Quick wins for low website conversions

If conversions from your website are low, it’s often a clear signal that your website experience needs improvement. Below are some simple, actionable steps you can take to help boost your conversions.

Optimise your website design and layout

One of the most frequent issues is a cluttered, poorly structured layout that confuses rather than guides your visitors. You need to:

• Limit pop-ups and banners – there’s a high chance these are causing distraction and confusion.
• Improve readability by increasing font size and using high colour contrast.
• Use consistent font sizes and weights to clearly distinguish headlines and body text.
• Tweak your structure to provide clear direction to effortlessly find products.
• Check the whitespace you have – it can be good – but if you have too much it can frustrating, mean more scrolling (and pointless).
• Review how many Calls to Action (CTAs) you have on each page and ask yourself – ‘is it clear what I want the customer to do next?’ Ensure your CTAs are highly visible too.

Simplify your navigation

To ensure your site is easy to navigate for users and for them to find exactly what they’re looking for (or you want them to find), you need to:

• Use a clear structure – implement an intuitive menu structure and implement breadcrumbs (we’re not talking snacks here). These useful links at the top of a webpage quickly highlight the trail taken and you can easily navigate back. For example: Home >> Websites >> Web Design Agency
• Use a strong search bar with filtering and autocomplete to save the user time, and prevent errors.
• Clearly communicate all costs upfront, including taxes and shipping, so that the user is fully aware of everything at checkout. Hidden fees are very frustrating.

Focus on strong product/service details

Let’s face it – someone is looking at your site with the aim to potentially buy a product or service from you (win win)! So if they get the detail page and there is limited information, they’re not likely to stick around long.

Good imagery

• Use quality images that are clear and show products from different angles so that customers can make an informed decision.
• If you can – the absolute best thing is to invest in professional, high-resolution imagery and video content to demonstrate the product in use.
• Using lifestyle photos is key, so it’s easy to visualise using the product – making sure they align with your brand.

Clear product comparisons

• Offer simple comparison tools that allow users to view product features side by side, highlighting key differences and benefits.
• Keep it simple, and easy to look at the pros and cons of each!

Detailed product descriptions

Remember, there must be a pain point (or want) as to why they are looking for your product in the first place. Ensure you:

• Go beyond basic specs, use engaging language and bullet points to clearly highlight key benefits and solve customer pain points.
• Use storytelling where appropriate to help customers visualise using the product in their lives.
• Break up text using bullet points, headings, and short paragraphs to make it easy to scan – especially on mobile.

Build trust with visitors

Shoppers need validation before committing to a purchase (we all do, right?). We value what others think, and whether they have had a good or bad experience. To add credibility:

• Prominently highlight verified buyer reviews and pull out key quotes that reinforce your value propositions.
• Include user-generated content (UGC), such as photos or videos of real customers using the product, where possible. This helps the visualisation of the product in real-life use.
• Display advanced trust signals like detailed product certifications and guarantees, beyond the typical SSL certificates.
• Add filters so users can sort reviews (e.g., by rating, most helpful, recent).

Your next steps

If you’re seeing low conversion rates on your website, taking a look at the data can be key. Use tools such as Microsoft Clarity to view anonymous user recordings and heatmaps. Analyse where users are dropping off and which of your product pages convert the best, then apply successful tactics across your sites.

If you need any advice on the next best steps, please get in touch with the Echo team today.