From clicks to customers: 4 tips to improve your website conversion

Here’s a scenario we see all too often: a company upgrades its website, gets its SEO in order, and gets traffic flowing to its site, only to find that it’s barely getting conversions.

Website optimisation for conversions is one of the most commonly overlooked factors for businesses. This is unfortunate because it directly impacts your revenue. Improving conversion rates from 1% to 1.5% is an instant 50% uplift on revenue or leads.

Without conversions, what you’ve invested into marketing your website may not pay off. It’s like paying buses to ferry people to your store, only to find them walking out without a purchase.

To address issues like this, we’ll give you a quick guide to proven conversion rate optimisation tips. These may prove especially useful for SME owners, lean marketing teams, or people worried about not getting returns on their ad spend.

1. Investigate your users’ behaviour

You can’t optimise anything if you don’t know what to optimise in the first place. 

So, it pays to figure out how users (of your website) are using it. Where do they go? What do they click on? What typically leads them to check out or close the page?

Try to get clear metrics so that you can work off real data. While the caveat is that you still have to interpret the data yourself, you can try these options:

• Google Analytics (GA4): This allows you to set up path explorations to track your users’ journeys through your webpages. Try seeing what pages record specific Events. Or go to “Explore” and “Path exploration”.
  

• Hotjar: For a fee, this allows you to record a number of randomised users’ actions on your website. You can see where their cursors hover and where they linger on a page. You can even get a heatmap of the most-clicked areas!
  

• Microsoft Clarity: It's free (for now), easy to install with a simple code to your site. You'll be able to see your customer behaviour on your pages.

Now, as we said, having the data is different from actually making sense of it.

If you’re having trouble interpreting the data or figuring out how to act on it, feel free to contact us. We do no-obligation consultations for businesses that need marketing assistance.

2. Identify apparent gaps

With tools like the ones we mentioned earlier, you can start finding the gaps in your conversion journey. Where are your conversion efforts failing? Where are customers dropping off all of a sudden in that path?

For example, let’s say your conversion goal is an online sale. Say you have a predefined set of steps for every sale.

In that case, you might try following this series of selections on GA4: 

• Reports 

• > Life Cycle 

• > Monetisation 

• > Checkout Journey 

• > Business Objectives 

• > Drive Online Sales 

• > Checkout Journey

And that should lead you to a report that shows you how many users complete each step in your sales funnel. 

From there, it’s very easy to see where a drop-off is happening. If 100 people complete Step 1 but only 10 complete Step 2, for instance, you know the problem is with Step 2.

Again, if you can’t figure out what the exact problem is with Step 2, though, contact us so we can give it a look.

3. Fill in the gaps

Let’s say you’ve found the gaps. The obvious next step in your website optimisation strategy is to fill them!

The idea here is to fix the things that could be affecting your conversion rate. Sometimes, it can be something infinitely simple. 

Having done digital marketing and website optimisation in Singapore for hundreds of campaigns, we can say that some mistakes get repeated time and time again. 

We’ll split them up based on conversion goals here, so you can see if they’re your issues too:

1. Goal: Getting leads

   1. Common error 1: failure to clarify the benefit to them if they provide their contact information.

   2. Common error 2: an overly confusing contact-detail-submission form.
      

2. Goal: Making a sale

   1. Common error 1: failure to include answers to common buyer concerns like shipping times, FAQs, and warranties.

   2. Common error 2: too many steps in the checkout or purchase process.

And these can often be rectified quickly if you know what you’re doing. 

For instance, if you find that one of your gaps is something like a failure to include good product photos of an item, that should be easily fixable!

4. Review, monitor, optimise performance

If you’ve worked with us before, you probably know our mantra already: forget resting on your laurels when you can monitor and tweak!

This applies here too. A good website optimisation strategy for conversion rates isn’t about changing things once and leaving them be forever.

You have to keep an eye on them to see if they’re working. If not, you have to make adjustments. 

And even when they’re working, you may still want to make adjustments that could make them work even better.

That’s how you optimise both a website and a marketing strategy – with a long-term mindset focused on continuous improvement.

We also recommend checking what your competitors are doing. It can often yield ideas for you to consider – or outdo!

Need specific and actionable advice for your case?

While the tips we provided here should help you get a sense of how to optimise for conversions, you may still find that you need help. And that’s fine!

It’s tricky to pinpoint exactly what needs to be done sometimes, even when you’ve found an apparent gap in your system. 

That’s where we can help. We do full funnel analysis and optimisation, can recommend overall website and marketing strategies, and craft a tailored plan according to your goals.

Simply reach out to us for a no-obligation consultation. We can find out what you need to thrive!