How to Increase Website Conversions

7 Effective Ways to Increase Website Conversions

If you run a business to business (B2B) website, you may be feeling the pressure from your superiors to increase conversions. Though increasing conversions will almost always result in more profit, there are many factors to consider before you can do so. If you want to increase conversions on your B2B website, these seven effective ways can help you succeed where others have failed before you.

1) Design your landing page around a CTA

A call-to-action (CTA) is a specific button or link on your website that prompts users to take an action. Inbound marketing professionals are always recommending that you optimize your landing pages by placing a CTA somewhere where it’s clearly visible, but what if you have a website with multiple CTAs throughout? You can use analytics tools such as Google Analytics or Matomo to determine which parts of your site are most frequently visited, and then design specific sections around those CTAs. 

2) Get rid of things that distract from your CTA

Once you’ve made it clear what your CTAs are and optimized for them, it’s important to keep distractions away from those CTAs. For example, if you want your site visitors to complete a form on your homepage, don’t distract them with other links or images in that space.

3) Keep your landing page as simple as possible

The single most important thing you can do to increase conversions is keep your landing page as simple as possible. An overwhelming number of choices on a landing page can actually decrease conversions—more choices means less likelihood that a visitor will make a choice at all. What’s more, you want your visitors thinking about buying and becoming leads, not fumbling around with drop-down menus and product specifications—unless you have those things set up in advance, keeping them simple on your landing page is crucial for conversion.

4) Use a marketing tool for personalized messaging

Marketing automation software uses data you already have on your website and social media profiles to personalize your messaging. If a potential customer has interacted with your website in some way, their information will be added to your marketing database and used throughout the customer lifecycle. This helps you tailor all of your digital messages—email, SMS, Facebook ads, etc.—so that they feel more relevant and may increase engagement and sales. 

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5) Drive visitors to your high intent pages

Visitors who come from a search engine are in high intent and may be much more likely to convert. If you want your high traffic pages to get even more conversions, try incorporating keywords into those pages. When someone searches for something, they may click on several results before finding what they’re looking for. To help them find you first (and hopefully convert), include your keyword phrases on your landing page. This can help drive targeted traffic that is ready to buy or sign up right away.

6) Create high-quality, enticing photos and videos

You want to catch your potential customers’ attention, so it’s important to have high-quality images on your website. Creating attractive pictures, as well as creating quality videos, can help persuade new clients that you are an industry leader and an expert in your field. Producing high-quality images and videos requires a significant investment of time, but it will be worth it for you in the long run.

7) Add high and low intent CTAs in relevant places across your site

Place high-intent CTAs (Buy Now) in places where visitors are likely to convert, like product pages or sales pages. It’s also a good idea to place low-intent CTAs (your company contact info or learn more button) on less important landing pages. Just make sure you don’t overdo it. Having multiple CTA buttons across your site can lead visitors to click without really understanding what they want to do next.