Driving traffic to your website is only half the battle. If visitors aren't converting—whether that means making a purchase, signing up, or requesting a demo—you're losing the majority of your potential customers.
1. Simplify Your Forms
Every additional form field reduces conversions by approximately 11%. Ask only for information you absolutely need. You can always collect more data later in the relationship.
2. Add Social Proof Above the Fold
Testimonials, review scores, client logos, and user counts build instant credibility. Place them near your primary call-to-action where they can influence the decision at the critical moment.
3. Create Urgency (Authentically)
Limited-time offers, low-stock indicators, and countdown timers work—but only when they're genuine. Fake urgency erodes trust. Use real deadlines and actual inventory data.
4. Optimize Your CTA Copy
Replace generic "Submit" buttons with benefit-driven copy. "Get My Free Guide" outperforms "Download" because it emphasizes what the user receives. Test different variations to find what resonates with your audience.
5. Reduce Page Load Time
Every second of load time costs you conversions. A page that loads in 1 second converts 3x better than one that loads in 5 seconds. Compress images, minimize scripts, and use a CDN.
6. Use Directional Cues
Guide visitors' eyes toward your CTA with arrows, images of people looking toward the button, or contrasting colors. Subtle visual cues can significantly increase click-through rates.
7. Implement Exit-Intent Popups
Catch visitors before they leave with a compelling offer. Exit-intent popups can recover 10-15% of abandoning visitors when done well. Keep the offer relevant and the design clean.
8. A/B Test Headlines
Your headline is the first thing visitors read. Test different approaches: benefit-focused vs. curiosity-driven, short vs. long, question vs. statement. Small headline changes can move conversion rates by 20-30%.
9. Remove Navigation on Landing Pages
For dedicated landing pages, removing the main navigation can increase conversions by up to 100%. Fewer options mean less distraction from the primary goal.
10. Add Live Chat
Visitors with questions that go unanswered leave. Live chat (or a well-configured chatbot) can address objections in real-time and guide visitors toward conversion.
11. Optimize for Mobile
Over 60% of web traffic is mobile. If your conversion flow isn't seamless on phones—large tap targets, minimal typing, fast loading—you're losing the majority of your potential customers.
12. Use Micro-Commitments
Break large commitments into smaller steps. Instead of asking for a purchase immediately, start with a quiz, a free sample, or an email signup. Each small "yes" makes the next one easier.
The Testing Mindset
CRO is an ongoing process, not a one-time project. Run one test at a time, let it reach statistical significance, implement winners, and move to the next test. Over time, these incremental improvements compound into dramatic results.
Start with the tip that addresses your biggest bottleneck. Where are visitors dropping off? Fix that first, then work your way through the list.