Most business owners are obsessed with driving traffic.

The math is pretty easy. More traffic = more business.

That said, one of the simplest ways you can improve your revenue is by putting a strategy in place not to drive traffic, but to convert traffic into leads and customers. And that starts with building a website that will out-rank your competitors.

Most websites have two kinds of conversions:

  • Micro-conversions are smaller commitments potential buyers make on their way to a final macro-conversion.
  • Macro-conversions are big website goals (such as product sales or service requests) that are concrete and easily trackable.

When you have a well-optimized website, you can increase conversions and the number of times people take action on your site.

Increase Conversions on Your Website

Everything on your business website, from the page copy to site design, links together – and not just in a way that helps people navigate your site.

Today, studies have shown that 57% of a consumer’s buying decision is made before speaking with a salesperson. Built correctly, your website can actually help prospects convert even faster.

A few main tactics that can impact and increase your conversion rate are:

Website Organization

The way your site’s information is organized and linked together plays a huge role in conversion. No matter what stage of the buyer’s journey each new website visitor is at, your site should attract and educate – which leads to conversion.

If a website visitor is in the awareness stage, for example, you’ll want to be sure your site provide information-based resources like eBooks, videos, and how-to guides.

Landing Page Optimization

Landing page optimization is what most people are thinking of when they hear conversion rate optimization. Keep in mind that landing page strategies are just the tip of the iceberg in a much larger optimization strategy.

Get started with HubSpot’s guide to A/B testing and you’ll start to see improvement.

If you’re looking for a quick win, try these practical applications of conversion optimization:

  • Find and fix pages that are underperforming. Try sorting pages by bounce rate to determine the weakest pages on your site and use SEO best practices to breathe new life into them.
  • Bring more traffic to your highest performing pages. Use the Reverse Goal Path report in Google Analytics to help you determine what pages are giving you the highest conversions. From there, optimize underperforming and all other pages by adding internal links or CTAs to redirect visitors to the highest converting pages.
  • Assess page elements with A/B testing. Using all the information learned in the suggested steps above, you can perform a variety of tests to determine what is most effective for your website. You can test potential offers, messaging, page layout, images, headlines, and CTAs.

For most businesses, driving traffic to their website isn’t the problem, it’s converting visitors into customers.

At the end of the day, all it takes for you to increase the number of conversions on your site is optimization. The easier it is for users to navigate your site and find what they need, the easier it will be for them to convert from a prospect into a delighted customer.