A marketer’s checklist to improve website conversions

Checklist for website optimization

All the traffic your website gets is worth nothing if you don’t convert that traffic into paying customers. There are so many things in your website you could be overlooking, like a broken link or a misspelled word, that could be costing you revenue.

We’ve put together a comprehensive checklist to help you stay on track and increase conversions.

  • Create content your customers will value: Good content is what sets your website apart from your competitors. The content you create should be useful, informational, and entertaining. Convey the benefits your product/service offers rather than just listing the features.
  • Proofread your content: Take some time to review all of the content on your website. You really don’t want your customers to catch a typo or a grammatical error.
  • Incorporate strong CTAs in every piece of content on your site: Let your readers know exactly what you want them to do, whether that’s watch a video, read a blog post, or fill out a form.
  • Optimize your website for higher search engine ranking: Add traffic-generating title tags and meta description to all your web pages. Though the meta description may no longer impact how search engines rank your page, it can still appear on a search result. Also include targeted keyword phrases in your content. Add ALT text to images as it may help your images appear in image results on Google and other search engines. It also helps vision-impaired users.
  • Write blogs that link to important pages on your website: This can help you establish yourself as a trusted resource while also driving your website visitors to important pages on your website.
  • Showcase good customer testimonials: One thing visitors love to see is customer reviews. Show them why your customers love working with you. Case studies and testimonials reduce risk and provide social proof.
  • Include a link to your privacy policy on subscription forms: A detailed privacy policy reduces the risk perception of your visitors and can have a huge impact on your conversion rate.
  • Offer a free trial: A free trial is a win-win for both you and your potential customers. You get to show them how good your product or service is, and they get to try it before they buy without any risk.
  • Reduce potential roadblocks: Minimize the number of steps the user needs to go through to complete an action. Get rid of the fields you don’t really need in your signup/purchase form. If you offer a free trial, asking for payment information in your signup form could deter visitors.
  • Make sure your website is mobile-friendly: These days, mobile devices are the new laptops, and most of your traffic comes from mobile users. So, optimizing your website for mobile is vital to stay in the game.
  • Test for cross-browser compatibility: Not every browser will display your website the same way. So, it’s important you identify the browsers your visitors are using and test how your website loads in each one.
  • Minimize load time: Load time has a great impact on your website conversion rate. Most visitors bounce right off if your website takes longer than six seconds to load. Make your website faster by reducing image file size, fixing redirects, and reducing the size of scripts and CSS files.
  • Remove all broken links: Nothing frustrates a visitor more than broken links and 404 errors. These also affect your search rankings.
  • Create separate landing pages for PPC ads: This goes without saying. If visitors are coming to your website through a PPC campaign, make sure your landing page copy is consistent with your ad copy.
  • Continuously monitor your website’s performance: Make sure your website analytics codes have been inserted on all the pages. Monitor how much of your site traffic comes from organic search to learn how your SEO efforts are progressing. Also, keep an eye on your bounce rate as it’s an indicator of how well your content is resonating with visitors. Here’s a list of website metrics to keep an eye on.
  • A/B test everything: There’s no one right way when it comes to marketing. What works for someone else may not necessarily work for you, and the only way to know what works and doesn’t work is to continually test everything—your website design, colors, CTAs, headers, images, PPC campaigns…waiting for the list to end?
  • Offer live chat: Answering a visitor’s questions immediately using a live chat software will greatly improve your conversion rates. Triggering conversations when your visitors land on a particular page or after they’ve spent a specific amount of time on your website is a good way to increase their chance of converting. Live chat can also be a reliable source of feedback that can help you optimize your website and offering.

We hope you find this checklist useful. If we’ve missed something, let us know in the comments below. And while you’re here, don’t forget to share this post!


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