The more traffic your website receives, the higher chance you have at converting users. Those could be signups, contacts, purchases, or engagement.

Large websites usually create a funnel flow, and a systematic program that drives traffic into the end of your funnel.



One main CTA across your site


A CTA is a call to action.


Every website, every app has a main CTA that will pull in new users and sign ups.


Examples of CTA’s are sign ups, login forms, purchases, etc.

It's so easy nowadays to create different call to actions because of platforms like WordPress, Webflow, or other CMS systems.


Many allow you to use dynamic symbols and content to easily paste call to actions around your website.


A good example of a call to action for a blog would be an email signup form to allow yourself to collect contact information and data on your users. This can even help future conversions because you can then send information or alerts back keep traffic coming back.


A good example of a CTA on a ecommerce website would be a purchase because it’s a direct conversion of traffic into money for your business.


Focus on product benefits, not tech specs


Tech companies and SaaS businesses enjoy speaking to what sets them apart from other competitors, products and vendors.


Ultimately what influence a user is how the product benefits them. The better the solution and the clearer the explanation, the higher the conversion rate.


It's more important to create a larger focus on overall product benefits and how they can increase the productivity or livelihood of the individual instead of focusing on the specifications that go into the product. While that may be important, iit will likely not influence the user as much as the benefits. The exception to this rule comes when the focus is on technical products like computers or automobiles.


Social proof: Testimonials, case studies and user reviews


Showing website visitors examples of work that you have done, products you have made, or campaigns you have led allows them to see what you’re capable of. The progression of this, is how this relates to them, how it could impact them and why they should choose you. This should all be a part of your case studies and your testimonials.


One reason for this is that businesses and users like to be able to compare themselves to another similar data point. If I can see a business of my size in the same industry that is using a particular product I’m much more inclined to trust it and move forward.


Give multiple comparison points to website visitors. Show them large and small in terms of client size. You want to be able to have high-level influencers or well-known people in your space, but you want to welcome in smaller organisations as well. It’s more likely that you have an 80/20 balance of small and large / large and small, but appealing to both can definitely help.


Businesses will think, if one business did it, it’s proven and we can use this as well. Having different industries or different sized businesses is a bonus.


Use A/B testing


What converts your traffic best?


Using A/B testing is a fantastic way to see which traffic sources have the highest conversion and which layouts on your website create optimal success.


Sometimes just the change of a photo, the wording on a button, or the placement of your logo can make all the difference. Experimentation is key.


Using landing pages from platforms like Optimizely / Unbounce, allow you to create highly targeted pages for marketing campaigns. More likely that to use a landing page or platform to measure my conversions instead of my home website because I want to be able to measure for one specific traffic source.


CTA buttons convert more than links


Call to actions convert much higher when they're in the form of a button then they do if they're a link.


A button draws the users to something they're known to be guided by.


Links are normally seen as optional. You want to be able to guide your user through your funnel with very bold, large buttons, preferably high contrast or within the color accents of your website to reel in that user.


Add human visual elements, custom is increasingly paramount


People want to be able to relate to themselves to your product.


One way that you can help facilitate this process is to use high-quality images of people using your product or scenarios where someone could be using your product.


Generally custom photography and real use cases are the most obvious in comparison to stock photos. Stock photos make a website look fake and tacky, very corporate and vague.


Custom photography can be an expensive but vital option as users believe they're looking at a very legitimate use case of your product or service.


Stock photos can be seen on other website, and give the impression your service may not yet be validated by businesses or consumers.


Don’t overwhelm your visitor


Have you ever wanted to do an activity with a friend or spouse, provided a dozen options only to hear that they don’t want to partake in any of those?


Keep your options simple, and to a minimum. Don’t overwhelm your user.


Providing too many options everywhere and overwhelming your consumers could create the scenario where they don't make a purchase at all.


Or they don’t sign up simply because they have exhausted their willpower and are no longer interested in making a decision on your site because it is hard to understand the key CTA.


Conclusion


Some of the data points that we look at when we approach a new project:


What are the product benefits?


What is the main CTA for the business?


What’s the best way to visually convert the user into the CTA?


How does the business drive traffic?


Before we design a website, we need to understand the business. It’s strengths and weaknesses, it’s competitors and its partners. The designs for marketing and for visual layout are built to find the best converting traffic sources.


Checklist


What areas on your website can be improved?


What is your main CTA?


Where does your traffic come from?


From these sources, which converts best?


Have you tried A/B testing? (Google Analytics + Google Optimize)


How many options do you show users?


Do you have social proof?


Can visitors relate to other businesses or consumers from your website media?




If you have questions for us, feel free to send in an email or contact us on social media