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• 11 of the Most Effective Conversion Rate Optimisation Best Practices

  14 février 2024, par Erin

  Driving more traffic to your website is hard work, but it’s still only half the battle. 

  You don’t just need to acquire new users ; you need to make sure as many convert as possible to make your digital marketing efforts worthwhile.

  That’s why improving your site’s conversion rate is so important. It will also help you get more value from your existing traffic source and keep you in line with your competitors. It’s also probably a lot easier than you think — especially if you adopt optimisation strategies that have been proven to be profitable time and time again. 

  In this article, we’ll show some of the most powerful, innovative and tried-and-tested conversion rate optimisation strategies you can implement immediately. 

  What is conversion rate optimisation ?

  First, let’s look at what conversion rate optimisation means. Conversion rate optimisation is the practice of improving elements of your website to increase the number of users who take a desired action and turn visitors into customers. 

  Common conversion goals include :

  • Making a purchase
  • Adding an item to a shopping cart
  • Signing up for a newsletter
  • Registering for a free trial
  • Downloading an ebook
  • Watching a video

  It doesn’t matter what your goal is. Using one of the following conversion rate optimisation best practices can send your conversions soaring. 

  11 conversion rate optimisation best practices 

  Are you ready to roll up your sleeves and get to work ? Then use one or more of the following best practices to improve your return on investment. 

  Set a clear goals and hypothesis

  When running an A/B or multivariate test, you need a clear idea of what you are testing and why. 

  A goal (a statement about what you want to achieve) and a hypothesis (a statement about what you expect to happen) clarify the problem you are trying to solve and give you a definitive way to judge the experiment’s results. 

  Confused ? Just use this template :

  We aim to [insert goal] by testing [insert test] on [insert page]. We expect that [insert test] will increase [insert metric] because [insert reason].

  Make sure your goals are directly related to the experiment. If you are testing your CTA button, the goal should be getting more users to click the button. It shouldn’t be a goal further down the conversion funnel, like making a purchase. 

  Start with A/B tests

  A/B testing is one of the easiest and most effective ways to run experiments to improve your current conversion rate. So, it’s no wonder that the A/B testing software market was expected to be worth $1.2 billion in 2023 and hit $3.6 billion by 2033. 

  Also known as split testing, A/B testing allows you to directly compare the conversion performance of two elements on your page, like the colour of your CTA button or your headline copy.

  

  You can go even further with multivariate testing, which lets you test two or more changes against a single control. 

  For example, the screenshot above shows the results of a multivariate test between a standard header, a wide header and a small header using Matomo’s A/B testing tool. As you can see, the wider header has a much higher conversion, and the increase was statistically significant. 

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  Tweak your CTAs

  Calls to action (CTAs) are page elements that prompt users to respond immediately. They are usually buttons but can also be images or plain text links. 

  What your CTAs say, how they look, and where they are placed can greatly impact your site’s conversion rates. As such, this is one of the elements you’ll want to optimise first. 

  There are several tweaks you can test, including your CTA’s :

  • Colour 
  • Length 
  • Copy
  • Placement 

  You can even test the impact of removing CTA banners and using text-based CTAs on your conversion rates.

  You should test out personalising CTAs, too. Research shows that personalised CTAs perform 202% better than standard calls to action. 

  Revise your web copy

  You can use several strategies to improve your website’s copy and generate more conversions. 

  Optimising copy for search engines can increase traffic and generate more conversions, for example. But that shouldn’t make your copy any less impactful. Bear search engines in mind, by all means, but make sure you are speaking to the needs and desires of your potential customers. Your copy needs to convince users that your product can solve their problems. 

  Nowhere is this more important than your headlines. These will be the first thing users read, so make sure they sell your USP and highlight pain points.

  Don’t just guess at the kind of messaging that will move the needle, however. Constantly test new headlines and continue doing so even after you’ve started seeing success. The results may surprise you. TruckersReport, a site that helps people become truck drivers, boosted opt-ins by 21.7% by revising its landing page headline, among other changes. 

  Make sure there are no spelling mistakes in your copy, either. Misspelt words, poor grammar and bad formatting make your website look unprofessional and untrustworthy. Even if the rest of your copy is incredibly enticing, these rookie errors can be enough to turn customers off. 

  Simplify your site’s navigation

  A website’s navigation is an often overlooked factor in conversion rate optimisation, but simplifying it can make it much easier for users to take action. 

  If you’ve ever used a poorly designed e-commerce store, you know how confusing and overwhelming bad navigation can be. Research shows that a whopping 82% of stores don’t divide their navigation into manageable chunks. 

  The trick is to simplify your navigation as much as possible. As you can see in the screenshot below, our navigation only has five headers and a call to action. It’s easy to find exactly what you’re looking for, and you can’t miss the big green CTA button. 

  

  Alternatively, you can test what happens when you completely remove your navigation. Brands usually do this on landing pages where the only action they want the user to take is to make a purchase. 

  

  It’s exactly the strategy we’ve used on our free trial landing page. 

  Leverage heatmaps

  Analytics tools — and heatmaps in particular — can help you understand user behaviour and optimise accordingly. 

  Heatmaps are a visual representation of user interaction on your page. Red and yellow represent high levels of user interaction, and blue and green represent low levels of interaction.

  

  As you can see in the screenshot above, our CTA button has some of the highest levels of engagement on the page, telling us that it’s well-positioned. Given the focus on the site’s navigation, we can also assume we are correct to have a CTA button in there — something we can confirm using our web analytics to see how many users click on it.

  Reduce load time

  Speed matters when it comes to conversions. Fact. 

  Research shows a huge difference in conversion rates between quick and slow sites. For example, a site that loads in one second converts three times better than a site that loads in five seconds. 

  That’s why using a web analytics tool is vital to understand page load times and act accordingly if you think slow speeds are hampering your conversions.

  

  Identifying your slowest pages is easy with Matomo. Just sort your pages by the Avg. Use the page load time metric on the page performance report to identify the pages you want to drive conversions. 

  Next, take steps to improve your page’s load time by :

  • Compressing images
  • Compressing code files or using a more lightweight theme
  • Removing unnecessary plugins
  • Using a content delivery network
  • Improving your hosting

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  Add more trust signals

  Trust is essential when you’re trying to convince customers to make a purchase. In fact, consumers rate trust as one of the top three buying factors, far above a brand’s reputation and whether they love the brand. 

  Adding trust signals to your landing pages, such as customer testimonials, customer reviews, case studies, and other forms of social proof, can transform your conversion rates. If consumers see real people and businesses buy from you, they’ll feel reassured to do the same.

  

  It’s a strategy we use ourselves. Just look at the screenshot from our homepage above. Immediately after our free trial CTA, we display the logos of well-known brands that use our product. 

  Security-focused trust signals are also powerful if you are an online store. Installing an SSL certificate, showing logos of trusted payment providers (like PayPal and Mastercard) can convince people they are spending money at a legitimate store.

  Improve your site’s mobile experience

  More and more people are accessing the internet via their smartphones. In 2022, for instance, there were five billion unique mobile Internet users, meaning more than 60% of the internet population used a smartphone to browse online. 

  Moreover, 76% of U.S. adults make purchases using their smartphones. 

  That means you need to ensure your site’s mobile experience is on-point to increase conversions. 

  Your site should use a mobile-first design, meaning it works perfectly on smartphones and then scales up for desktop users. 

  Trust the data

  Opinions are a fantastic form of inspiration for new A/B tests. But they should never be trusted over cold, hard data. If your test shows the opposite of what you and your team thought would happen, then trust the data and not yourself.

  With that in mind, ensure you collect qualitative and quantitative data during your experiments. Web analytics should always form the backbone of conversion tests, but don’t forget to also use heatmaps, screen recordings, and customer surveys. 

  Keep testing

  There’s no such word as “finished” in the world of A/B testing. Continual testing is key if you want to convert more website visitors. 

  Make sure you aren’t stopping tests prematurely, either. Make sure every A/B and multivariate test reaches a sample size that makes the test statistically significant. 

  Understand your users better with Matomo 

  Whether you run an e-commerce store, a SaaS company, or a service-based business, implementing these conversion rate optimisation best practices could be an easy way to lower your bounce rate and boost your conversion rates.

  But remember, best practices aren’t clear-cut rules. What works for one website may not work for yours. That’s why running your own tests and understanding your visitors’ behaviour is important. 

  Matomo’s web analytics platform is the perfect tool for doing just that. Not only does it come with the tools you need to optimise your conversion rate (like an A/B testing tool, heatmaps and session recordings), but you can also trust the data. Unlike Google Analytics 4 and other tools, Matomo doesn’t use data sampling meaning you have 100% accurate data from which to make better decisions. It’s GDPR compliant and can run cookieless, so no need for cookie consent banners (excluding in the UK and Germany).

  Discover how you can improve your website’s conversions with Matomo by starting a free 21-day trial, no credit card required.

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• How (and Why) to Run a Web Accessibility Audit in 2024

  7 mai 2024, par Erin

  When most businesses design their websites, they primarily think about aesthetics, not accessibility. However, not everyone who visits your website has the same abilities or access needs. Eight percent of the US population has visual impairments.

  The last thing you want is to alienate website visitors with a bad experience because your site isn’t up to accessibility standards. (And with growing international regulation, risk fines or lawsuits as a result.)

  A web accessibility audit can help you identify and fix any issues for users with impaired vision, hearing or other physical disabilities. In this article, we’ll cover how to conduct such an audit efficiently for your website in 2024.

  What is a web accessibility audit ?

  A web accessibility audit is a way to evaluate the usability of your website for users with visual, auditory or physical impairments, as well as cognitive disabilities or neurological issues. The goal is to figure out how accessible your website is to each of these affected groups and solve any issues that come up.

  To complete an audit, you use digital tools and various manual accessibility testing processes to ensure your site meets modern web accessibility standards.

  Why is a web accessibility audit a must in 2024 ?

  For far too long, many businesses have not considered the experiences of those with disabilities. The growing frustrations of affected internet users have led to a new focus on web accessibility laws and enforcement.

  Lawsuits related to the ADA (Americans with Disabilities Act) reached all-time highs in 2023 — over 4,500 digital-related lawsuits were filed. The EU has also drawn up the European Accessibility Act (EAC), which goes into effect in June 2025.

  But at the end of the day, it’s not about accessibility legislation. It’s about doing right by people.

  

  This video by voice actor, YouTuber, and surfer Pete Gustin demonstrates why accessibility measures are so important. If buttons, navigation and content sections aren’t properly labelled, sight-impaired people who rely on speech-to-text to browse the web can’t comfortably interact with your site.

  And you’re worse off for it. You can lose some of your best customers and advocates this way. 

  With stronger enforcement of accessibility regulations in the US and new regulations coming into effect in the EU in 2025, the time to act is now. It’s not enough to “keep accessibility in mind” — you must take concrete steps to improve it.

  Who should lead a web accessibility audit ?

  Ideally, you want to hire a third-party web accessibility expert to lead the audit. They can guide you through multiple stages of manual accessibility testing to ensure your site meets regulations and user needs. 

  Experienced accessibility auditors are familiar with common pitfalls and can help you avoid them. They ensure you meet the legal requirements with proper solutions, not quick fixes.

  If this isn’t an option, find someone with relevant experience within your company. And involve someone with “skin in the game” in the process. Hire someone with visual impairments to usability test your site. Don’t just do automated tests or “put yourself in their shoes.” Make sure the affected users can use your site without issues.

  Automated vs. manual audits and the danger of shortcuts

  While there are automated audits, they only check for the bare minimum :

  • Do your images have alt tags ? (They don’t check if the alt tag is descriptive or just SEO junk text.)
  • Are clickable buttons identified with text for visually impaired users ?
  • Is your text size adjustable ?
  • Are your background and foreground colours accessible for colour-blind users ? Is there a sufficient contrast ratio ?

  

  They don’t dive into the user journey (and typically can’t access login-locked parts of your site). They can be a good starting point, but it’s a bad idea to rely completely on automated audits.

  They’ll miss more complex issues like :

  • Dynamic content and animated elements or videos that could put people with epilepsy at risk of seizures
  • A navigational flow that is unnecessarily challenging for users with impairments
  • Video elements without proper captions

  So, don’t rely too much on automated tests and audits. Many lawsuits for ADA infractions are against companies that think they’ve already solved the problem. For example, 30% of 2023 lawsuits were against sites that used accessibility overlays.

  Key elements of the Web Content Accessibility Guidelines (WCAG)

  The international standard for web accessibility is the Web Content Accessibility Guidelines (WCAG). In the most recent version, WCAG 2.2, there are new requirements for visual elements and focus and other updates.

  Here’s a quick overview of the key priorities of WCAG :

  

  Perceivable : Any user can read or listen to your site’s content

  The first priority is for any user to be able to perceive the actual content on your site. To be compliant, you need to make these adjustments and more :

  • Use text that scales with browser settings.
  • Avoid relying on colour contrasts to communicate something.
  • Ensure visual elements are explained in text.
  • Offer audio alternatives for things like CAPTCHA.
  • Form fields and interactive elements are properly named.

  Operable : Any user can navigate the site and complete tasks without issue

  The second priority is for users to navigate your website and complete tasks. Here are some of the main considerations for this section :

  • Navigation is possible through keyboard and text-to-speech interfaces.
  • You offer navigation tools to bypass repeated blocks of content.
  • Buttons are properly titled and named.
  • You give impaired users enough time to finish processes without timing out.
  • You allow users to turn off unnecessary animations (and ensure none include three flashes or more within one second).
  • Links have a clear purpose from their alt text (and context).

  Understandable : Any user can read and understand the content

  The third priority is making the content understandable. You need to communicate as simply and as clearly as possible. Here are a few key points :

  • Software can determine the default language of each page.
  • You use a consistent method to explain jargon or difficult terms.
  • You introduce the meaning of unfamiliar abbreviations and acronyms.
  • You offer tools to help users double-check and correct input.
  • The reading grade is not higher than grade 9. If it is, you must offer an alternative text with a lower grade.
  • Use consistent and predictable formatting and navigation.

  This intro to accessibility guidelines should help you see the wide range of potential accessibility issues. Accessibility is not just about screen readers — it’s about ensuring a good user experience for users with a wide range of disabilities.

  Note : If you’re not hiring a third-party expert for the manual accessibility audit, this introduction isn’t enough. You need to familiarise yourself with all 50 success criteria in WCAG 2.2.

  How to do your first web accessibility audit

  Ready to find and fix the accessibility issues across your website ? Follow the steps outlined below to do a successful accessibility audit.

  Start with an automated accessibility test

  To point you in the right direction, start with a digital accessibility checker. There are many free alternatives, including :

  • Accessibility Checker
  • Silktide accessibility checker
  • AAArdvark

  When choosing a tool, check it’s up-to-date with the newest accessibility guidelines. Many accessibility evaluation tools are still based on the WCAG 2.1 version rather than WCAG 2.2.

  The tool will give you a basic evaluation of the accessibility level of your site. A free report can quickly identify common issues with navigation, labelling, colour choices and more. 

  But this is only good as a starting point. Remember that even paid versions of these testing tools are limited and cannot replace a manual audit.

  Look for common issues

  The next step is to manually look for common issues that impact your site’s level of accessibility :

  • Undescriptive alt text
  • Colour combinations (and lack of ability to change background and foreground colours)
  • Unscalable text
  • Different site content sections that are not properly labelled

  The software you use to create your site can lead to many of these issues. Is your content management system (CMS) compliant with ADA or WCAG ? If not, you may want to move to a CMS before continuing the audit.

  Pinpoint customer journeys and test them for accessibility 

  After you’ve fixed common issues, it’s essential to put the actual customer journey to the test. Explore your most important journeys with behavioural analytics tools like session recordings and funnel analysis.

  Analysing funnel reports lets you quickly identify each page that usually contributes to a sale. You will also have an overview of the most popular funnels to evaluate for accessibility.

  If your current web analytics platform doesn’t offer behavioural reports like these, Matomo can help. Our privacy-friendly web analytics solution includes funnel reports, session recordings, A/B testing, form analytics, heatmaps and more.

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  If you don’t have the budget to test every page individually, this is the perfect place to start. You want to ensure that users with disabilities have no issues completing the main tasks on your site. 

  Don’t focus solely on your web pages 

  Accessibility barriers can also exist outside of your standard web pages. So ensure that other file formats like PDFs and videos are also accessible. 

  Remember that downloadable materials are also part of your digital experience. Always consider the needs of individuals with disabilities when accessing things like case studies or video tutorials. 

  Highlight high-priority issues in a detailed report

  To complete the audit, you need to summarise and highlight high-priority issues. In a larger company, this will be in the form of a report. W3’s Web Accessibility Initiative offers a free accessibility report template and an online tool to generate a report.

  For smaller teams, it may make sense to input issues directly into the product backlog or a task list. Then, you can tackle the issues, starting with high-priority pages identified earlier in this process.

  Avoid quick fixes and focus on sustainable improvement

  As mentioned, AI-powered overlay solutions aren’t compliant and put you at risk for lawsuits. It’s not enough to install a quick accessibility tool and pat yourself on the back.

  And it’s not just about accessibility compliance. These solutions provide a disjointed experience that alienates potential users. 

  The point of a digital accessibility audit is to identify issues and provide a better experience to all your users. So don’t try to cut corners. Do the work required to implement solutions that work seamlessly for everyone. Invest in a long-term accessibility remediation process.

  Deliver a frictionless experience while gaining insight into your users

  An accessibility audit is crucial to ensure an inclusive experience — that a wide variety of users can read and interact with your site.

  But what about the basic usability of your website ? Are you sure the experience is without friction ? Matomo’s behavioural analytics tools can show how users interact with your website.

  For example, heatmaps can show you where users are clicking — which can help you identify a pattern, like many users mistaking a visual element for a button.

  Plus, our privacy-friendly web analytics are compliant with GDPR, CCPA and other data privacy regulations. That helps protect you against privacy-related lawsuits, just as an accessibility audit protects you against ADA lawsuits.

  And it never hurts that your users know you respect their privacy. Try Matomo free for 21-days. No credit card required.

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• 5-Step Conversion Rate Optimisation Checklist

  27 octobre 2023, par Erin

  Did you know the average conversion rate across e-commerce businesses in August 2023 was 2.03% ? In the past year, conversion rates have increased by 0.39%.

  Make no mistake. Just because conversion rates are higher this year doesn’t make it any easier to convert visitors.

  Cracking the secrets to improving conversion rates is crucial to running a successful website or business.

  Your site is the digital headquarters all of your marketing efforts funnel toward. With every visitor comes an opportunity to convert them into a lead (or sale).

  Keep reading if you want to improve your lead generation or convert more visitors into customers. In this article, we’ll break down a simple five-step conversion rate optimisation checklist you need to follow to maximise your conversions.

  What is conversion rate optimisation ?

  Before we dive into the steps you need to follow to optimise your conversions, let’s back up and talk conversion rate optimisation.

  

  Conversion rate optimisation, or CRO for short, is the process of increasing the number of website visitors who take a specific action. 

  In most cases, this means :

  • Turning more visitors into leads by getting them to join an email list
  • Convincing a visitor to fill out a contact form for a consultation
  • Converting a visitor into a paying customer by purchasing a product

  However, conversion rate optimisation can be used for any action you want someone to take on your site. That could be downloading a free guide, clicking on a specific link, commenting on a blog post or sharing your website with a friend.

  Why following a CRO checklist is important

  Conversion rate optimisation is both a valuable practice and an absolute necessity for any business or marketer. While it can be a bit complex, especially when you start diving into A/B testing, there are a variety of advantages :

  Get the most out of your efforts

  When all is said and done, if you can’t convert the traffic already coming to your site, dumping a ton of time and resources into traffic generation (whether paid or organic) won’t solve your problem.

  Instead, you need to look at the root of the problem : your conversion rate.

  By doubling down on conversions and following a conversion rate optimisation checklist, you’ll get the greatest result for the effort you’re already putting into your site.

  Increase audience size

  To increase your audience size, you need to increase your traffic, right ? Not exactly.

  While your audience may be considered people who have seen your content or follow you on social media, a high-value audience is one you can market to directly on an ongoing basis.

  Your website gives you the playground to convert visitors into high-value audience members. This is done by creating conversion-focused email signup forms and optimising your website for sale conversions.

  Generate more sales

  Boosting sales through CRO is the core objective. By optimising product pages, simplifying the checkout process, and employing persuasive strategies, you can systematically increase your sales and maximise the value of your existing traffic.

  Reduce customer acquisition costs (CAC)

  With conversion optimisation, you can convert a higher percentage of your website visitors into paid customers. Even if you don’t spend more on acquiring new customers, you’ll be able to generate more sales overall. 

  The result is that your customer acquisition costs will drop, allowing you to increase your total acquisitions to your customer base.

  Improve profitability

  While reduced customer acquisition costs mean you can pour more money into customer acquisition at a cheaper rate, you could simply maintain your costs while driving sales, resulting in increased profitability.

  If you can spend the same amount on acquisition but bring in 20% more customers (due to using a CRO checklist), your profit margins will automatically increase.

  5-step CRO checklist

  To double down on conversion rate optimisation, you need to follow a checklist to ensure you don’t miss any major optimisation opportunities.

  The checklist below is designed to help you systematically optimise your website, ensuring you make the most of your traffic by continuously refining its performance.

  1. Forms

  Analysing and optimising your website’s forms is crucial for enhancing conversion rates. Understanding how visitors interact with your forms can uncover pain points and help you streamline the conversion process.

  Ever wonder where your visitors drop off on your forms ? It could be due to lengthy, time-consuming fields or overly complex forms, leading to a frustrating user experience and lower conversion rate. Whatever the reason, you need the right tools to uncover the root of the issue.

  By leveraging Form Analytics, you gain powerful insights into user behaviour and can identify areas where people may encounter difficulties.

  Form Analytics provides the insights to discover :

  • Average time spent on each field : This metric helps you understand where users may be struggling or spending too much time. By optimising these fields, you can streamline the form, reduce user frustration and increase conversions.
  • Identifying drop-off points : Understanding where users drop off provides insights into which form fields may need improvement. Addressing these drop-off points can increase the conversion rate.
  • Unneeded fields with a high blank submission rate : Discovering fields left blank upon submission can highlight areas for simplification. By eliminating unnecessary fields, you can create more concise and user-friendly forms that may entice more visitors to engage with the form.

  

  Hear first-hand how Concrete CMS achieve 3x more leads with insights from Form Analytics. 

  These data-driven insights empower you to optimise your forms, remove guesswork and settle debates about form design. By fine-tuning and streamlining your forms, you can ensure a smoother path to conversion and maximise your success in converting more visitors.

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  2. Copywriting

  Another crucial element you need to test is your copywriting. Your copywriting is the foundation of your entire website. It helps communicate to your audience what you have to offer and why they need to take action.

  You need to ensure you have a good offer. This isn’t just the product or service you’re putting out there. It’s the complete package. It includes the product, rewards, a unique guarantee, customer service, packaging and promotions.

  Start testing your copy with your headlines. Look at the headers and test different phrases to convert more potential customers into paying customers.

  Here are a few tips to optimise your copy for more conversions :

  • Ensure copy is relevant to your headline and vice versa.
  • Write short words, short sentences and short paragraphs.
  • Use bullets and subheaders to make the copy easy to skim.
  • Don’t focus too heavily on optimising for search engines (SEO). Instead, write for humans.
  • Focus on writing about benefits, not features.
  • Write about how your offer solves the pain points of your audience.

  You can test your copy in several areas once you’ve begun testing your headers – your subheaders, body copy, signup forms and product pages (if you’re e-commerce).

  3. Media : videos and audio

  Next, testing out different media types is crucial. This means incorporating videos and audio into your content.

  Don’t just take a random guess by throwing stuff against the wall, hoping it sticks. Instead, you should use data to develop impactful content.

  Look at your Media Analytics reports in your website analytics solution and see what media people spend the most time on. See what kind of video or audio content already impacts conversions.

  

  Humans are highly visual. You should craft your content so it’s easy to digest. Instead of covering your website in huge chunks of text, split up your copy with engaging content like videos.

  High-quality videos and audio recordings allow your readers to consume more of your content easily, and help persuade them to take action on your site.

  4. Calls to action (CTA)

  This brings us to our next point : your call to action (CTA).

  Are you trying to convert more prospects into leads ? Want to turn more leads into customers ? Trying to get more email subscribers ? Or do you want to generate more sales every month ?

  You could write the most compelling offer flooded with beautiful images, videos and CRO tactics. But your efforts will go to waste if you don’t include a compelling CTA.

  

  Here are a few tips to optimise your CTAs :

  • Keep them congruent on a single web page (e.g., don’t sell a hat and a sweater on the same page, as it can be confusing).
  • Place at least one CTA above the fold on your web pages.
  • Include benefits in your CTA. Rather than “Buy Now,” try “Buy Now to Get 30% Off.”
  • It’s better to be clear and concise than too fancy and unique.

  Optimising your call to action isn’t just about your copywriting. It’s also about design. Test different fonts, sizes, and visual elements like borders, icons and background colours.

  5. Web design

  Your site design will impact how well your visitors convert. You could have incredible copywriting, but if your site is laid out poorly, it will drive people away.

  You must ensure your copy and visual content fit your website design well.

  The first place you need to start with your site is your homepage design.

  Your site design consists of the theme or template, colour scheme and other visual elements that can be optimised to improve conversions.

  Here are a few tips to keep in mind when optimising your website design :

  • Use a colour scheme that’s pleasant rather than too distracting or extreme.
  • Ensure your design doesn’t remove the text’s clarity but makes it easier to read.
  • When in doubt, start with black text on a white background (the opposite rarely works).
  • Keep plenty of whitespace in between design elements.
  • When in doubt about font size, start by testing a larger size.
  • Design mobile-first rather than desktop-first.

  Finally, it’s critical to ensure your website is easy to navigate. Good design is all about the user experience. Is it easy to find what they’re looking for ? Simplify steps to reduce the need to click, and your conversions will increase.

  Start optimising your website for conversions

  If you’re looking to get the most out of the traffic on your site by converting more visitors into leads or customers, following this 5-step CRO checklist will help you take steps in the right direction.

  Just remember conversion rate optimisation is an ongoing process. It’s not a one-time deal. To succeed, you need to test quickly, analyse the impact and do more of what’s working and less of what’s not.

  To optimise your website for better conversion rates, you need the right tools that provide accurate data and insights to effectively increase conversions. With Matomo, you gain access to web analytics and CRO features like Form Analytics and Media Analytics, designed to enhance your conversion rate optimisation efforts. 

  Try Matomo free for 21 days and take your conversion rate to the next level. No credit card required.

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