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How to optimise your website for conversion

Friday 27 July 2018 Data-Led MarketingDigital Marketing


Suzanne Jiggens-Johnson's picture
By Suzanne Jiggens-Johnson

If you have traffic coming to your website, but not many visitors taking more action than just looking at a few pages, it's likely you have a website conversion issue. More than ever, brands need to prioritise displaying the most relevant content for their audiences at the right stage in their purchasing journey. The process of optimising your website can be overwhelming, however we have summarised the top 5 important points to get your website converting more effectively.

These five points will put the building blocks in place to achieve higher conversion rates in a competitive digital environment. 


1. Agree on your KPIs and what you should be measuring

It sounds obvious, but it’s important that all stakeholders agree on what your website is being optimised for. There should be a macro KPI, which may be based on online sales, email signups, app downloads, appointment bookings or trial requests. Agree what is most important to your business at this stage and then prioritise the customer journeys on your website. In addition to your macro KPI, there will be a variety of micro KPIs to be measured that ladder up to your macro KPI.


2. Adopt a data-driven mind-set

Conversion testing should not be used to settle opinions on design but should be led by insights from both the quantitative and qualitative data. To begin, your website analytics should be set up correctly to give insights into quantitative data. For example, in the insurance sector, form completion is especially important. It’s essential to set up conversion funnel tracking with goals in place to represent KPIs, eg. quote form completions or online policy conversion. This will enable you to see where users are dropping out of key conversion stages and will then prompt where changes should be made.

Furthermore, enhanced link attribution enables visibility of what links and buttons drove the highest click-through to the next stage in your identified user journeys. By far the easiest way to set this up is through a tag manager, eg. Google Tag Manager or Adobe Dynamic Tag Management.

From here, the way you slice your quantitative data is important to maximise insights. A very simple example is comparing conversion rates of KPIs by device. This will determine a starting point for further investigation of testing pushing quote, book an appointment or email signup generation more on the mobile site. More about testing in point 3.

Once you’ve determined where key drop off points are in your user journeys, the next challenge is to work out why users are dropping off at these stages. This is the collection of your qualitative data. There are numerous tools that can be used to help you with this. Heat mapping and form analytics tools are useful to examine how users are interacting with your quote forms for instance.


3. Prioritise your A/B tests

It’s important to have a robust testing plan in place, with dedicated resource to manage it on an ongoing basis. Prioritise your tests by implementation difficulty, expected impact and the amount of learnings you will gain. Continue to test based on the results (there should be a new champion at the end of each test) to ensure that your findings don’t become stagnant. To begin, start with 1 or 2 items on a page which are highest on your priority list, avoid A/B testing too many things.

As your testing rigour progresses, consider using a decent testing tool, such as Adobe Target or Optimizely. These will give you the ability to carry out a significantly higher number of tests and will ultimately help you achieve higher conversion rates in a shorter amount of time.


4. Carry out UX best practice on your forms and landing pages

Despite the importance of being data-driven, there are still some common UX best practices that we recommend. Examples include, the amount of content displayed when explaining policy term and content on forms and checkout pages.

In some sectors, lengthy content may be exacerbated by tight regulations, but it should still be limited to ‘must have’ and be as concise as possible. The use of icons to illustrate USPs and breaking up of longer pages with CTAs is a good idea. Additionally, displaying customer reviews alongside throughout the purchasing engine will reassure users.

For landing pages and purchase forms, make sure steps are simplified and are clearly labelled so they user can see how far they have to go. Don’t make forms longer than necessary and pre-populate fields where possible for returning users.

When possible, personalise landing pages based on demographic, channel and search term used.


5. Utilise your onsite tools strategically

Optimise your onsite tool capability for a better customer experience. Once you’ve identified that a user is in the consideration phase of the purchase funnel, test presenting the online chat function or the positioning of a ‘help me choose my product’ style tool, this may have a profound impact on conversion rate.

Once you have a clear idea of what you’re trying to achieve in terms of your macro KPI, it will be easier to identify what steps should be taken to help you achieve a better conversion rate. Testing allows for better decisions to be made and with persistence will pay off with a better customer experience and higher conversion rates.


If you need help getting started with improving your conversion rate on your website, get in touch.

If you have traffic coming to your website, but not many visitors taking more action than just looking at a few pages, it's likely you have a website conversion issue. We have summarised the top 5 important points to get your website converting more effectively.

How to optimise your website for conversion