8 Surefire Ways to Maximise Conversion Rate on Your Website

Last Updated: 

October 8, 2025

The e-commerce business is booming. eMarketer reports that retail e-commerce sales reached $799.18 billion in 2020 and are expected to hit $908.73 billion in 2022 in the United States.

More and more people are venturing into e-commerce because of its many perks. It’s more convenient and relatively cheaper than maintaining a physical store. Plus, doing business online can offer huge income and growth potential.

However, success in online business is never guaranteed. You need to invest in digital marketing and online advertising campaigns to increase awareness of your product or service. You also have to monitor vital metrics to determine if your digital marketing campaigns are helping your online business grow.

Key Takeaways on Maximising Your Website Conversion Rate

  1. Understand Your Users: To convert visitors, you first need to know what they want. Use on-site surveys and feedback widgets to gather insights into their needs and identify any barriers preventing them from taking action.
  2. Keep Contact Forms Brief: A long, complicated contact form can scare potential customers away. Simplify it by only asking for the essentials, such as name, contact details, and their message, to make it easier for them to get in touch.
  3. Analyse Your Competition: Look closely at what your competitors are doing. By examining their landing pages, value propositions, and checkout processes, you can learn from their successes and failures to improve your own site.
  4. Define Your Value Proposition Clearly: Your website must immediately tell visitors why they should choose you. A strong value proposition, like highlighting free shipping, clearly communicates the unique benefits you offer.
  5. Create an Appealing Website Design: Your site's visual appeal matters. Use colours effectively, include engaging images or videos, choose readable fonts, and simplify navigation to provide a better user experience that encourages visitors to stay.
  6. Showcase Reviews and Testimonials: Build trust with potential customers by displaying genuine reviews and testimonials. Social proof makes your brand more credible and can significantly increase the chances of a visitor making a purchase.
  7. Use Pop-ups Strategically: While they can be annoying if done poorly, well-timed and relevant pop-ups are effective conversion tools. Ensure they offer value, appear at the right moment, and are easy for the user to close.
  8. Strengthen Your Calls to Action (CTAs): Don't just say “click here.” Use strong, action-oriented phrases that create urgency and clarity, such as “Buy now and get free shipping!” to guide users towards the desired action.
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What is website conversion?

The primary purpose of your company’s website is to generate conversions. There is conversion when a user completes a predetermined or desired action on your website, such as filling out a contact form, signing up for a newsletter, or making a purchase.

Conversions vary among businesses. Some focus on earning sales, while others concentrate on generating leads. Regardless of the type of conversions you choose, monitoring your website conversion rate is crucial.

Why should you measure your website conversion rate?

It is important to monitor your website conversion rate because it can measure the overall effectiveness of your website and its landing pages.

In addition, monitoring your website conversion rate can help you improve your content strategy. It enables you to identify your audience and their interests. Consequently, you can customise your content accordingly to draw their attention.

Measuring your website conversion rate requires finding the most appropriate metric. If your goal is to increase revenue, you can choose from any of the following:

  • Sales
  • Cost per acquisition
  • Return ad spend

If you aim to get more leads, you can opt for any of the following:

  • Lead inquiries
  • Number of new visitors
  • Number of return visitors
  • Interactions per visit

How do you calculate your website conversion rate?

Math can be scary. Luckily, you don’t need to be a math genius to calculate your website conversion rate. The formula is straightforward:

(Total Goal Completions / Total Website Visits) x 100 = Conversion Rate

Say you want to calculate your website conversion rate for January to determine whether you are making sales. During that timeframe, 10,000 people visited your website, but only 2,000 made a purchase. Your calculation should look like this:

(2,000 / 10,000) x 100 = 20%

Your website conversion rate is 20%.

What is a good website conversion rate?

According to the latest survey, America’s average website conversion rate is 2.63%. Does this mean a good website conversion rate is anything above 2.63%? Unfortunately, there is no single answer.

Several factors beyond your control can influence your website conversion rate. These include the following:

  • Pricing
  • Brand reputation
  • Sales complexity
  • Product or service offerings

Nonetheless, you can feel positive if your website conversion rate is higher than what you had previously.

How can you increase your website conversion rate?

Now that you know the basics, you can check your website conversion rate to see where you stand. Do not worry if you find your website conversion rate poor. One of the ways you can boost your rankings is by using a powerful personalisation platform for your ecommerce business so you'll be improving your conversion rate with Yieldify in no time.

Bad numbers do not necessarily imply that you failed. Instead, you can view them as a call for improvement. We list down ten ways you can maximise your website conversion rate.

Understand users

You cannot convert your visitors if you do not know what they need and want. An on-site survey is one of the ways you can find what drives users to your website. You can ask for their personal information (e.g., name, age, and gender) and reasons for visiting your website.

Another way is to put an incoming feedback widget on your website. You can use it to identify the barriers that stop visitors from converting. Soliciting customer feedback also helps you identify what products to add to your arsenal and how to improve your service.

Keep your contact form concise

How to increase your website conversion rate
Photo by Tumisu from Pixabay

Your Contact Us page makes it easier and faster for your customers to reach you. Thus, it is an excellent way to turn your visitors into customers.

A study conducted by CMO Council reveals that the majority of the customers rate fast response time as the most critical attribute of a good customer experience. Customers are willing to complete their purchases online when a company responds quickly to their inquiries.

However, a long contact form can scare away or bore visitors, so stick to the essentials. You can go for three fields: name, contact information, and message/inquiry.  

Run a competitor analysis

Competitor analysis is an in-depth examination of your competitors’ strengths and weaknesses to assess how you fare in the market. 

It can optimise your website conversion rate by examining what users’ like and do not like about your competitors’ websites. In doing so, you can apply the best practices to your website to increase your conversion rate.

You may want to give more attention to these areas:

  • Landing pages (i.e., webpage designs and formats, contact forms, and value propositions)
  • Checkout processes (i.e., payment channels and presence of live agents)

Clearly define your value proposition

Your homepage or landing page should clearly define your value proposition. A value proposition is a promise your company intends to deliver to customers upon buying your products or using your services. Stock market analyst, trader, and commodity futures broker J.B. Maverick posits that an effective value proposition has these three elements:

  • It identifies your primary target market.
  • It answers why customers should choose your products or services over those of your competitors.
  • It establishes a strong relationship with customers.

More than half of online shoppers worldwide identify free shipping as the leading incentive to purchase a product. You may want to add it to your value proposition and put it on your website’s header.

Make your website appealing to users

Make your website appealing to users
Photo by Michał Parzuchowski from Unsplash

One, play with colors. According to Color Psychology, the proper use of colors can raise your website’s visual appearance by 93%. It can also increase visitors’ purchasing intent.

Two, include pictures, graphics, or videos. Reading a 1000-word post can wane readers’ interest.

Three, make your words readable. Fun small fonts can be straining to the eyes. Avoid a font size lower than ten and go for a simple typeface, such as Times New Roman, Arial, and Calibri.

Finally, simplify your navigation features. For instance, go for a firm navigation menu instead of a drop-down menu. Many users find the drop-down menu annoying, leading to a less efficient, less pleasant user experience.

You can learn a thing or two from here.

Include reviews and testimonials

Trust may be a short word, but it connotes a strong implication. Consumers are likely to buy your products or use your services if they consider your brand trustworthy.

However, online consumers can be skeptical. After all, not everything displayed online is real. You can build consumers’ trust by showing actual receipts.

Include reviews and testimonials on your website. Users who interact with reviews and customer Q&As are 105% more likely to purchase a product or service while visiting.

You can leverage reviews and testimonials to generate website conversions by doing the following:

  • Making them visible
  • Adding customers’ pictures or the products they received
  • Partnering with influencers

Add a pop-up

Pop-ups can be annoying to users, but they work. A report by Sumo shows that the average conversion rate for pop-ups is 3.09% but can increase to 9.28% if done correctly.

Here are the characteristics of excellent pop-ups:

  • It appears at the right time and in a timely fashion.
  • It offers something relevant to users.
  • It surfaces only once per user.
  • It is easy to close.

Strengthen your call to action

A call to action invites users to proceed with some desired action. You can use it to direct visitors to your products or services, contact form, or subscription offers.

A “click here” will not suffice. You need to use brief phrases with strong verbs, like “Buy now and get free shipping!” or “Subscribe today to get the first dibs!”

Conclusion

The goal is to attract users to visit your website. The more visitors you get, the more chances of generating conversions. 

Again, website conversion can vary from one business to another. You may want to hire a digital ad expert to assist you in finding the website conversion metrics most appropriate for your company. 

FAQs for 8 Surefire Ways to Maximise Conversion Rate on Your Website

What is a website conversion?

A website conversion happens when a visitor completes a specific goal you've set. This could be anything from making a purchase and filling out a contact form to signing up for your newsletter. The exact action depends on your business objectives.

How do I calculate my website's conversion rate?

The calculation is quite simple. You divide the number of times a goal was completed (e.g., sales or sign-ups) by your total number of website visitors, then multiply that result by 100 to get a percentage. The formula is: (Total Conversions / Total Visitors) x 100.

What is a good conversion rate?

There isn't a single number that defines a “good” conversion rate, as it varies widely by industry, product, and pricing. While the US average is around 2.63%, a better approach is to focus on consistently improving your own rate over time.

Why is a concise contact form so important for conversions?

A simple, short contact form reduces friction for the user. When you only ask for essential information, you make it quicker and easier for potential customers to reach out, which increases the likelihood they will complete the form and become a lead.

Can customer reviews really make a difference?

Absolutely. Including reviews and testimonials builds trust and provides social proof. Online shoppers are often sceptical, and seeing positive feedback from real customers can give them the confidence they need to make a purchase from you.

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