Website Conversion Strategies

Written by Fraser McCulloch. Last Updated 28th March 2022

Learn how to boost your website conversion rates and sales with these 5 strategies, ideal for e-commerce and lead generation service-based websites.

What is a website conversion?

Website conversion for a lead generation website measures the number of completed web forms divided by the number of visits to a website.

  • Number of web form submissions = 21
  • Divided by
  • Visits to website = 573
  • Website conversion = 3.8%

The average website conversion rate is between 2% and 4 %.

Website conversion for an e-commerce website is the number of unique transactions (per month) divided by the number of website visitors (per month).

  • 30 transactions
  • 3000 website visitors
  • Website Conversions = 1%

According to BigCommerce, the average conversion rate for an e-commerce site is between 1% and 2%.

Conversion Process

There are 2 kinds of websites; one that sells products online (e-commerce website) and one that captures leads and sells offline (lead generation website).

Ecommerce conversion

Here’s a diagram of the typical e-commerce site conversion process.

  • Visitors
  • Category/Collections
  • Product Pages
  • Cart
  • Shipping/Billing
  • Buy

Use Google Analytics Accounts for conversion tracking

Shopify has made it very simple to reach your business objectives by enabling you to add a conversion tracking pixel on your e-commerce store.

Adding this tracking code helps you to monitor and measure monthly revenue.

  • e-commerce conversion rate
  • number of transactions
  • average order value
  • shop funnel conversions
  • top selling product categories
  • top selling products
  • average purchase values of products

Lead Generation website conversion

Here’s the typical conversion process for lead generation websites.

  • Visitors
  • Landing Page
  • Offer and web form
  • Lead capture
  • Follow-up
  • Customer

Lead Generation Conversion Tracking

If you want better conversion, you need to track conversions first.

The easiest conversion method is to install the Google Analytics code snippet into the source code into your whole site.

Those B2B organisations with a large budget and resource analytics solutions such as Adobe Analytics or even IBM Analytics may be adopted.

These types of organisations have dedicated analysts teams and conversion rate optimisation specialists working on their websites.

For 99% of site owners, we’ll stick with Google Analytics.

  • Sign or Login to Google Analytics
  • Select Admin
  • Tracking info
  • Tracking Code
  • Copy the Global Site Code
  • Add before the closing head tag in your source code

To track conversions, set up a goal.

In Google Analytics, follow this guide to setting up a conversion or goal.

  • Log into Google Analytics.
  • Click Admin.
  • Select View – then Goals.
  • 4. Click New Goal. 
  • 5. Goal Set Up – select an option – select custom conversion and continue.
  • 6. Goal Description – give your goal a memorable name eg: blog post subscriber.
  • 7. Type – I chose destination as this will be the page url visitors landing on when they complete the web form.
  • 8. Goal Details.
  • 9. In the destination box enter the page url that visitors land on when completing form.
  • 10. Choose equals to and enter the exact url.
  • 11. If you dynamically generated urls in your CRM you may want to use “begins with” or “regular expression”.
  • 12. Value – enter value of conversion; personally I don’t.
  • 13. Funnel – if you have multiple steps that lead to a conversion enter the urls here.1
  • 4. Save.
Download : Boost your website conversions and sales

Increase E-commerce Website Conversions

Remove register and login

I recently migrated an e-commerce store from an outdated website platform to Shopify.

I decided to enhance the customer experience and remove the register or login steps of the checkout process.

In Shopify, disable the customer accounts and select the “user shipping address as the billing address by default”.

Most customers will have the same billing and shipping address so keep it simple for most customers.

This user experience tactic will help increase your conversion rate and sales.

Explain delivery on the product page

Americans have an expression called sticker shock, the shock by potential buyers of a product on discovering its high price.

The number one reason for abandoned orders is the cost of shipping.

With Amazon Prime offering free delivery on many orders, it is little wonder shoppers are shocked at delivery prices on most other websites.

On your product pages, highlight delivery options prominently or make it clear that delivery will be calculated at the checkout.

On this online store, they have highlighted the product is 

  • In stock
  • Order before 2pm for free next day delivery
  • 1 hour delivery time slots
  • Weekend delivery available

Right underneath the price and green add to basket button.

Convert Abandoned Orders

According to Shopify, the 4 main reasons why shoppers abandon their order are :

  • Being forced to create an account
  • Complicated checkout process
  • Unexpected delivery costs
  • Concerns about website security

Since the most popular e-commerce platform is Shopify, you should be using the abandoned checkout email notification feature.

On a Shopify powered store, the user needs to enter their email address and delivery address before calculating delivery prices.

Therefore the order in their shopping basket and email address is captured.

You can send an email notification to customers who did not complete their transactions.

Download : Boost your website conversions and sales

Lead Generation Conversion

Currently, my website has a 1.95% conversion rate.

In other words, 98% of people who visit my website leave without becoming a lead.

Looking at the website behaviour report in Google Analytics, I’ve discovered that 91% of website visitors are classified as new visitors.

Compare that with the returning website visitor conversion rate of 3.43%.

A client who operates a service business and has a lead generation website had a 3.5% conversion rate.

They only have service pages, a contact form and a phone number on their website; zero blog posts.

I can conclude from this analysis that either.

  1. I’m not offering what they are looking for
  2. I’m asking for too much commitment on our “first date”

Analyse pages by traffic and conversion rate

Here’s how to analyse your web pages to identify some tactics to boost conversion rates.

  • Google Analytics
  • Behaviour
  • Landing Pages
  • Choose Last 3 months
  • Export to Google Sheets
  • Clean up columns so only Landing Page, Sessions, Goal Conversion appears
  • Add a new column called Type
  • Assign one of the following; problem recognition, information search, evaluation of alternatives or purchase decision to each landing page

Filter by each type

Write down the number of pages for each type and the average conversion rate.

TypeNo of pagesConversion
Problem recognition451.55%
Information Search71.68%
Evaluation of alternatives10.18%
Purchase Decision

From this summary, I can see that most of my pages are problem recognition pages, i.e., people at the top of the purchase process.

People reading these pages are looking for problems and not solutions at the moment.

I can look at each page and review the conversion rate per page.

To improve the overall conversion rate, there have two strategies available.

  • Remove pages with little traffic and no conversions at all
  • Improve the page content of existing pages to better address the user intent.

From the above summary, I can see I have a low amount of traffic and conversions to my information search pages.

I define information search pages as pages where people are searching and looking at your services.

Worked is needed so that more people view my service pages and convince them to take action. 

Website Elements

Most lead generation web pages have an offer and call to action button that typically ask the user for their email address; in exchange for something of value.

Asking for an email address is a large commitment for a new website visitor who knows very little about you or your business.

Make an Offer

Before writing your page content with persuasive or educational copy, you need to consider what you offer readers.

The offer you make will be determined by your knowledge of the people you are targeting or their search intent.

The offer could be to watch a video after providing their email address.

I typically offer a downloadable PDF guide on my website in exchange for the person’s name and address.

I offer a guide to improving website conversions and extra tips not included on this page.

There’s a great tool called, where you enter the page URL and turn the page into a downloadable PDF.

Strip out the elements of the page not required, save and download in a couple of minutes.

The design and layout are limited; there are other more impressive solutions, but I favour function over design.

Try creating a PDF of your web page at

Exchange of value

You don’t necessarily have to ask for an email address, but your page does have to offer something of value related to the page content or advert you ran.

You can use Tweet Pay to give away valuable content in exchange for users re Tweeting you on Twitter.

Or use this WordPress plugin called Capture and Convert as an alternative to capturing email addresses.

Page Title matches advert or search query

According to Brian Dean, the page URL is one of the most important on-page ranking factors.

The URL partially signals to Google the context of the page.

Look at the URL and the page title for the search query “seo for accountants”.

Every URL contains either seo or seo accountants.

The landing page for a PPC advert should never be your homepage.

The landing page URL should match the advert title and keywords you are targeting and the page content.

Facebook have a relevancy score, and Google Adwords have a quality score to rate the quality and relevance of your keywords and adverts.

Use these scoring systems to check your ads match the landing pages.

Download : Boost your website conversions and sales

Remove distractions

Your landing page aims to persuade website visitors to take action; so that you maximise leads and your conversion rates.

With links to other pages, you are giving people the opportunity to leave your page without taking action you desire.

Looking at the highest converting landing pages on LeadPages, you will see most of these pages do not have any navigation or links to other pages.

However, I have found high conversion rates on web pages created for search engines with my navigation left intact.

Remove other distractions, including

  • Notifications
  • Pop ups
  • Welcome mats
  • etc


Having worked as a brand sponsorship manager for nearly 4 years, I’ve witnessed an unknown brand rise from 0 to 96% unprompted awareness in under a year.

The power of association and endorsement is intangible but massively underutilised.

On my sales page, I have added 2 testimonials; one from a respected industry personality and one from a happy customer.

Testimonials and endorsements work.


As I operate in the online marketing niche, proof can help build trust on web pages before a user subscribes.

I have chosen to add screenshots throughout my website showing results to back up the words I use to communicate a guide or useful strategy.

These screenshots are usually taken from a 3rd party keyword research tool or Google Analytics.

However, be careful using data as proof; taking screenshots of revenue, sales or bank accounts can signal a false or over a realistic number to unconvinced prospects.

Use action verbs

We have to move beyond subscribe or submit as the text on our call to action buttons.

  • Get your website analysed today
  • Start your free fitness assessment now
  • Book your seat
  • Measure your website conversion rate
  • Test your SEO knowledge

There’s are some more action verbs to consider adding to your call to action.

  • Calculate
  • Discover
  • Explore
  • Examine
  • Measure
  • Test
  • Track
  • Map
  • Complete
  • Demonstrate
  • Next Step
  • Reach
  • Outperform
  • Survey
Download : Boost your website conversions and sales

Conversion elements above the fold

The fold is the bottom part of your web browser, the part of the web page you see before further scrolling or moving down the page.

Above the fold not always possible

Having a contact form and opt-in box above the fold is great in an ideal world, but …

Today, websites have to respond to multiple browser widths and sizes, and it’s not always possible.

The contact form is above the fold on the home page in both desktop and mobile views in the property website example.

Then you can see the call to action and form to the right-hand side of each page.

I see my conversion rate on desktop version mobile below, so mobile conversion needs to be improved.

Unique Offer and call to action per page

I recommend adding a call to action area multiple times on a long-form page or blog post.

My website structure page used to have a 12% organic traffic conversion rate.

Since redesigning my website and changing CMS platforms, this call to action was removed.

Website conversions have since dropped to 4%.

You can purchase a premium plugin called Content Upgrades to implement multiple calls to action on a long-form page if you are a WordPress user.

For non WordPress users, you could use OptinMonster or RightMessage.

Related articles to reduce bounce rate

Most e-commerce websites that sell products typically have recommended or related products next to the product you are viewing.

This helps users stay on your website longer, and such product suggestions can boost sales and conversions.

On my website, which is predominantly a lead conversion website, I have 3 links on the right sidebar.

Download : Boost your website conversions and sales

Colour combinations

My website has undergone various redesigns and colour changes over the past 8 years.

Last year I ‘rebranded’ and changed the colour scheme to purple and green.

I chose these colours because I copied the colour scheme of a former employer who spent £1m on a rebrand with a well-known agency.

Purple is the dominant colour used for the primary and footer navigation.

Green is used for the conversion elements such as the click here buttons and the pop-up bar in the bottom right corner or browser footer.

Green has proven to be the best colour for a call to action button.

Reading this blog post, you will discover that men do not like purple and women do not like grey, orange and browns.

Blue is used as a colour of trust; black is for luxury; yellow and red are used as warning colours, and green, like the traffic sign, signals go ahead.

Form fields

On my website, I only ask for your first name and email address.

Nothing else.

I have a client that requires 9 form fields so that visitors can complete an online application form.

They believe the number of form fields is decreasing their conversion rate.

The changes that we are proposing will reduce the number of contact details to just 4 form fields.

The reduction in form fields will deliver less information about prospects, but we believe we can capture the other information later in the sales process.

Alternatives to email commitment

Allowing prospects to chat with a company employee can also boost website conversions.

It builds trust knowing that there’s a real person on the “other side of the website” that can answer your questions.

With the correct integration, when users enter their name and email to start the chat, this information can be passed into a CRM.

Many Shopify stores add the Facebook Messenger chat function to their website.

Download : Boost your website conversions and sales

Follow Up and Nurture

In the past, I was involved in selling 100k plus e-commerce websites.

These kinds of deals could take 12 months or more to sign up.

Even a £599 training product can take 12 months of educating and nurturing.

So to convert prospective clients into paying customers, you need a follow-up and nurturing strategy.

My follow up or nurturing strategy is very simple.

I email my prospects once every 2 weeks with an educational email and a link to my services. 

Then I share parts of email content across my social media channels.

Learn more about your leads and prospects

I’ve used a couple of tactics to learn more about my leads and prospects.

I used a solution called RightMessage to email them and ask a few questions.

I also analysed their key website metrics, populated their CRM data with that information and emailed them.

Occasionally I offer them free resources that they can download without having to subscribe again.

I’ve offered free trials of video courses to educate them on certain topics of interest.

Download : Boost your website conversions and sales

Convert leads into paying customers

I use an email marketing automation system called Convertkit to store my prospect and customer data.

To convert leads into paying customers, I use a conversion tactic called

Tag – Delay – Follow Up Offer

Here’s how it works.

I compose an email marketing campaign.

I include a link to one page on my website; to a paid training course.

I added a tag in Convertkit to tag that prospects visited that page.

  • Then I create an automation workflow.
  • The workflow waits one day – the delay.
  • The following day an email is automatically sent out thanking them for looking at the course product.
  • I then include a time sensitive offer link.


These website conversion tips and strategies will make a massive difference to your website and give you better conversion and sales.

Download : Boost your website conversions and sales

Some improvements you can implement yourself if you have sufficient coding skills; some require website design help or the assistance of a website developer.