Why your site doesn’t convert and 2 tips to butt-kicking conversion

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If you have a website, you have it for a purpose.

No doubt when planning the website the first issue to be tackled was what you hoped to achieve from the website – what would be its purpose.

Once the website is created there are empirical ways to measure whether you have reached your aim.

We all know that measurement is called…wait for it… the conversion rate.

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The skinny on conversion rates

The conversion rate relates to the number of conversions per number of page views of your site. The higher this number the better.

And what does “conversion” refer to?

It refers to your site’s entire purpose.

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For example, if you established a website on an eCommerce platform for online business purposes,conversion refers to online sales; if the purpose is educational, the conversion may refer to how many viewers signed up for your monthly newsletter.

Butt-kicking conversion

Have you ever visited a website that you didn’t want to leave?

Why was that?

More than likely the menus and sub-menus were well thought out and logically arranged, the colors and sizes of the headings and sub-headings were attractive, ditto the actual text.

In short, the site was user friendly and easy to navigate, and that’s what you’ve got to mimick with your website to optimize conversion.

Here are two must-have elements in a high-conversion web site (whether designing for yourself or for your clients):

Emotion and Action. (PS. if you have more to add on butt-kicking conversions, I’d love to hear your point of view. Leave a comment!)


The easiest way to tap into emotions?


When choosing colors for your site, make sure they relate to your business and evoke the emotion from visitors that will most likely turn them into customers, subscribers, etc.

Colors associate to different emotions and also have a sub conscience affect.

For example if your client is a therapist or have some sort of guidance service, use colors such as blue and purple. Blue relates to calm feeling and purple relates to wealth and being independent.

If you aren’t sure which color to choose or header to use you can try A/B split testing.

The designs or headers are split randomly between the visitors, half see one and the other half see the other. This way you can check which one is more affective.

All this ultimately culminates in the Call to Action – the actual reason you have created a website – to get visitors to do what you want them to do; to commit to a purchase, hire you for work, etc.


Emotion and wonderful design isn’t worth anything if you can get the user to act.

A “call to action” is the text, button, etc that you want them to click to purchase something or otherwise convert.

Consequently, the CTA must be concise, unambiguous, and compelling.

You want it to stand out but don’t go over the top…that’ll just drive your visitors away.

There is a lot more to creating a website than just having a Net presence. A properly designed website will help you maximize the benefits of its existence.

How do you increase conversion rates on your web sites?

What little nuggets of wisdom can you share with us about conversion rates? Leave a comment and help us all out!

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  1. I totally agree with this article. My business partner and I in the middle of redesigning our current site. The point I’ve been driving home to him is that the site has to be simple and easy for the users to navigate. Forget about all those extra bells and whistles, all you’re going to do is impress other designers. Let the site explain what your company is about and your portfolio will do the rest. This being said, designing for yourself is never an easy task.

  2. I have seen some great sales coming from ugly designed websites. Somehow I am not sure if it all has to do with the look of the site or it usability. Regardless, since I provide web design and graphics, I need to have my standards set high. I also think we are our own worse enemies when it comes to critiquing our own work. All the tweaking and bells and whistles will not sell our services. Sale and marketing is not graphic/web design.

  3. Thanks for the feedback!
    I agree with Kevin, keep it simple and clean. Less is More

  4. Something I’ve been experimenting with on my website is to throw in a few “bonus” items, like business design tips. It shows you are knowledgeable and can get viewers to spend more time on the website.

  5. I saw this list recently on conversion tips and thought I would share them as they seemed great. It is based on what Amazon does well which seems to be particularly effective in raising conversion rates.

    – Providing informative and enticing product information (not generic manufacturer’s product information)

    – Ensuring quality product images which make it easier for visitors to see what they about to buy.

    – Removing clutter and other distractions which overwhelm visitors. Your products should stand out clearly on each page.

    – Eliminating non helpful design: A thousand and one Social share buttons do nothing to enhance conversions.
    When visitors are faced with a multitude of choices, they just get confused and leave.

    – Testimonials: Encourage customers to leave reviews – this is a biggie. Most people will not buy unless they read what others think about you product & and the after sales service you offer.

    Reduce anxiety by answering questions such as:
    Is shopping on this site safe? How does the customer know?

    Is your delivery & return policy? Make it very clear – Zappos – free delivery both ways.

    Is your money back guarantee? Can I return the product if I don’t like it and not get charged?

    Make it easy to buy. Your check out process should be ideally 3 – 5 steps max. Why not 1 (like Amazon 1-click), especially for returning customers?

    Do I have to create an account before I can check out? If so why?

    Show a very clear visual path to the “finish line”, step 1, step 2… Give reasons why you are asking for information at each step.

    Use lots of calls to actions placed in very visible buttons – “Add to Cart”, “Go to Cart”, “Continue to checkout”, etc.

    Finally there are 3 very important things to consider:
    – is your product relevant to the visitor’s search query? If they search for “winter warmers”, are you taking them to the “winter warmers” section or to your home page?

    – are you communicating the value of your product? (was $59.00, now only $49.00, You Save $10.00)

    – are you including calls to action at the end of each step, telling the visitor exactly what to do next.

  6. Once I initially commented I clicked the -Notify me when new
    comments are added- checkbox and now each time a comment is added I get 4 emails with the same comment.
    Is there any way you may remove me from that service?

  7. I encourage my clients to include genuine human elements on their websites to give their clientele something to relate to. It doesn’t have to be personal, just something real in the text or imagery that makes the site stand out from all the “slick” out there.

  8. My latest attempt at raising my CTR has to do with rich snippets. I’ve got some added now and I hear that they help to raise the CTR dramatically…. #5 spot getting the same amount of clicks as the #1 because of rich snippets. I’ve got my fingers crossed, nothing yet it’ll take a couple weeks for the snippets to start showing in the search results.

  9. Understanding what your typical niche audience wants can play a big part to enable conversions. Having good content and usable, intuitive design can drive good conversion rates too. You only have to remember to maintain consistency, improve your site speed, build trust and vie for a fantastic user experience!


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