🧠 Simple Tweaks to Drive Higher Conversions on Your Website

Welcome back to the 38th edition of Nord Media

I read a statistic the other day saying:

“Website users only have time to read around 20-28% of the words on a site during an average visit.”

Basically, just having a website isn’t enough.

Being one of the most important channels for converting visitors into customers.

You need to take a step back and look at your site from the perspective of your audience.

You need to structure your content so that visitors can easily find what’s most important to them, saving them time and increasing the likelihood that they will convert.

There isn’t a specific set of rules or tactics to follow, but here are a few different things to keep in mind to optimize for higher conversion rates:

The Basics

A conversion rate is the percentage of visitors who complete a desired action, like completing a web form, signing up for a service, or purchasing a product.

It can be calculated by:

(# of Conversions ÷ Total Visitors) X 100 = Conversion Rate

A good conversion rate is entirely dependent on niche and industry, 

However, a 2023 survey by Ruler Analytics found that the average conversion rate is around 2.9%.

If your conversion rate isn’t where you want it to be, it’s time to start optimizing.

The Landing Page

Landing pages are meant for people to take action.

Keep landing pages focused and free of distractions.

There should be a singular goal (selling a product, collecting an email, etc.)

Minimize navigation options

Use quick, punchy lines

Make sure the CTA is clearly visible

By tracking and analyzing your landing page metrics, you can gather tons of insight into your marketing performance— how your different offers stack up, how visitors and leads convert over time, etc.

This gives you powerful info to help optimize and boost your marketing efforts.

The Three Modes of Persuasion

The Greek principles of persuasion are still a basic foundation of human rhetoric. 

By understanding them and how they can be applied on the most important page of your website, you’ll increase your chances of successfully converting users. 

Logos, Ethos, & Pathos

Logos is the idea of persuasion through using logic or reason, citing credible sources, and using:

• Case studies

• Statistics 

• Metaphors

• & Analogies

Ethos involves building your brand’s credibility or character. Building trust requires an unbiased tone, consistency, and syntax. 

You can build a strong ethical appeal with: 

• Consistent branding

• Confidence in delivery

• Credible Citation

Pathos allows for persuasion by appealing to emotion. You want to inspire emotionally to encourage actions. 

Use:

• Relevant imagery

• Inspirational quotes

• Vivid language

• Values

• Stories

The three modes of persuasion structure your homepage in a manner that genuinely relates to users. 

And when done successfully, will increase conversion rates.

A Strong CTA

A well-crafted CTA is key to increasing conversions and generating leads for your business.

Think about where your audience is in their journey. 

• Are they ready to act and just need a nudge, or do they still need more information to be convinced? 

• If they’re at the final stage, a short, direct CTA might work best. 

• If they’re still evaluating, consider a longer message that highlights the benefits of your offer to help guide their decision.

Also, consider where you’ll place your CTA. 

• Is it for a landing page, an email, or another piece of marketing content?

• The placement should match the medium. 

For instance, on landing pages, CTAs often perform best above the fold, where they’re immediately visible. 

• In emails, however, they’re typically more effective in the middle or at the end of the body copy. 

Different placements work better for different goals, so plan accordingly.

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Test Your Landing Page

A landing page is where a visitor becomes a lead or where an existing lead engages more with your brand.

To make your landing page as effective as possible, run A/B tests to see which design and content features work best for your audience. 

A/B testing lets you experiment with variations in 

• Website copy,

• Offers, 

• Images, 

• Form questions, 

• And page layouts to find what resonates most with your visitors. 

You might discover, for example, that a lengthy form or page layout reduces conversions.

For example, China Expat Health used A/B testing to boost their lead conversion rate by 79%. 

One of the key changes was replacing the headline “Health Insurance in China” with “Save Up to 32% on Your Health Insurance in China,” presenting a clear value.

This was further reinforced with customer testimonials, adding credibility and appeal.

Closing Thoughts

Improving your website’s conversion rate comes from refining the experience so that it aligns with visitors' needs at each stage. 

Small changes, like adjusting your CTA placement or simplifying forms, can make a bigger difference than you think.

Keep testing, learning from results, and adapting to what resonates best with your audience. 

A focused, well-optimized website will help you catch interest and drive meaningful actions, bringing you closer to your conversion goals.

Happy converting!

Want to learn from me or connect on other platforms? 👇
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Thank you for reading! I appreciate you.

Sincerely,
Kody