9 Steps to a guaranteed increase in website conversions

Posted by Murray Sye

on Mon, Jul 20, 2015 @ 08:54 AM


Would you like more conversions to come your way?

Of course you would. We all do.

Then you'll want to know how to get more conversions, and we're going to tell you how in today's post.

Although there are no 'magic buttons,' or sneaky copywriting tricks, it's a well-defined, systematic process. If you'd like to know how you can guarantee more conversions, then this post is for you.

The Conversion Rate Experts (C.R.E.) at Kissmetrics has developed a proven process for growing online businesses through conversion rate optimization. They have used it to measurably grow some of the web's most prestigious and successful companies. So without further ado ...

1. Determine the rules of the game (and how to win it)
Spend some time developing your strategy, your long-term goals, and how you'll measure success.

  • Don't make assumptions. Find out (don't guess) which parts of your business are underperforming and why.
  • Understand the thought process of your visitors. Walk in their shoes. Try to become a customer of your own site, and see things through their eyes.

2. Understand (and tune) existing traffic source

  • Develop a bird's-eye perspective of your website. Get a good understanding of your entire conversion funnel – where visitors are coming from, which landing pages they arrive on, and how they navigate around your site. Identify the areas that appear to hold the greatest opportunity.

3. Understand your visitors (particularly the non-converting ones)
Don't guess – find out why your visitors aren't converting. This usually requires some research in three core areas:

  • Understanding different visitor types and intentions
  • Identifying user experience problems
  • Gathering and understanding visitors' objections

4. Study your marketplace

  • No business exists in a vacuum. Study your marketplace – your competitors, industry experts, and what your customers are saying in social media and on review sites. Then, explore possibilities for improving your positioning by building upon your company's core strengths.

5. Expose the hidden wealth in your business

  • Identify which aspects of your company (the company "assets") are the most persuasive to potential customers.
  • Present those assets to potential customers at the right time in the buying process. 
  • Invest time acquiring, gathering and displaying your company's "persuasive assets." 

6. Create your experimental strategy

  • Take all of the ideas you've generated from you research, and prioritize those big, bold, targeted ones that will grow your business in the shortest time. Bold changes give you more profit, and you get quicker, larger returns.

7. Design your experimental web pages

  • Create a wireframe of the new page (or page element). The wireframe must be designed to be more persuasive, believable and user-friendly than the existing version.
  • Carry out several usability tests on the wireframe and discuss them with anyone who has an empathic understanding of your customers.

8. Carry out experiments on your website

  • Perform A/B tests on your experimental webpages.
  • Follow a procedure that ensure that all team members understand what the test is, why you're running it, how it fits into the site, how it aligns with the business goals, and how you'll measure success.
  • A/B testing software can calculate which version of the page has generated more conversions than the others.

9. Transfer your winning campaigns into other media

Explore how the insights from your winning experiments can be implemented in other parts of your marketing funnel. For example:

  • A winning appeal in a landing page test can provide a winning headline for your AdWords campaigns (or vice versa).
  • A winning landing page can be adapted for offline media.
  • If a particular offer performs well in your own marketing materials, your affiliates may benefit from using it too.


Remember that each of the experimental plans that you undertake will be based on the outcome of the previous experiments. Each improvement builds upon the success of the previous ones. After each split-test, it's important to "zoom out" and look at the whole conversion funnel again, to determine which part of the business you should focus on next.

Why you need to hire an inbound marketing agency


Written by Murray Sye

Murray is the CEO and Creative Director with the award-winning
Toronto HubSpot agency partner, WhiteSpace. You can
connect with Murray on Twitter, Facebook or LinkedIn.

Follow WhiteSpace

Join Our Mailing List