Clients often seek advice on the best practices for boosting their conversion rates on their websites. Our answers typically revolve around landing page designs and layouts. Site analytics should help clue you into which pages are not proving as effective with CRO, so try to pull those up and quickly assess which of the following tactics to implement in order to increase your conversions.


Relevancy 
Often site visitors feel as if the landing pages are not related to what they thought they were going to see. Is your content directly related to the wording surrounding the landing page link? It is very important to keep this consistent so the visitor isn’t confused.


Diversions
First, assess the content on the page from a newcomer standpoint. If you’ve visited the page too many times it may help to have a friend or acquaintance check it out. Are there any items that seem excessively distracting? This could be overshadowing your content and leading your visitors away from your site. Too many links or images could take their attention away from the call to action (CTA) and hinder your conversions.


Clarity
Does your content accurately convey the message? Do they understand the value they will receive if following through on the call to action? Make sure you ease any anxieties a visitor may feel. This can be done by explaining your secure transaction process, posting the number of others that have also taken the call to action, or thoroughly describing some successful results with those taking action.


CTA color/phrasing
Make sure your CTA’s stand out. This is how you convert your site visitors. If it isn’t obviously placed or colored to stand out from the page, how do you expect your visitors to find it? Try different phrasing to see which appeals most to your market. Some react better to more command phrases such as Buy Now, Sign Up for Your Free Trial Immediately and Act Now. However, some are turned off by this sense of urgency and react better to phrases like Try it Free, Reserve Your Spot or Take a Sneak Peek. These appeal more to them without feeling too pushy. Try different phrases, questions, etc. to determine what’s the best fit for your company.


Analytics 
Without data, you’re just guessing. Whether your website CMS offers analytics found in BannerOS, or you go external with analytics from Google or Moz, daily and/or weekly monitoring of your website’s performance is key to optimizing for conversions. It is here that you will truly discover success with your landing pages.


For more in-depth study, read our continuing series of website conversion articles here.