Web Speak: Conversions Demystified

You may have heard the word “conversion” tossed around when talking with a marketer or website designer about your website. It sounds pretty fancy, eh?

The reality is that the definition is quite simple: A website conversion happens when a user completes a desired action on your website. This could be signing up for a newsletter, making a donation, or filling out a form in trade for a download.

The goal of every business and nonprofit website is to generate conversions.

Conversion rate, explained

The conversion rate is calculated by dividing the number of conversions by visitors, then multiplying that number by 100. For example:

Let’s say you got 25 conversions for 1,000 visitors. 25/1000 = .025. Multiply that number by 100: .025*100 = 2.5%

If your website is generating between 2-5% in conversions, it’s doing pretty good. If it’s getting less than 2%, then your website isn’t doing its job.In either of these scenarios, there are things you can do to improve your site’s performance.

Keep reading for eight tips for increasing your website’s conversion rate from our team.

1. Define goals for your website

Your website should clearly state and support your company’s value proposition from the start and throughout the site. You should understand exactly what you want the site to do.

2. Know your audience and what they want

It is critical to know your audience. Who are you trying to draw in? Any content on your site (copy, design, calls to action) should be created with your specific audience in mind.

It should appeal to that specific group and be something valuable to them.

3. Use clear, concise copy (put 80% of effort into headlines)

Research shows that you have about 10 seconds to capture the attention of a new visitor. That’s not very much time!

We also know that people skim rather than read the content on a page. So, keep it short and sweet, and use headlines to capture attention.

4. Make the user experience excellent

Top-notch user experience design (UX) will ensure that your site is easy to read, use, and take action on. You want as little friction as possible to help the visitor find what they’re looking for (and make it easy for them to stay!).

5. Have clear and consistent CTAs

A Call to Action (CTA) is when you invite people to take the next step—and it’s how you get conversions. The ask needs to be clear (Sign up for our newsletter, sign the petition, donate, etc) and the CTA should present an easy target.

Keep CTA types to a minimum per page. For example, if the goal of your site is to gather leads through newsletter signups, don’t hide the CTA in the footer—put it front and center!

6. Simplify the navigation

Your website should be easy to navigate. Don’t make people think about how to find information!

7. Build trust using social proof

Testimonials and recommendations build trust with your audience and can have a huge positive impact on your site visitors. Also, consider ways to get industry awards, such as Top Nonprofit or Top Woman-Owned Business.

There are a lot of them out there. Research, apply, and put the badge on your site.

Sharing your story is another way to build trust with your audience.

8. Remove distractions and blockers

Avoid putting anything on the page that will distract the visitor from converting.

An example of this is placing a badge at the top part of the page that either does nothing or takes the visitor to another site.

9. Bonus tip! Get help when you need it

Not sure where to begin? We offer a website conversion assessment that will identify if your website is generating the leads, sales, and donations you want.

We’ll analyze the site and share a strategic action plan of improvements you can make right away. Learn more.

Merge Studio creates websites and offers digital marketing solutions for nonprofit organizations and mission-driven B2B businesses. Let us create a custom solution that fits your needs with web design or digital marketing services like SEO, social media, paid ads, email marketing, copywriting, and branding.

Together, our goal is to amplify your great work and empower your team to thrive. Start today!