9 Steps to Improve Your Conversion Strategy

1. Set clear goals

Set metrics and objectives for your landing pages and funnels. These help narrow the focus of each page, and improves conversion rate by focussing on a single call to action and market segment.

2. Organize your data

Segment your visitors into groups (by location, by psychographic, by buying preference, etc.) to create website design and copy that appeals specifically to each of them. Personalize the content so that they can "recognize" themselves in your content.

3. Focus on the biggest problem first

Focus on which single metric to improve first. Don't get distracted by numbers that look good but don't help sales. Don't start making lots of haphazard changes, hoping for the best. Test what works, and ditch what doesn't work.

4. Make your site user-friendly

There are many free tools available to test the usability, accessibility and readibility of your website. Make good use of these to create a list of needed improvements.

5. Test different versions

Don't just make the change once and decide between it and the original. Experiment with different designs, layouts, copy, CTAs, page flows, and so on. The more you test, the more data you have about what works and what doesn't.

6. Gather social proof

This sounds simple, and it is. Show how your solution or offering has met the needs of other customers. There are many different ways to present this information, but videos of the customers giving testimonials is one of the most powerful.

7. Listen to your customers

Your customers can tell you why they did, or did not, purchase or sign up or click your CTA. Ask both types of people - the ones that proceeded to buy, or commit, and those who didn't. Use popup surveys, or emails mini questionnaires to find out.

8. Keep monitoring and improving

Track data and goal achievement. Use tools like Google Analytics to track your progress and make changes based on what you learn. Data is your best measure of progress rather than "intuition" or other people's opinions.

9. Bring back visitors who didn't convert

Use email marketing and retargeting ads to reach people who visited but didn't buy. This can increase conversions by as much as 150%. If someone clicked an ad to find you, then it's highly likely that they are still interested.