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Making changes on your website can be scary. What if your conversion rate goes down? What if you involve a designer to make all the changes (which will cost a lot) and just end up hurting your business?

All of these concerns are totally valid. And I?m not here to defend conversion optimization either. Every business has its risks. And if you really want to improve the conversion rate of your website, you should have the heart to explore new territories with calculated risks at least.

So, if optimizing your website for better conversions is new for you, implementing conversion rate optimization best practices from the industry is a great way to get started with minimal risk.

After all, these practices are called ?best? for a reason. They work for majority. But again, every website has its own unique visitor set and the results can sometimes be surprisingly unpredictable.

This is why, it is important that no matter what changes you implement on your website, you can track it in your A/B testing software to see how it is working out for your websites audience.

Given below are 21 conversion rate optimization best practices that you can test to improve the sales, leads, and profits of your website:



  • Eliminate unnecessary form fields. Don?t try to make your work easy by adding extra fields to be filled in by your customers.
  • Ask yourself again ? do you really need their company’s name, zip code, CVV code of their credit card, reconfirmation of their password/email id? A company reduced their 11-field form to 4 fields, which increased their conversions by 160%. Follow their example.


  • You may read case studies that say, red color call-to-action converted better than a green one, and so on. But this doesn?t mean that you should use the red color CTA to improve conversions.
  • It’s all about which color pops up better on the background of your web page. So, when I tell you that changing the button for better contrast and not the actual color that improved the conversion rate.
  • As an additional tip, I would recommend that you choose a CTA color that hasn?t been used anywhere on the page so that it stands out well and draws the necessary attention.

3. Get Rid of Your Automatic Image Sliders

  • You might think that it’s cool and all, but almost all conversion experts suggest that you remove these sliders as they reduce conversions.
  • Image carousels do not allow users to explore the site at their own pace, they create so much more that’s wrong with them.
  • Popular conversion experts, like Peep Laja strongly recommend that you get rid of them. You can replace these sliders with a profitable, static offer. To know more about replacement alternatives for image carousels. Why You Shouldn’t use them and How to Use Them the Right Way (If You Have To)

4.Stop Using Stock Photos or Shoudn’t I?

  • There?s nothing right about them except the quality, and that Google already knows the purpose of the images. They look phony and reduce the credibility of your website. Remember that the purpose of a website is not to look pretty, but to achieve certain objectives. We still personally use them but we suggest to also include original images too.
  • This Market Experiments case study showed improved conversions for a website that replaced a cheesy stock photo on their homepage with a picture of their Founder. This increased their signups by 35%.
  • People like to deal with humans, not websites. So, try using real people on your website instead of stock photos or even models. Let normal people like your own employees, pose for you. It will help people relate better and make them more willing to do business with you.

5. Test Your Call-to-action Button Text

  • Instead of saying something like, submit, or sign-up, use your button text to tell your visitors what they should expect on the next step after clicking that button.
  • Below, you can see how the conversion expert, Michael Aagaard implemented this in one of his A/B tests:
  • According to him, it is highlighting the benefit, in the button text that improved conversions.

6. Place your CTA above-the-fold

  • Unbounce A/B tested their landing page and hypothesized that shifting their pricing call-to-actions above the fold should boost their conversions. And their hypothesis proved to be right. The treatment page with call-to-actions visible above the fold increased their clickthroughs by 41%.

7. Add a Video

  • Show your product in action, make an instructional video if you offer something complicated. There are so many ways to just by adding a video on your landing page, it will give your credibility? It doesn’t have to be long. Just using a 2-3 minute video. No one has the time to watch long videos.

8.Make Sure You Have a Clear Headline.

  • Headlines are usually one of the most noticeable things on a landing page and getting it right can boost your website conversions to a great extent. Stick with action words and ones that increase intrigue.

9.Create Urgency

  • Offer a limited-time incentive. Give them a reason why they should bother to take action now and not after a few daysOr, you must have seen eCommerce stores displaying text like, ?Last 2 items left? on their product pages. You can try that too.

10. Display Your Phone Number in Huge Font.

  • It’s usually best that you add your number in your homepage header so that it isn’t missed by your site visitors. This adds credibility and also assures people that you are easily approachable if they have any problems or concerns during their purchase process.

11.Change Your CTA Link into a Button

  • Text links are often lost with the rest of the text, making it difficult to spot them on the page. Do yourself a favor and change them into huge buttons that stand out on the page.

12. Use the Magical Word “FREE”.

  • Just by adding a video on your landing page, it will give your credibility? It doesn’t have to be long. Just using a 2-3 minute video. No one has the time to watch long videos.
  • The word ?FREE? has contributed to the conversion rate of a lot many websites. Give it a shot, if you haven’t already. It shouldn’t take more than 2 minutes to create this test in our tool. And yes, you don’t need a designer or HTML knowledge for that.

13. Add Value to Your Offer

  • As long as the perceived value of your offer is not greater than what you are asking from your customers, you cannot make them convert.
  • One great way to increase the perceived value of your offer is to add benefits in your copy. Answer the “What’s in it for me?”, question of your visitors, and they will happily convert into leads or sales.
  • You can see how highlights the benefits of signing up for their newsletter in bullet points:
  • Bullet Points and Numbers highlight the value of any newsletter or website by showing important information to readers who only skim. It will get their attention just as numbers in order. Just remember to keep them limited.

14. Add “Real” Testimonials

  • By testimonials, I don’t mean this:
  • I love your website. Your dresses are so cool. ~ Amanda, USA
  • There are so many websites that display fake testimonials like the one above. Anyone can write and put them up. Your testimonials should have full names, and pictures of your customers to go with it.
  • The best testimonials are the ones that do the selling for you by saying what is unique about you and emphasize benefits of your offer.

15. Show Off Your Award Badges

  • One of our customer?s website was honored with an esteemed “WOW” badge in his industry. He proudly displayed it in his homepage header, resulting in a 72.05% increase in their conversions.

16. Figure Out Your Value Proposition

  • What is it that distinguishes you from your competitors? What gives you an edge over them? Think about it and use it to optimize your conversion efforts.
  • Conversion experts swear by the importance of having a good value proposition for all your marketing channels, and not just your website.

17. Add Trust Badges

  • Just by adding a video on your landing page, it will give your credibility? It doesn’t have to be long. Just using a 2-3 minute video. No one has the time to watch long videos.
  • You can even boast about reviews from Glassdoor, Yelp, and Better Business Bureau. These badges are like word of mouth advertising online.

18. Add Security Seals

19. Add Live Chat

20. Use Relevant Images

  • Images on your website have a purpose, i.e to push your visitors toward the conversion goal. If you’re using them just to break the monotony of the text, you’re not doing it right.
  • Exact Target tested an image to lend better clarity?and it improved their coversion rate by 40%!

21. Give Them a Price Match Guarantee

  • People want to be sure that they are not getting ripped off. Assure them that you can give them the best price in the market. If possible, show them a comparison of your prices with your competitor’s prices.

22. Repetition

  • Finally, make sure that you do not have too many call-to-actions on one page. Ideally, it is best to have only one call-to-action per page. It’s been shown that too many choices can confuse people and eventually reduce conversions.
  • Let’s be really clear; don’t repeat your CTA’s or marketing for that matter too often. Your customers will want to be surprised here and there too.
  • In the end, all methods to increase website sales and leads come down to better relevance, improving clarity, fewer distractions, reducing anxiety, and increasing urgency.

Toughjobs did a great job with our SEO the past six months.Everything they did was achieved and we were able to get proper link aquisition.

Jamie Jesup

Engineer, Progressive Concepts

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