What affects the website's success in converting visitors into customers

Having a business website that informs potential customers is essential. Yet many websites, regardless of how well-designed they are, don't contribute enough to a company's goals. To make your website as effective as possible at attracting new customers, there are certain steps worth taking to improve the conversion of website visitors into leads, and ultimately into paying customers.

Some of the elements that will improve your visitor-to-customer conversion rate include the following:

Credibility and trust

Customers buy from companies they trust. To make your website convey trust and credibility, follow these tips:

• Always publish your phone number, address, and full company name on the website
• Keep content simple and easy to understand — avoid technical jargon that confuses the average reader
• No spelling or grammatical errors — review all content carefully, as mistakes undermine credibility in the eyes of potential customers
• Publish references — a list of your existing customers will further reassure potential customers that they can trust you
• User testimonials — by publishing testimonials, potential customers gain insight into how you have helped your existing clients
• If you have a web shop, implement product reviews — people are more likely to make a purchase after reading the experiences of existing customers
• Highlight your social media pages — especially if you have a significant number of followers
• For web shops, implement the HTTPS protocol to signal that purchasing is secure

Simple contact and purchasing

Make the purchasing or contact process as straightforward as possible.

Many web shops complicate the checkout process to the point where customers lose the motivation to complete their purchase. For a smoother purchasing experience on your web shop, follow these two tips:

Don't ask for unnecessary information

Details such as gender, title, company name, or any other non-essential data are not required for a successful purchase. Every additional field customers must fill in adds friction and distracts them from the end goal — completing the purchase.

Keep registration as simple as possible

Ideally, allow guest checkout for people who don't have the time or inclination to go through extra steps. You can offer an incentive for registering to encourage sign-ups, but it should not be the only way to complete a purchase.

For business websites where the goal is not online sales but lead generation — encouraging potential clients to get in touch — there are also certain guidelines worth following:

Simplify the contact form as much as possible

Avoid adding a large number of fields that may overwhelm potential customers. Ask for basic information such as first and last name and company name; you can gather everything else once you begin the conversation with the person who reached out.

Make contact details easy to find

Place contact information in as many locations as possible on the website — on the Contact page, in the footer, or near the top of the page, so it is always within easy reach.

Make contact details clickable

Ensure your phone number and email address are clickable, so that tapping or clicking them directly initiates a call or opens an email.