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How to Improve the Conversion Rate of Your Website

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Conversion rate is determined by how your visitors trust your brand, your website usability, and the relevance of the incoming traffic. The standard conversion rate is about 2%, but most sites have 0.1 to 0.2%.

Optimizing your website can help improve its conversion rate and deliver worthwhile results. In fact, having a high conversion rate is the key to increased sales.

However, you must remove all barriers to conversion to achieve this positive outcome. Here is how to improve the conversion rate of your website.

Define Your Site’s Goals

Setting your site’s goals is important because these are the key factors you will measure to determine the conversion rate and optimize. These goals include specific actions that your site’s visitors must complete, such as contact form submits, page visits, click-on links, among others.

The next step is to evaluate your visitors’ behavior in relation to these defined goals. For instance, you should place conversion buttons in various locations on your site if you want your visitors to fill the contact form. In fact, you can set a temporary pop-up for the users that stays longer than 30 seconds to nudge them to subscribe to your newsletter.

Use Email Validation to filter out erroneous emails, eliminate duplicates, low-quality emails, or spam traps before sending your newsletters. This will drive targeted traffic to the site and optimize your website accordingly.

Track and Analyze Visitors’ Data

The best way of improving conversion rate is by making decisions based on visitors’ data instead of assumptions and estimations. Their details will inform you about their preferences which can help you direct your optimization efforts appropriately.

Therefore you should track visitors’ behavior on the landing page, the source of traffic, bounce rates, click-through rates, return customers, and other customer feedback. For instance, you should measure your email campaign based on the increase of visitors after sending a newsletter. Low traffic indicates that few customers received or read your content. That means you must verify the list of email addresses using an email checker to determine their validity before running another campaign.

Define Your Value Proposition

Value proposition refers to factors that set you apart from your competitors. They give customers reasons to buy from you or subscribe to your services.

Stating your value proposition through images, headlines, and others will help improve the conversion rate. Additionally, they should feature the unique selling point (USP) in less than 10 words.

Keep Your Site Navigation Simple

There is a reason why visitors come to your site, so maintain your site as simple and seamless as possible. Indeed, making your website user-friendly increases its usability and nudges potential customers to convert.

The reason is that visitors stay longer on a website that is easy to navigate. This helps them study your products or services and how to buy from you. Therefore it’s important to remove all barriers to customers converting immediately.

Showcase Your Reviews and Testimonials

Potential customers can only convert when they trust your brand. Building trust takes time, but you can speed up the process by showcasing your customer reviews and testimonials.

Most companies increase their credibility by sharing their customers’ success stories using videos and photos. They also provide a list of well-known global brands that they work with in order to help potential customers trust them.


There are several ways to improve the conversion rate of your website. High traffic coupled with a good customer experience can convert potential customers to buyers, thus increasing sales.

The featured tactics are a great place to start. Therefore define your goals, collect data, make it easy to navigate your site, highlight the factors that make your brand unique, and showcase your testimonials. Companies that have implemented these tips have begun recording improved conversion rates.

Therefore, continue to test your objectives to find out what is working with your target audience and where you can improve.

Kossi Adzo is the editor and author of He is software engineer. Innovation, Businesses and companies are his passion. He filled several patents in IT & Communication technologies. He manages the technical operations at

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