As digital landscape is getting more and more complex, maintaining a good conversion rate seems to be more difficult.  But, if you understand users’ preferences and the nature of industry, you can easily increase your site’s conversion rate and accelerate your business. Here are a few ways to improve the overall conversion rate of a website: Social proof According to a survey, people have more trust in their friends, family members and peer group than brands and organisations. Hence, as a marketer, you should use customers’ testimonials to build trust. Tips:

• Collect positive statements about your product or brand.
• Ask satisfied customers to give you recommendations/testimonials.
• Use images of happy customers.
• Use video testimonials.

Create videos If you want to forge a human connection or to explain your products’ features in detail, use videos. It is a good way to establish your brand and explain/inform your users about a particular product. Tips:

• Create a video that can define your brand’s personality.
• Always create a story based video.
• Use high quality software tools to create crisp videos.
• Promote your video to the top sites.
• Always provide the script of videos.
• Integrate videos on your website.

Simplify the process of purchasing According to a survey, people now have shorter attention spans. Hence, if your website has a lengthy product purchasing process, cut it short. Tips:

• Create short registration forms.
• Use fewer steps to complete a purchase.
• Optimise your website to reduce abandoned carts.
• Help users to complete the purchasing process.
• Provide online chat feature.
• Securely manage the details of users.
• Keep your website technically sound.
• Apply KISS concept (Keep It Simple Silly).

Use relevant call-to-actions It is important to use call-to-actions at the most relevant places throughout your website. It will not only increase the overall conversion rate of your website, but also encourage visitors to take actions. Tips:

• Use words that can provoke emotions.
• Colour your call-to-action buttons.
• Create unique and direct call-to-actions.

Bonus tips:

• Create high quality content.
• Optimise landing pages.
• Optimise your mobile website.
• Make your website fast and lightweight.
• Never use distracting images, unnecessary promotional banners and text.
• Maintain the overall aesthetics of your website.
• Don’t use too many external links.
• Reduce the total number of form fields.
• Rely on A/B and multivariate testing.
• Always improve the UX by making your website intuitive, fast and aligned.
• Measure results at every step.

There are no shortcuts. So, follow the above mentioned conversion rate optimisation techniques.