increase website conversions


Are you aware that making just a few strategic changes to your website can significantly increase your conversions? It’s true. This discussion will explore twelve website changes you can implement to boost conversion rates and drive more sales. From optimizing your mobile experience to incorporating trust-building elements, these strategies will help you engage your audience, build trust, and ultimately increase your bottom line. So, if you’re ready to take your website to the next level and see a significant conversion boost, keep reading.


1. Clear Value Proposition


To increase website conversions, it is crucial to clearly convey your unique selling points and value proposition to potential customers. A clear value proposition is essential in capturing the attention and interest of your audience. This is where custom website development is important.When visitors visit your website, they want to know why they should choose your product or service over your competitors. Your value proposition is the answer to that question. The unique benefit or advantage sets you apart and makes your offering compelling. Next time try using an online card sorting tool.


To effectively communicate your value proposition, you must ensure it is easily understandable and resonates with your target audience. Use language that is simple, concise, and persuasive. Avoid jargon or technical terms that may confuse or alienate your visitors. Instead, focus on the benefits and outcomes that your product or service can provide.


Incorporate your value proposition throughout your website, from home to product pages. Use headlines, subheadings, and bullet points to highlight the key points. Visuals such as images, videos, and infographics can also help enhance understanding and engage your audience.


To refine your value proposition, A/B tests multiple headlines to find the most resonating one. Evaluate the layouts of critical pages, such as your pricing page or checkout process, and make necessary improvements to increase conversion rates. Continually differentiate from your competitors’ offers and refine your value proposition based on customer feedback and market trends.


2. Streamlined Navigation

Simplify and streamline your website navigation for an intuitive and user-friendly browsing experience. A well-designed navigation system is crucial for improving website usability and increasing conversions. Here are three ways to enhance your website navigation and provide a seamless browsing experience for your target audience:


navigation structure


  • Clear and concise menu: Streamline your navigation menu by organizing it into clear categories and subcategories. Use descriptive labels that are easy to understand and navigate. Avoid overwhelming your visitors with too many options. Keep it simple and straightforward to help users quickly find what they’re looking for.
  • Responsive design: Optimize your navigation for different devices and screen sizes. With the increasing use of mobile devices, it’s essential to have a responsive website that adapts to various screen sizes. Ensure your navigation is easily accessible and displays correctly on smartphones and tablets. This will improve the overall user experience and encourage visitors to stay on your site longer.
  • Search functionality: Implement a search bar prominently on your website to allow users to find specific information quickly. Make sure the search bar is easily visible and accessible from any page. Enhance the search functionality by incorporating auto-suggestions and filters to help users refine their search results. This will save your visitors time and frustration, improving their overall satisfaction.


3. Compelling Call-To-Action (CTA)


Enhance your website’s conversion potential with compelling call-to-action buttons that drive user engagement and action. A compelling call-to-action (CTA) is essential for increasing your conversion rate and turning visitors into customers. You can effectively guide users toward the desired action by strategically placing clear and persuasive CTAs throughout your website.


To create a compelling CTA, use action-oriented copy that motivates visitors to take immediate action. Instead of using generic phrases like “Learn More” or “Submit,” opt for more specific and persuasive language that aligns with your conversion goals. For example, instead of “Learn More,” try “Discover the Secret to Success” or “Get Started Today.”


Placement is key when it comes to CTAs. You want them to be highly visible and easily accessible to your visitors. Consider placing CTAs above the fold, where users can see them without scrolling or at the end of engaging content. Additionally, test different variations of CTAs to optimize for higher conversion rates. This could include testing different wording, colors, sizes, or compelling visuals.


Making your CTAs stand out from the rest of the page is important. Use contrasting colors that catch the eye and make your buttons impossible to ignore. Incorporating compelling visuals, such as arrows or icons, can also help draw attention to your CTAs.


4. Mobile Optimization

Mobile optimization is crucial for improving your website’s performance and maximizing conversions in today’s mobile-driven world. With the increasing use of mobile devices, ensuring your website is mobile-friendly and provides a seamless user experience is essential. Here are three reasons why mobile optimization should be a priority in your website changes:


  • Enhanced User Experience: Mobile optimization ensures your website is easily accessible and navigable on smartphones and tablets. By optimizing font size, page speed, and layout, you can provide a smooth and enjoyable browsing experience for your mobile users. This keeps them engaged and increases their chances of completing desired actions, such as purchasing or filling out a form.
  • Improved Conversion Funnel: Mobile optimization plays a crucial role in increasing conversions. By tailoring the mobile experience separately from the desktop, you can optimize the conversion funnel specifically for mobile users. This includes simplifying forms, streamlining the checkout process, and making the call-to-action buttons prominent and easy to tap. Removing any friction points allows you to guide mobile users seamlessly through the conversion process.
  • Maintain Google Rankings: Mobile optimization is not just about improving user experience; it also impacts your website’s search engine rankings. With mobile-first indexing in place, Google prioritizes mobile-friendly websites in its search results. By optimizing your site for mobile, you can maintain or even improve your rankings, ensuring that your website is visible to a larger audience and driving more organic traffic.


5. Trust-Building Elements


Incorporate trust-building elements such as customer testimonials and endorsements to establish trust and credibility with your website visitors. These elements, known as social proof, provide evidence that others have had positive experiences with your brand and can help potential customers feel more confident in choosing your products or services.


One effective way to showcase social proof is by displaying customer testimonials on your website. These testimonials should highlight the positive experiences and results that customers have had with your brand. By sharing real-life stories and feedback, you can demonstrate the value and trustworthiness of your offerings. Additionally, consider including customer reviews and ratings to enhance credibility further. Positive reviews can be powerful endorsements, reassuring visitors that your brand is reliable and trustworthy.




trust building


Incorporating endorsements from influencers or industry experts can also be a valuable trust-building element. When influential individuals vouch for your brand, it can significantly boost credibility and trust. Consider contacting experts in your industry and ask them to provide testimonials or endorse your products or services. You can further establish trust with your audience by leveraging their authority and reputation.


6. Social Proof Integration

To further build trust and credibility with your website visitors, seamlessly integrate social proof into your online presence. Social proof is a powerful tool influencing customers’ decision-making and increasing conversions. Here are three ways to effectively integrate social proof into your website:


  • Display Customer Testimonials: Showcasing testimonials from satisfied customers can greatly impact potential buyers. Include testimonials that highlight specific benefits or results that customers have experienced. This will help build trust and credibility as visitors see real people who have had a positive experience with your product or service.
  • Showcase Reviews and Ratings: Incorporate customer reviews and ratings directly on your website. This provides social proof that others have had a positive experience with your business. Ensure to highlight positive feedback and address negative reviews professionally to show that you value customer satisfaction.
  • Highlight Influencer Endorsements: Partner with industry experts or influencers with a significant following and a strong reputation in your niche. Their endorsement of your product or service can greatly influence potential customers. Display their testimonials or quotes on your website to add credibility and build trust.


7. User-Friendly Forms

Are your website forms optimized for a seamless user experience and increased conversions? User-friendly forms are a crucial element of conversion rate optimization. By making your forms easy to use and navigate, you can improve page abandonment rates and increase the number of successful conversions. To achieve this, simplify your form fields and streamline the checkout process.


To optimize your forms, start by reducing the number of fields required. Long and complicated forms can overwhelm users, leading to frustration and abandonment. Only asking for essential information can make the process quicker and more user-friendly. Additionally, consider implementing inline validation, which provides real-time feedback to users as they fill out the form. This helps prevent errors and ensures a smooth user experience.


Example: (clean and easy to use)


user friendly form


Another important aspect of user-friendly forms is the call-to-action (CTA) buttons. Use clear and concise copy for your CTA buttons, and consider adding a sense of urgency to encourage conversions. For example, instead of using generic phrases like “Submit,” try using phrases like “Get Started Now” or “Claim Your Offer Today.” These compelling CTAs can create a sense of urgency and motivate users to take action.


Furthermore, displaying customer testimonials, reviews, and ratings on your forms can build trust and credibility. When users see positive feedback from other customers, they are more likely to trust your brand and feel confident completing the form.


8. Page Load Speed Optimization

Improve your website’s page load speed to enhance user experience and boost conversions. Page load speed optimization is crucial in today’s fast-paced digital world. Users expect websites to load quickly and seamlessly; if your website fails to meet those expectations, you risk losing potential customers. Here are three reasons why optimizing your page load speed is essential:


  • Increase Conversions: A slow-loading website can significantly impact your conversion rates. Research has shown that even a one-second delay in page load time can result in a 7% reduction in conversions. By optimizing your page load speed, you can ensure that visitors have a smooth and uninterrupted browsing experience, increasing the likelihood of them taking the desired action, such as making a purchase or filling out a form.
  • Enhance User Experience: User experience plays a vital role in the success of your website. Slow-loading pages can frustrate users and lead them to abandon your site. By optimizing your page load speed, you can provide a seamless browsing experience, keeping visitors engaged and satisfied. This will increase the chances of conversions and improve customer satisfaction and loyalty.
  • Improve Page Design: Page load speed optimization also improves your overall page design. By reducing the size of images, minifying CSS and JavaScript, and leveraging caching techniques, you can create a visually appealing website that loads quickly. A well-designed website enhances the user experience, making it easier for visitors to navigate, find information, and take action.


9. Visual Enhancements

Enhance your website’s visual appeal and boost conversions with compelling visuals and multimedia. Visual enhancements play a significant role in capturing your audience’s attention and influencing their behavior. Incorporating images, videos, infographics, and other visually appealing elements can greatly impact your conversion rates.


When it comes to visual enhancements, optimizing the layout of critical pages is crucial. By strategically placing images, graphs, charts, and video testimonials on your landing pages, you can create a visually engaging experience for your visitors. This not only makes your website more appealing but also helps in conveying your message effectively.


To ensure a user-friendly and intuitive buying process, it is essential to utilize visually appealing elements. By using clear and enticing call-to-action buttons, you can guide your visitors toward the desired action, such as purchasing or filling out a form. Heat maps and tools like Crazy Egg can provide valuable insights into user behavior, allowing you to make data-driven decisions regarding visual enhancements.


Testing different variations of visuals is key to finding the most effective ones for improving conversion rates. By analyzing the impact on your conversion metrics, you can determine which visuals resonate the most with your target audience. This iterative process allows you to improve and optimize your website’s visual appeal continually.


10. A/B Testing and Experimentation

To optimize your website’s performance and drive higher conversions, conduct A/B testing and experimentation. A/B testing allows you to experiment with different elements on your site to determine what works best for your audience. By making data-backed optimizations through A/B testing, you can reduce the risk of deploying unproven changes and ensure that your website changes effectively increase conversions. Here are three reasons why A/B testing and experimentation are crucial for improving your website’s performance:


  • Data-driven decision-making: A/B testing provides valuable insights into what resonates with your target audience. You can gather data on the most effective combinations in driving conversions by testing elements such as headlines, colors, copy, layout, and CTAs. This data lets you decide which changes to implement on your website.
  • Continuous optimization: A/B testing allows you to continuously optimize and improve your website based on the results you obtain. By getting creative with your testing strategies and experimenting with different variations, you can uncover new insights and find innovative ways to increase conversions. This iterative approach ensures that your website is always evolving and adapting to meet the needs and preferences of your audience.
  • Measurable results: A/B testing enables you to compare two web page versions and measure the conversions they generate. This means you can determine the winning version and implement it confidently, knowing that it has been proven to drive higher conversions. By relying on data rather than guesswork, you can ensure that your website changes effectively increase conversions and improve your site’s overall performance.


Incorporating A/B testing and experimentation into your website optimization strategy is essential for increasing conversions and driving higher performance. By using data-driven decision-making, continuously optimizing your website, and measuring the results, you can make informed changes that resonate with your target audience and ultimately lead to higher conversions. So don’t hesitate to experiment and test different elements on your site to unlock its full potential.


11. Elimination of Distractions

When optimizing your website’s conversions, one crucial step is eliminating distractions that may hinder visitors from focusing on your offer and ultimately increasing your conversion rates. Analyzing visitor behavioral data can help you identify and remove unnecessary distractions from your website. By highlighting crucial information and removing irrelevant details, you can ensure that visitors can focus on the most important elements of your offer.


Essential elements such as headlines, benefits, testimonials, and visuals should be the main focus of your website. Use tools like Crazy Egg to identify elements that visitors aren’t engaging with and remove them. This will help streamline your website and create a more focused user experience.


Eliminating distractions helps visitors focus on your offer and increases your conversion rate. By removing unnecessary elements, you are reducing the cognitive load on your visitors and making it easier for them to understand and engage with your content. This can lead to higher conversion rates and, ultimately, more sales or leads for your business.


Incorporating the elimination of distractions into your website changes is a powerful strategy for increasing your website’s conversion rate. By providing a clean and focused user experience, you are giving your visitors the best chance to understand and appreciate the value of your offer. So, take the time to evaluate your website and remove any distractions hindering your conversions. Your bottom line will thank you.


12. Personalized User Experiences

Are you ready to take your website conversions to the next level with personalized user experiences? Personalized user experiences can transform your website and improve your conversion rate. By tailoring your website content and recommendations based on individual user preferences, you can create a more tailored and relevant website interaction for each visitor. Here are three reasons why incorporating personalized user experiences into your website changes can make a significant impact:


  • Increased Engagement: Customers who feel a website understands their needs and preferences are likelier to engage with the content and stay on the site longer. Personalized user experiences create a sense of connection and make customers feel valued, ultimately leading to higher engagement.
  • Improved Conversion Rates: By delivering personalized recommendations and content, you can guide customers toward the products or services that are most relevant to them. This targeted approach increases the likelihood of converting visitors into paying customers, ultimately boosting your conversion rate.
  • Enhanced Customer Satisfaction and Loyalty: Customers with a positive and personalized experience on your website are more likely to feel satisfied with their interaction. This satisfaction can lead to increased customer loyalty, as customers appreciate the effort put into understanding their needs and preferences.


Incorporating personalized user experiences into your website changes can significantly impact your conversion rate. Creating tailored and relevant interactions can increase engagement, improve conversion rates, and enhance customer satisfaction and loyalty. Don’t miss out on the opportunity to provide your customers with a personalized experience that sets your website apart from the competition.


Transform your website and unlock its full potential. Implementing these website changes will captivate your audience, build trust, and drive more sales. Imagine the excitement of seeing your conversions soar as your visitors become loyal customers. Your website will be irresistible with clear value propositions, streamlined navigation, compelling CTAs, and personalized user experiences. Don’t miss out on the opportunity to grow your business and boost your online sales. Take action now and watch your website become a conversion powerhouse.


Video Marketing Increase Conversions

Before a customer buys a product online, they want to know everything about it. In fact, they want to see the products or services in use.


After all, seeing is believing.


Sure, photos are great to give consumers an idea of what your product looks like. But some details are better explained via a video. Nothing works like an engaging video to showcase your product and tell your prospects why it is so great.


For instance, photos of a bag can showcase what it looks like.


But on video, you can see how many things it can hold, how many different pockets it has on the inside, and so on.


With video marketing, you can also boost your sales. In fact, over 60% of shoppers said that online videos inspired them to make a purchase.


If you run an ecommerce store and are looking for strategies to get ahead of your competitors, you’ve got to take note of the video marketing trend. It can be a boon to accelerate your business growth.


In this post, let’s take a look at how you can leverage videos for ecommerce marketing.


How Ecommerce Marketers Can Leverage Video Marketing

When it comes to leveraging videos for ecommerce marketing, the first thing you need to know is what kind of videos you want to produce.


Let’s take a look at some different types of videos you can create to market your online products:


1. Tutorial Videos


You can give users a demo of your product and explain each feature in detail via videos. Tutorial videos can be a great way to familiarize people with your products.


You get the opportunity to show your target audience the value your product offers and why they should buy it.


Take, for instance outdoor grill company, Weber’s YouTube videos. When they launched their new SmokeFire grill, they released a series of videos explaining to users how to start their grill, clean it, and maintain it well.


increase conversions

Image via YouTube


2. Influencer Ads


When people buy products, they want to make sure that they’re investing their money in a trustworthy brand. When you have a familiar face or an influencer is endorsing your brand, it can help win their trust.


It’s like piggybacking on their reputation.


What’s more?


Through influencer partnerships, you can reach a targeted audience.


Here is an example of how the adventure gear company, Sierra Designs, collaborated with professional backpacker, Andrew Skurka, to promote their products.


Increase Conversions

Image via YouTube

3. Product Close-Ups


One of the best ways to advertise your online products is to shoot product close-up videos. They can show your products from different angles to give users a feel of the product.


Want inspiration for videos of product close-ups?


Take a look at Apple’s YouTube page. For most of their new products, they have around a minute-long close-up video that showcases their products more clearly.


Increase Conversions

Image via YouTube

4. Story-Based Videos


Great storytelling can move people and bring out emotions in them.


Story-based videos can be a powerful tool to showcase your brand values and appeal to your audience. These kinds of videos are not about directly selling your product but capturing a lifestyle or a feeling.


For instance, a German supermarket corporation, Edeka, came out with an emotional ad to convey the spirit of Christmas.


increase conversions

Image via YouTube


In the ad, an elderly father is very disappointed when his children convey the message that they won’t be able to come home for Christmas.


In the next scene, the children are seen rushing back home when they receive his funeral invitation. However, they reach home to find out that their father is still alive. He tells them, “How else would I have been able to get you all together?”


The ad ends with everyone spending time together at the dinner table and enjoying themselves. Without selling their products or brand, Edeka manages to establish an emotional connection with the audience with this ad.


5. Explainer Videos


If you have a new service or product, explainer videos can help communicate the core concept well. For instance, Microsoft uses an explainer video with infographics to explain how their Azure Cloud solution works.


Increase Conversions

Image via YouTube


4 Tips For eCommerce Video Marketing

Now that you have an idea of the kinds of videos you can create to promote your ecommerce business, let’s move forward.


While leveraging this ecommerce trend, keep the following tips in mind:


1. Be Clear About Your Goals


Before you start making your video, ask yourself what the true purpose of creating it is. If you are clear about your key performance indicators (KPIs) from the onset, it will help you determine the kind of video you want to make. In addition to this, it will also help you measure the effectiveness of your videos.


For instance, it’s better to make an influencer ad to drive sales or make your video viral. On the other hand, an explainer ad might be more suited to drive brand awareness.


2. Highlight Your USP


Regardless of the type of video you’re creating, make it a point to highlight your USP.


After watching the video, users should know the benefits of using your product and why your product is better than those of your competitors.


3. Write a Concise Video Script


Your video script should communicate the idea for your ad in a concise manner. Typically, you have 60-90 seconds to capture your audience’s attention. So, trim out any bits that are repetitive or uninteresting.


4. Include an Effective Call-to-Action (CTA)


After viewers have seen your video, what is the next course of action that you want them to take?


Visiting your website, subscribing to your content, or buying your product — whatever it is, communicate it clearly.


Even the most engaging videos need a prominent CTA.


It may seem obvious, but if your ecommerce videos don’t have a CTA, you might not get drive engagement or sales.


Ready to Create Videos to Promote Your Ecommerce Business?

Videos are a dynamic medium. They allow you to see a product in action and even view it from different angles.


What’s more, you can get a feel of the product along with all the details before you buy it. If you are an ecommerce marketer, you need to leverage video marketing. Use the tips mentioned above to create interesting content to promote your ecommerce business.


Do you have any questions regarding ecommerce video marketing? Please feel free to ask them in the comments section below.




When you’re the only person running, promoting, and growing your company, site conversions may take a back burner. Yet, if you can grab the visitors who land on your website and turn them into customers, you’ll automatically grow your business. If there is one task for your website to focus on this year, it should be figuring out how to increase conversions.


The average conversion rate across market segments is around 1.78 percent. Since most sites don’t convert many of their visitors into customers, this is an area where you can improve big. Being a solopreneur requires quite a juggling act. But when it comes to improving site conversions, there are ten clear things you can do. Even making a few minor changes moves your conversion rate (CR) in the right direction.


1. Create a Pretty Landing Page

The first impression site visitors have of your site is your landing page. If it isn’t aesthetically pleasing, they are likely to bounce away and never return. In order to capture your site visitors and turn them into paying customers, you must first grab them and keep them on your page.


Take a step back from your computer and look at the screen. Is everything uncluttered and easy to find? Are images clear and relevant to your product or service? If you aren’t quite sure, pull in a design expert for some advice about how to beautify your site.


2. Add a Strong Call to Action (CTA)

You may already know you need a CTA as a means of moving the buyer from your landing page to your sales page. However, nearly every website can improve their CTAs and increase conversions.


Look at every factor of your CTA. It should be placed so it pops on your page and users notice it almost immediately. You want a color that contrasts sharply with the background and against the other colors on the page. The button needs to be large enough for mobile users to easily tap it with a finger. Even the words of your CTA can make a difference in how many people go from browsers to customers.




Big Back Lifting Grips does a good job of putting the focus on their CTA, which simply reads “Shop.” The image is highly relevant to their product, showing it in action as men with large muscles highlight how to use the product. The CTA itself is a bold yellow that pops on the page but is also used as an accent color in the header. The user’s attention immediately goes to the CTA. Use a contrasting color to draw attention to your own CTA.


3. Know Your Purpose

Have you ever visited a website that seemed to be going off in all directions at once? Slow down and figure out the purpose of each page of your site. Anything that doesn’t relate to that purpose or move the user toward the goal of the page needs to be cut. The more you can narrow the focus, the fewer choices for a person to make and the more likely they’ll take the action you desire.


4. Limit the Fields for Contact Forms

In one study, researchers found a shorter form field increased conversions by about three percent. The researchers simply took the length from nine fields to five.


It’s important to keep your forms short and to the point, especially in a world where more and more people access the internet using mobile devices and don’t want to input too much information on smaller digital keyboards. However, keep in mind that form field length is only one factor in whether people complete your forms. Use the length as one tool toward increasing conversions.




Reynolds Solutions does a good job of limiting their contact form to only the information they truly need to move forward and provide additional information. They ask for your name and some information about your company, but they also only require a few of those fields. If someone is in a rush, they can provide their email, info on a planned project, and a brief message and still get a response. Figure out which fields you need for your contact form and which fields are unnecessary.


5. Include a Phone Number

There are some elements on a page which are trust factors and signal to the user that you are a reliable company. Trustworthiness may be particularly important for newer companies that haven’t yet established a firm reputation among their target audience.


Consider adding a toll-free phone number to the top of your landing page. For those who aren’t sure about sharing information online, they may pick up the phone and speak to someone about your services and products. Of course, as a solopreneur, that person will be you. Who better to share information about what you do and your philosophy as a brand?


6. Create a Sense of Urgency

One way you can increase sales now rather than later is to put a time limit on a special offer. For example, you might offer the customer free shipping if they place their order within 24 hours. You can also offer specials that are available for a limited time. Just be authentic. Don’t say a deal is only for that day and then offer it again in a week or two. Customers are very savvy to that type of bait and switch and you’ll lose fans.



If your solopreneurship looks like an online retail store, Icing is a good example of how to turn visitors into customers. Notice how they use bold typography to highlight their specials along with relevant images. They also use the technique of creating urgency by saying the 50 percent off deal is for two days only, which encourages people to buy now rather than later. Think about other ways you can add urgency to your landing page and drive conversions.


7. Add a Video

Around 83 percent of businesses using video on landing pages believe it gives them a good return on investment (ROI). Adding a video grabs the attention of site visitors and gives them an easier way of absorbing information about your business. You can use an explainer video or customer testimonials, or use a video to highlight the benefits of using your product over a competitor’s.


8. Offer a Satisfaction Guarantee

Put yourself in the shoes of the person thinking about buying from you. The customer doesn’t know you and you’re a small company. Can they really trust that you’ll follow through if they have a problem with their order? One thing you can do that adds assurance is offering a money-back guarantee if the customer isn’t fully satisfied. Just be aware that if you offer it, you must follow through on it.


9. Simplify the Language

If you’re in a highly technical industry or just know your business well, you may have let jargon creep into the language on your home page. Unfortunately, someone who’s new to what you offer won’t understand the words and may grow frustrated.


Study your pages for “industry speak” and replace any unclear words with ones that a layperson understands. If you’re unsure, ask someone outside your industry to check your pages for words that don’t make sense.


10. Create Multiple Landing Pages

If you’re like most businesses, you have more than one buyer persona or more than one product. Create different landing pages which speak specifically to each audience type. The more personalized your page, the more likely the buyer will connect with your message. Create a user profile for each segment of your audience and then write all copy and even choose images based on that personality type. It is a bit more work to create more than one landing page, but you’ll also better track marketing campaigns by seeing where the traffic goes.


Conduct Frequent Testing

One of the best methods for improving your conversions is to run A/B testing on your pages. Make a change, such as the color of the CTA button, and test conversion rates. Add a feature, such as a video, and test conversion rates again. The more testing you do, the better handle you’ll have on what works with your site visitors. With time and effort, your conversion rates should exceed industry standards.



Lexie Lu is a web designer and UX content strategist. She enjoys covering topics related to UX design, web design, social media and branding. Feel free to subscribe to her design blog, Design Roast, or follow her on Twitter @lexieludesigner.

Color Blue


Conversions are key to your site’s success. The more people click on your “Buy Now” or “Subscribe” links, the more recognition and sales your business receives. It’s a simple enough concept.


However, behind the scenes, there’s a lot of intricate planning by smart businesses that recognize certain subconscious tendencies. One of the most effective methods for conversion optimization is using a precise color to elicit the proper mood and feeling among potential leads visiting the site.


In particular, the color blue has been shown to have a substantial impact on site conversions in six ways, including:


1. A Creative and Contemplate Audience at Ease

It can be easy to feel overwhelmed on the internet these days. Websites among websites of varying colors and messages can be difficult to sift through, especially if they’re using colors that simply aren’t mellow or inviting.


The color blue, though, can really step up to the plate, so-to-speak, when it comes to websites. It has a calming effect and has been shown to reduce blood pressure, while slowing your heart rate and respiration. The result is a calmer, more thoughtful site viewer. There’s a reason why blue is a common pick as the wall color in bedrooms and bathrooms.


For conversions, this comes in handy because it allows the lead to feel non-pressured and in control of the situation. Second-guessing or doubts are more unlikely when you’re calmer, and a greater focus contributes to a reduced heart rate. Generally, if someone is tranquil, cool and collected, they will be more receptive to a sales pitch, which is what most business websites are.


2. Effective, Standout Brighter Tones

The relaxing presence of blue is a fantastic way to provide visitors with information about your product or business. As they read about your origin story or products, they will take in the information with the calming therapeutic effects that blue often brings.


Website Conversions


An additional benefit of using the color blue predominantly is illustrated on the website for Nitterhouse Masonry. Visual demonstrations of their masonry work, along with information on their services, is complemented by a cool blue tone that’s primarily uniform throughout the site. However, notice the call-to-action button “Learn More” is the color red instead. It jumps out brightly, standing out among the blue-tinged information.


Blue enables colors like red, yellow and orange to pop particularly well, which comes in handy for a call-to-action button. Some websites with a fairly absent call-to-action button suffer from a lack of leads as a result. However, a very prominent and standout color like red against a blue background can provide the striking contrast that conversions relish.


3. Trustworthy Identity

Especially as the tech industry has emerged the past several decades, blue has become the color of trust and know-how. This is partly propelled by the relaxation-inducing tendencies that blue provides, putting customers at ease in a sense.


In another way, it’s the prominent use of blue by companies such as AIG and Microsoft that have ushered in a gradual identity, associating blue with the top of an industry.


Website Conversions


Microsoft aims for a clean emphasis on blue, white and black on their site — clean and optimized like many of their products’ images. Microsoft has always embraced the color blue, especially in the logo color for their Internet Explorer and Microsoft Edge. With all of this, it’s not difficult to see why blue is the default color for most hyperlinks around the web.


Website Conversions


AIG’s front page is busier than Microsoft’s, with more text, though it also emphasizes the color blue in its header navigation. Their text “You’ve worked hard to get where you are today / Let us help you protect your future” combines beautifully with blue’s tendency to reduce heart rate and blood pressure. Along with the message, the color helps put readers at ease while they learn about a business that earnestly wants to protect them. The combination is likely to make them inclined to explore further.


4. It’s the Universal Favorite Color

Simply put, blue is the preferred color of both men and women, by a large amount. The second favorite color of men is black at 9% polled, compared to 57% polled for blue. Meanwhile, 35% of women picked blue as their favorite color, with the second favorite being purple at 23%.


Although effective marketing should go beyond personal favorites and delve into effects and placement, the favoritism toward blue is worth noting. Essentially, it’s a very safe color that many are accustomed to. If you use blue on your page, chances are you’ll come across like the aforementioned AIG and Microsoft case studies: professional and trusted.


Beyond using the beloved color of blue, incorporating striking contrasts like the previous Nitterhouse Masonry case study demonstrates the strong potential of blue in this regard. An eye-catching call-to-action results in more conversions, with high contrast between the button color and background color doing the best. With blue, this is easy to accomplish while also using yellow, orange or red.


5. Negative or Biased Associations Are Minimal

Pink is considered feminine, and red is considered masculine — but blue often sits safely in neutral territory. Since the majority of sites are looking to appeal to both males and females, it’s often a good choice in this regard.


Website Conversions


The White House’s official website certainly wants to cater to everyone, so their choice to feature a confident blue as the navigation header color is a wise one, with the White House logo also being mostly blue. Even in a Republican administration, generally referred to as “Red” while the Democrats are “Blue,” the White House values the color blue as having enough universal appeal to feature predominantly.


6. Blue: The Most Eclectic Color

The color blue can fit in a number of ways, making it a great and often safe choice for businesses. It’s often the color representing corporate America, with familiar companies that have created job growth in the country for years. It also calls to our inner peace and serenity, while simultaneously evoking feelings of order and loyalty.


Some of the biggest sites on the web, including Facebook, PayPal and most major banks, incorporate blue prominently on their websites. Aside from food websites, which would be better with a color evoking hunger (like red), blue fits everywhere regardless of niche. It’s a familiar, wonderfully adaptive color that coincides well with the feelings you want your leads to have: comfort, trust and serenity.



Lexie Lu is a designer and writer. She loves researching trends in the web and graphic design industry. She writes weekly on Design Roast and can be followed on Twitter @lexieludesigner.

43250764 - smiling woman showing her mobile phone.
One of the best way for site visitors to process information is with visual data. Before and after shots offer a strong image that shows potential customers exactly what your company has to offer. When it comes to before and after pages, there are many different ways to present this information in order to increase website conversions.


There is a psychology behind good before and after photos. These pages work so well because they help persuade your prospect that your product will deliver results for them specifically. Before and after photos serve as proof that the product (or service) works.


There is not really a right way or wrong way, but studying a few great examples of how others have created strong before and afters can help you choose a style for your own page. More important than the style you choose, though, is the content you choose to show your services and products to their absolute best.


1. A Variety of Topics

There is no reason you should be limited to only one before and after page. In fact, some industries lend themselves to offering a bigger variety of topics. For example, if you run a home improvement business, you might show before and afters of woodwork. But, you might also have a before and after page showing off rooms that have been painted.


Before & Afters


One example of a before and after page with a variety of types of images can be found on eLearning. The examples on this page work particularly well because eLearning uses slider effects to show the images side by side while still allowing the viewer to zoom into one image or even layer images. In the image pictured below, the site shows the Animas River before and after mine waste.


Takeaway: Don’t limit yourself to only one type of benefit of your product/service, but show off everything you do with various images.


2. Dramatic Differences

Another way to grab your site visitor’s interest and create a desire for your product is by showing a drastic difference. The visitor should be so impressed with the way that the product works that she feels she simply must try it for herself. The idea is that if the product worked so well for the person whose image you are showing, then surely it will work for the potential customer viewing those images.


Before & Afters


One example of a before and after page with a variety of types of images can be found on eLearning. The examples on this page work particularly well because eLearning uses slider effects to show the images side by side while still allowing the viewer to zoom into one image or even layer images. In the image pictured below, the site shows the Animas River before and after mine waste.


Takeaway: Don’t limit yourself to only one type of benefit of your product/service, but show off everything you do with various images.


3. Dramatic Differences

Another way to grab your site visitor’s interest and create a desire for your product is by showing a drastic difference. The visitor should be so impressed with the way that the product works that she feels she simply must try it for herself. The idea is that if the product worked so well for the person whose image you are showing, then surely it will work for the potential customer viewing those images.


img 3


Quality Overhead Door offers just such a photo gallery. They show a before shot of a beautiful home with a plain set of garage doors. Just under that image is the after shot once they’ve replaced the doors. It changes the entire appearance of the home. Those visiting the site and thinking about replacing their garage doors can see how aesthetically pleasing the finished product is.


Takeaway: Choose images that show the difference very clearly. Exactly what does your product do and how can you show that best?


4. Offer a Searchable Database

Do you have a big collection of before and after photos to share? Placing them in a database that users can search is a great idea. With a search feature, a user could plug in the type of project they are interested in and find all the before and after shots that match that particular type of product or service. This is especially helpful for companies that offer more than one product or service.


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For example, offers a searchable database of before and after images. Within this database, you’ll find images of before and after landscaping, and home staging for bedrooms, bathrooms, entry ways, outside, offices and more. They even explain that it is a tool to get ideas for your own staging projects and to learn from different design styles.


Takeaway: Add a searchable database if you offer more than one product or service.


5. Show the Benefits

One of the most important parts of before and after photos is showing the benefits to the customer. A before and after gallery should serve as a selling point. You are basically creating an online ad without using any, or using very few, words. The format of the gallery can vary, but the images should be the best examples of the work you do and how much it improves whatever it seeks to improve.


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Mixan Mudjacking uses a photo gallery to show the benefits of repairing concrete. Mudjacking, also called slabjacking is a way to repair sidewalks, basements and other types of concrete. Basically, the company lifts a building or diveway and pumps concrete under that object. They also use other techniques, such as injecting resins. To show the benefit, including the cost of repairing versus replacing, the company offers images of the specific jobs they’ve completed. They show a collection of steps, sidewalks, driveways, and interiors.


Takeaway: Show your customer how you can benefit him.


Adding a before and after page to your website is a fairly straightforward proposition. However, doing so can translate into conversions of site visitors into customers. Plus, you’ll show your work in the best light possible.


Lexie Lu is a designer and writer. She loves researching trends in the web and graphic design industry. She writes weekly on Design Roast and can be followed on Twitter @lexieludesigner.

Client Testimonials
What’s your website’s best selling point?


You might be thinking it’s the quality or price of your product, how your website is designed, or an effective landing page. While all these things certainly contribute to a sale, there is one feature that will put your business ahead of many others.


That feature is testimonials.


Testimonials are customer reviews of your business, product or service. It sums up your customer’s experience while working with you. It also adds validity to the promotional language you’re using on your website because it’s coming from someone who doesn’t make a profit from your sale.


Testimonials add authenticity and worth to your website for a number of reasons and can really help with website conversions.


Provides Social Proof

Social proof is always an effective weapon for your website. It shows new users that others have trusted and recommend your business. Testimonials offer social proof to new visitors.


Customers don’t always trust businesses. But they do trust other people just like them. That’s why testimonials work as social proof. Customers who have the same problem went to your company, and their problem was solved. Potential customers relate to that person who left a positive testimonial on your website.




PSD to WordPress uses its testimonial page to connect to new customers. The first thing you’ll notice is a big, high-quality photo of the customer who wrote the testimonial. Pictures of other customers help new ones relate on a human level. Words don’t have the same effect as another person’s face.


The customer also goes into great detail about how helpful the creative team of the company was. This positive quote with the friendly picture is a 1-2 punch of social proof.


Boosts Call-to-Action

Testimonials can be extremely beneficial when they’re used in an impactful way. Choosing where you place your testimonials can boost engagement. That’s why you should place a testimonial next to your call-to-action.




Utilizing a testimonial near a call-to-action is exactly what dapulse does. In fact, its testimonial is above its call-to-action. This means you have no choice but to read it before you create an account. The testimonial nicely leads users into the opt-in box by giving them a positive experience that reassures them they’re making the right decision.


Dapulse included a few things with its testimonial that makes it more impactful. One thing it did was include a picture of the person giving the testimonial. Once again, this is important because it builds a human connection between the user and the person who wrote the review. Next to the picture is that person’s company logo. This establishes the reviewer as an authority figure who needs to rely on this company.


Both the photo of the person and logo make the testimonial more meaningful. They allow new users to trust your company.


Highlights Experiences With Company

Testimonials boost your site’s worth because they share a customer’s experience with your company. The customer tells the story of what it was like to work with you. They’ll also share how well they liked your product or service.


This story is meaningful to potential customers. They want to see how your company helped other people just like them. Make sure you give former customers an opportunity to share their story.




You can accomplish this by making it very simple to write a testimonial. CJ Pony Parts’ website has a button at the top of the page labeled, “Write a Testimonial.” Anyone who has worked with the company can very easily write and submit their review of the company.


CJ Pony Parts also shows the number of testimonials that have been written. This number is a type of social proof. It shows new customers that 256 people have felt so passionately about this company that they’ve taken the time to write a positive testimonial. It shows the amount of user engagement, which is always a good sign for new visitors.


Testimonials boost your site’s worth by increasing user engagement and letting customers share their experience with your company. Both have a positive impact on your business.


Increases Conversion Rates

Testimonials can make users trust your company. They can reassure them before they choose to make any kind of commitment. Simply put, testimonials increase conversions. They especially increase conversion when they’re placed where users can see them. Placing testimonials high on your website leads to a 64.53% increase in downloads.




ChowNow places two types of testimonials at the top of its page. One is a quote about its service. That quote sits on top of a video. New users will be curious to see what that video consists of after reading the quote. The number of clicks on the video most likely increases due to the addition of the testimonial.


Put your testimonials front and center so customers can see them and choose to take action.


Customers Are Your Business

The customer is more than always right. They’re your entire business. Use their reviews and testimonials to ensure positive experiences for new customers.



Lexie Lu is a designer and writer. She loves researching trends in the web and graphic design industry. She writes weekly on Design Roast and can be followed on Twitter @lexieludesigner.

Converting Customers


The days of just having a “website” are over. In today’s dynamic online landscape you need a site that leads your visitor down a path to convert. Having a conversion friendly website is not something that just happens by luck. It’s a lot like a journey and evolution. Tweaks, changes and testing are important until you identify just the right design.


Our friends at ReachLocal recently put this infographic together showcasing how a website visitor becomes a customer.


How to Convert Customers

Image Source: ReachLocal

Design Conversion Tips


The most effective call to action (CTA) links spur the user to do a simple task, with a minimal amount of surrounding text that explains what benefit the user will receive from your business if they complete the action. These 10 CTA examples will help your organization maximize its reach to target audiences and boost membership or sales.


1. Subscribe to the Newsletter


Newsletter Call to Action


This call to action can be a great way for your company to spread the word about your services and ongoing projects. The users should be able to easily enter their email address after clicking the “Subscribe to the Newsletter” button, and then have newsletters or email notifications sent directly to their inbox. This can benefit users by keeping them informed of important updates and specials and also allows your business to expand your relationship with new users.


2. Download


If your company is offering a mobile app or other downloadable software, there should be a visible “download” button on the homepage that will make it easy for users to find what they want. Firefox and Spotify both effectively use this type of call to action on their webpages by making the button large but not overwhelming and using colors that stand out against the background of the website.

Hubspot does a really great job with download features.


HubSpot Download Example


Image Source: HubSpot


3. Sign Up Now


Sign Up Call to Action


Image Source: Wave

A call for the user to “Sign Up Now” can be very effective if accompanied by a brief phrase that encapsulates the benefits the user will receive by signing up. Evernote uses the message “Remember Everything” to communicate what their service will do for the consumer, and then uses the same color for the call to action button. This simple design conveys product transparency and user-friendliness to potential customers.


4. Get Started


“Get Started” is a great CTA that makes the process of becoming a member or registering for a service seem fun. The wording it implies that users will be guided through an easy enrollment process rather than sent to a long form that they must complete. This call to action can be even more powerful if accompanied by a line such as “it takes less than a minute” that will assure users that the process is easy.


5. Continue


As an alternative to “Sign Up Now” or “Get Started,” “Continue” implies that the user has already begun the process of becoming a member or enrolling for your services. Furthermore, making that first step effortless for users will show how simple the enrolment process truly is, which will encourage even more people to move forward.


6. Sign Up With Facebook


Facebook Sign Up


Image Source: Myspace

Your company may benefit from allowing users to sing up with their Facebook account. Not only is it easy and familiar to the user, you can also request access to additional demographic information that would not be available from just an email address. Offering the option to sign up with Facebook or by creating a new account works well for companies like Pinterest, because their users may also want to share their activity with their Facebook Social Media accounts.


7. Free Trial


Free Trial Call to Action


Image Source: MOZ

Many companies find it profitable to offer a free trial of their app or service before asking the user to commit financially. Users appreciate the consideration, and business owners get the chance to show the customer how valuable their service is. A “Free Trial” link is a CTA for users to temporarily sign up and use the service, which will then lead to more paying customers or members after the trial period has ended.


8. Learn More


A link or button that simply offers more information about your company poses very little risk to users wary of a lengthy time or financial investment. Therefore, a “Learn More” link can provide a great opportunity to explain the mission of your company. After reading additional information about the organization, readers should then be prompted by another CTA to become involved.

9. Why Us?


“Why Us?” is another informational call to action, but it provides a platform for you to show potential clients the benefits of choosing your company over another. Again, this type of CTA works best in conjunction with another one that encourages users to become a part of the organization or subscribe to ongoing informational emails.

10. Buy it Now!


This call to action is a great option for companies that offer one primary service. Instead of asking the client to go through several steps to purchase something, this simple call to action makes the decision to buy effortless. Adding the price on the “Buy it Now” button may be a good option, or the CTA link could take the user to a “Plans and Pricing” page where they can choose among several different options.

In addition to a catchy phrase, a compelling call to action will have optimal placement on a webpage (formatted both for desktops and mobile devices) and design that captures the attention of the audience. Make your CTA grab an audience’s attention by using contrasting color schemes to offset the button or link from the surrounding text and images.

Website Design Conversion Tips


Website design practices have come a long way in the past few years. While significant improvements have been made in most cases, there are still websites out there that are not aware of how to leverage conversion optimization to their advantage. In fact, there are a few web design mistakes that should be avoided at all costs.


1. Poor Search Options


In most cases, people who arrive at your site will not see what they are looking for immediately. This prompts them to use your on-site search function. However, if this has not been set up correctly or returns poor and inappropriate results, you can usually kiss your chances of conversion optimization goodbye. Ensure that your search option can handle typos, hyphens and variants of the search term that are being entered into it.


2. Not Changing Colors of Links Already Visited


This is another example of poor website design because many site visitors rely on this feature to help them sift through the pages or links that they have already browsed. If a site visitor cannot determine which parts of your site have already been scanned, he or she will most likely head elsewhere.


3. Walls of Text


Site visitors do not want to be bombarded by solid walls of text when browsing. When creating content, ensure that is easily read and separated by means of short paragraphs, numerical lists and/or bullet points. This enables people to quickly arrive at the information that they are looking for.


4. Flash or Pop-up Adverts


This website design trend died a painful death more than a decade ago. Nowadays, if people arrive at your site and find themselves being assaulted with pop-ups or annoying flash advertising before they can even access the content on your site, you will most likely have put them off from visiting again.


5. Having to Open Multiple Browser Windows


In most cases, your site visitors will become distracted and head elsewhere if they have to open multiple browser windows to view the content or products they are looking for. If they have to click on additional links to view content, it is important to ensure that they do not have to search through multiple open browser tabs to find it. Try to make everything happen in a single window if possible.


6. Poor Color Selections


While bright and gaudy colors may be an ideal selection in the beach towel and flip flop department, they will definitely have a negative effect on your conversion optimization efforts. With most websites, keeping the design clean and simple with no more than four to five color choices usually works best. Slightly more muted color tones will not only be easier on the eyes; research has shown that these have a calming effect on people as well, which could result in them spending more time browsing your site.


7. No Call to Action


This is normally the most overlooked aspect of web design. If you site visitors do not know what to do in order to purchase your product or service or where they should go if they are looking for more information, chances are that you will not succeed in converting them to paid customers. Always include a call to action in your site content as well as on sales pages.


Here is a great eBook from HubSpot regarding call to action.


call to action ebook


If you lack website design experience, it is best to hire the services of an expert individual or company to assist you. This will provide you with a great site while ensuring that your conversion optimization efforts are successful as well.

Conversions are Important

Just having a website is no longer the end of the road. Frankly, there is no end of the road when it comes to properly built websites because building a well converting website is a journey not a process. Increasing your flow of leads on your website is a process that requires constant testing and tweaking. Folks, it is a craft to build a website that converts well. Just having an “awesome” product or solution is not enough anymore. Your website should always be leading your traffic down a particular path. Whether it is a phone call, a lead submission or a purchase you must make it as easy as possible for that action to occur.

Here is a great infographic from the folks at Help Scout showcasing a variety of elements you can be integrating in order to increase lead flow.

10 Ways to Convert More Website Traffic

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