7 Crucial Website Conversion Rate Factors

Website conversion rate is a topic that isn’t discussed too often.

That’s why I didn’t hesitate when Michelle Strassburg offered to write a guest post about the issue.
I’ll let her do the talking.

Website conversion rate is the percentage of visitors who will take a desired action which will somehow profit your business.

Although the term ‘website conversion rate’ is normally used in relation to e-commerce sites, it also applies to sites making a living from advertising revenue and those living on lead generation.
In fact, most sites I know of have some sort of website conversion matrix.

Here are 7 factors which will influence your website conversion rate and how you can improve each one.

  1. Poor navigation
    Making your site easy to navigate includes having navigation elements in commonly accepted locations on the site.

    For example, visitors will look for a search box on the top part of the site, a log in / register option above the fold and contact us in the footer or header.
    Although you might think it’s oke because your design is unique, it might be so unique visitors will struggle finding their way around.
    Use common navigation elements and if you have any doubts, look how the big players the likes of Amazon and eBay address that problem.

  2. Limited browser support
    A few years back, most web users used IE, but nowadays visitors use many types of browsers from Firefox to Google Chrome.
    If your site supports only IE for example (I’ve recently came across one – I know, shocking), you’ll be missing out as your website conversion rates will be low.
    To check how well your site is working with various browsers, you can either install a virtual machine or try the free BrowserShots utility.
  3. No call to action
    You really don’t want to leave visitors second guessing what’s the site about. Make sure to use a call to action across your entire site, for example ‘add to basket’ or ‘view more’.

    If you are have the resources, try different call to action messages across the store using A/B testing. To further increase your website conversion rate, I’d recommend giving Google Site Optimizer a try as it’s free and altogether easy to set up.

  4. Typos and spelling errors
    The two have a profound effect on the site’s credibility.
    While we all make mistakes and typos from time to time, it’s important to iron-out those and run a spell check before committing any content to the live site.
    A useful tip is to encourage visitors to report typos and spelling mistake.
  5. Page loading times
    It is crucial to work on the user experience, particularly how quickly the content is fetched. If your site loads too slow, the visitors might go else where.
    To check how quickly your pages are loading, how to fix it and to read up on best practices try the free Page Analyzer utility or if you’re using Firefox, Google has a neat speed test plug in.
  6. No trust signals
    Visitors need to feel they can trust the site because they’re going to hand over their confidential information, be it credit card details or even an email address.
    Check that you’ve display information such as your address, phone number, company registration number, about us, privacy policy, terms and conditions, 3rd party accreditation and so on.
  7. Few offers
    The idea behind introducing offers as such is to make your offers more appealing to more visitors.
    Customers come in many shapes and forms, some find free delivery offers appealing, some find sale offers appealing and some are looking for added value offers (for example product bundles).

    Put together a yearly offer road map which can include offers such as free delivery, buy 1 get 1 free, cash back, upgraded delivery method, price reduction, end of line, limited stock, discount over certain amount etc and rotate between them so you always have offers.

I hope you found these website conversion rate tips useful.
If you think of any other factors, list them in the comments section.

– – –
Article by Michelle Strassburg, Head of Sales and Marketing at Wood and Beyond, sellers of hardwood flooring and worktops.
Michelle has over 10 years experience managing online marketing and is an active blogger.

Case here again.
Well, strong website conversion factors I guess.
Any comments or additions? Post them below

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17 thoughts on “7 Crucial Website Conversion Rate Factors

  1. Ferry Overtochten says:

    Hi, I personally think that page loading speed and the way it loads is very important. By the way i load is that does the page load in one go, or does it load in sections? The sales on one of my websites all of a sudden droped by 50% and this had all to do with page loading time, it even affected my google ranking for certain keywords so it looks like Google now also puts importance to how fast a page is.

    So be fast or loose out 🙂

  2. Mike @ Internet Work At Home says:


    Thanks for all the info you share here on your blog. Michelle makes good points here, one that stands out in many marketers is failing to have a call to action. Conversion rates can be a headache. Like anything, it takes time and practice.

    Look forward to following your blog.

    Mike Sweeney

    • Case Stevens says:

      Thanks Mike, glad you like it.
      As you can see, Michelle spends time and is still practicing. 🙂
      That, indeed, is the ‘secret’.

  3. Thanks for this very useful guest article Michelle Strassburg. Most of the above mention method known to me except that ‘Google Site Optimizer’ link. Thanks for the link. I will give it a try and hope I will able to extract good result from it.

  4. Case Stevens says:

    Sounds like a great strategy Denise!

  5. Sandy says:

    I agree that it’s important to give company details on a site where you give you credit card details but I find that a contact form on a blog site works best.

  6. Case Stevens says:

    That’s an interesting experiment. How did that turn out on the long run?

  7. Srinivas Varma says:

    I like the topics listed like website should be cross-browser compatible,thanks for the apprehensive list.

  8. Bill says:

    Every business site must covert, whether it is a full e-commerce site or site. The objective should be clearly defined – a “most wanted response” – and the site will convert when that objective is achieved, whether it be a sale, referral, subscription or inquiry. Great list!

  9. kevin says:

    good article! thanks for sharing
    And i think, due to the different industry, website conversion rate is different? Web2.0 community website conversion rate is generally higher than e-commerce site, but each time the benefits of conversion rate is low compared to.

  10. bhavy says:

    I agree, as all success of site depends on website conversion rate and how we influence our visitors. All the seven points defines the problems which visitors may face. So we must check them and improve them.

  11. Sharmani says:

    Very Interesting article to read, something hitting my minds are

    1. page loading speed and the way it loads is very important.

    2. using principles from conversion to making money from advertising and affiliates.

  12. Tim Lowe says:

    As someone who uses a lot of PPC I am constantly trying to “tweak” my squeeze pages for maximum conversion.

    Lots of what you have said also makes for a better “qulaity score” with Google. It is good to have some links on the squeeze page, all be it quite discreetly at the footer with contact info and privacy policies.

    All the info on a squeeze page needs to be clearly displayed “above the fold” and video optins work well because people will stay longer on a video page than a text page. This helps with quality score too!

  13. Rick Stiles says:

    I like the list, but I’d elaborate on point 3.

    Having a call to action is going to help conversion rates, but having a few, strategically placed, clearly defined calls to action can dramatically increase conversion rates.

  14. Bobby G Keith says:

    You know it never occurred to me to include trust signals…totally makes sense. I appreciate the whole article.

  15. Joshua says:

    You can have all the traffic you ever need but if you fail to get this ingredient right then your online business will not realize it’s full potential. I know I had a site that was getting a fair amount of traffic and absolutely no conversions. Until I realized that what I put on the page was just as important as the traffic I send to it, I didn’t make a single sale.

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