Are you struggling with conversion rates?

Have you ever wondered why your website is getting thousands of visitors but nobody is converting? Or why people have added items to their shopping cart but then left the page? Then maybe something is using the Force against you.

By something I mean your website, and by the Force I mean friction, I’m not talking about Star Wars this time, unfortunately. Friction is when there is a force stopping something from moving as quick or even stopping at all. This blog post is going to be looking at how you can have less friction on your website.


People look for trustworthy websites as there are many online scams everywhere, and so you need to make sure your websites look and feel trustworthy. Having broken links or out of date information creates the image that the company doesn’t take pride in an appearance so it looks unprofessional. Use a website design that works for your colour scheme and that doesn’t look like it’s straight out of 2002, and make sure your website is responsive.

Have you had some clients that are happy with your work? (well I sure hope so!) Pop your testimonials onto your website to show what other people are saying about you. Instead of just using text, include a headshot and company name so it doesn’t look generic – but make sure you get permission from your customer first.

If you have mentions in the press, have a part of the site where you display the articles. Press coverage demonstrates that your work has been recognised and is worthy of a journalist writing an article about you.

If you’ve got a decent Social Media following, consider adding a Twitter or Facebook widget as this gives the business credibility, it shows that other people trust your business. This can also get your business pages more followers/likes too!

Be Interactive

Make sure that you have a clear page specifically for contacting you, and even better, use a live chat widget. The basic rule I go by is make sure you are contactable in more ways than one, so email, phone, Social Media and live chat makes 4! This decreases friction between your company and your potential clients as not everybody has time to wait for an answer over email.

Choose Your Colors Well

The shape and colour of your call-to-action buttons can increase (and decrease) conversion rates significantly. If your button is not currently providing many conversions, consider A/B testing with a different colour. Red is a good colour to use as it creates a sense of urgency (but can also be related to danger if not used carefully). BMI, a leading UK airline, increased their conversion rate by 2.5 percent by adding a red background behind their message “Hurry! Only XX seats left”. When A/B testing you should only change one thing per test, otherwise you wouldn’t know what worked and what didn’t!


The more fluent of a design, the more likely people are to give things up, whether that’s money or details. Think of Amazon and eBay, once you’ve signed in it’s not a long process to pay. Every year $4 billion is wasted in shopping carts, usually because people don’t want to feel like it’s a chore. It’s like using Social Sign In on your website, it minimalises effort, we’re lazy people you know! So by creating less friction between you and your audience they are more likely to convert into a paying customer or at least, a lead. Your website should be designed so your prospect doesn’t have to think of what to do on your website next, instead your website should have clear call-to-actions to tell them where to go next. Use action verbs on those call-to-actions to direct your prospects.

If you have a lead-capture form on your website (you should!) then consider reducing the number of fields required to fill it out or even try social sign-in. This can increase your conversion rate as again, it reduces friction and for us lazy-internet users, it’s a couple of less buttons to click.

Are we crystal clear?

Clear fonts are not only easier to read, but seem more trustworthy to your audience because they don’t have to focus too much on reading, it feels less like a chore. Another is image placement, time flows left to right so if your pictures depict time passing, always put the earlier picture on the left. If you place them the other way round it looks confusing because subconsciously we all know time flows left to right, top to bottom. Place your call-to-action’s in clear way and play around with the text that you use.

Try A/B testing, where you take half of your traffic to one page and a half to the other to work out which way works best. 60% of the buying process has already been done before a customer even comes in contact with you, more so if you’re business is eCommerce. This is why your websites must be trustworthy, fluent and clear. Having your website up to date, easy to use and easily read then people are more likely go through the actions.