site ranked on Google for dozens of keywords, so later on, he built courses and software to teach his SEO "secrets". He also won a Flip Camera in an affiliate contest.
Now he reveals all the insights he's discovered throughout the years about Internet marketing, in his free guides and products!