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The Definitive
Conversion Rate Optimization Guide
Creating a conversion-optimized website
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Conversion Rate Optimization Guide
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Chapter 6

Creating a Conversion-Optimized Website

You want your website to be a marketing machine. You want your website conversion rate to be off the charts. You want your traffic to convert to leads and leads to customers and customers to brand advocates.

But how? How do you create a conversion-optimized website that’s going to show serious results?

Let’s break it down to the main areas of focus that will help improve your website conversion optimization.

1. Know your website conversion optimization goals.

What does conversion look like? What action are you trying to get users to take? Some conversion actions include:

  • Subscribe to a newsletter
  • Make a purchase
  • Fill out a form or survey
  • Download free (or paid) content
  • Create an appointment
  • Sign up for an event

In most cases, a conversion takes a person to the next level of your campaign. You might transform a new visitor into a warm lead by encouraging them to subscribe to your blog, or you might turn a lead into a customer by encouraging them to make a purchase.


Be specific about what kind of conversion you want. Then create a CTA that will compel that specific action.

2. Engage your audience.

Engaging your audience and convincing them to take action begins by first understanding their primary pain point. You’ll then need to design the page and CTA around the solution you’re offering for that pain point. How would downloading your lead magnet improve their lives? Why do they absolutely need to purchase your product right now?

Consider what your audience needs and how you are delivering that value.

3. Load up on the calls to action.

Don’t let your call to action (CTA) get lost in the fray. The CTA should be the “loudest” part of your page. This means the CTA:

  • Uses contrasting colors to attract the eye
  • Is sprinkled throughout multiple parts of the page
  • Has enticing copy to encourage a click

You ideally just want one call to action per page. This CTA reflects the conversion goal of that page (like collecting a lead or making a sale). But you want multiple placements of that same CTA on the page to reiterate the action and give your visitors more opportunities to convert.

multiple cta buttons

For example, you might have three boxes where a user can input their email and subscribe to your blog. You might also mention within the text of the blog itself how they’ll benefit from subscribing.

4. Be clear. Be concise.

You don’t want to dilute your page with too many offerings that could confuse your visitors. Each page should have one goal, one action, and one CTA. This clarity can improve your conversion rate by streamlining and simplifying the opt-in or checkout process.

But you also don’t want to be too concise. People still want to learn about what the offer is before they dive in. In fact, Neil Patel found that putting the CTA above the fold decreased conversions by 17% because people didn’t yet understand what they were supposed to be doing. So, be concise but don’t forget to be clear and informative.

5. Try out several pages.

Each page should have just one goal and action. But what if you have multiple conversions on your website? You might want to collect subscribers on your blog, makes sales on the product page, and encourage sign-ups on a landing page.

So—use several pages! The more pages you have, the more opportunities for conversion. Plus, you can compare these pages to one another in testing to determine and emphasize those that see the most success.

Psst… Landing pages are one of the most effective ways to boost your overall conversions. Landing pages are designed for a single CTA, so they tend to help turnover your conversion faster. Learn more about creating landing pages here.

6. Always know your conversion rate. Always.

You don’t need to check your conversion rate every day, but it’s one metric you should definitely keep a consistent eye on. If you are spending a lot of money on bringing in traffic, you want to leverage that acquisition cost to get a high ROI. The conversion rate is like the backbone to your marketing campaign: it tells you how successfully you’re able to move people into a deeper engagement with your brand.

If you don’t like where your conversion rate is today, change it. Learn how to improve your conversion rate here.

7. Use splash screens and exit pop-ups.

Sprinkle extra opportunities for conversion throughout your website. Use a splash screen when someone first lands on your website and offer exclusive content for download. Utilize a pop-up when they’re about to exit to ask if they want to keep in touch with your blog. Use banners on the side to remind them to subscribe to your blog.

These “invasive’ CTAs force the visitor to make a choice: either convert or click away. And if you’ve done your job convincing them of the value of the offering, then they’ll convert!

Website conversion optimization comes down to one thing: creating and emphasizing a clear action for conversion. Simplify the conversion process, and you’ll see your CRO skyrocket!

Chapter 1
What is conversion rate optimization?
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