How Small Businesses Can Increase Web Conversions

So you’ve cast your line out, but the fish just aren’t biting.

While increasing your business’s visibility through strategies as SEO may seem like the be-all, end-all of digital marketing, it shouldn’t be the only step you take.

After all, if your site visitors aren’t buying your product, inquiring about your service or signing up for that free ebook, all that traffic goes to waste.

There may be elements of your site design that aren’t the best for convincing potential customers. Or worse, they may be deterring your customers entirely.

Changing these elements to increase your web conversions is the basis of conversion rate optimization or CRO.


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The quick answer to increasing your customer conversions is to implement A/B tests, the backbone of CRO, and pick the better-performing page.

However, with the tiny amount of web conversions and traffic that small businesses usually get, it may take months before an A/B test produces any significant results.

Never fear, though, there are still ways to optimize your website. Experienced marketing specialists can usually spot potential obstacles to conversions with just a glance, but there are some web conversion strategies you can implement to get those fish biting.

The KISS Principle

Sometimes the classics still work best.

KISS stood for Keep It Simple, Stupid and was initially coined for engineering design, but it works just as well for website development.

Cleaning up a messy web page can do wonders for increasing your web conversion rate. You might have interested customers, but if they can’t find your BUY link, they may get frustrated and leave.

So do yourself a favor and help your potential customers find your value proposition by placing your CTA in a prominent position on your landing page. If someone can figure out what you want them to do and what’s in it for them within a few seconds, you may have just made a new customer.


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Take a look at Slack’s landing page. It’s clean, simple, and at a glance, you know what their product is how to get it. Another classic saying applies when planning your website design: less is more.

Look Credible

A 2017 survey found that 85% of consumers trust online reviews more than they believe personal recommendations.

People are scared of the unknown. If people can’t trust you, that puts a dent in your conversions.

Making your website look professional is the first step.

If you want to take it a step further, encourage customers to write reviews about your product and display them on your landing page. Visitors seeing people like them better off with your product may be the factor that pushes them into converting.




Who says you have to give up on potential customers once they leave your site?

Remarketing can be a powerful tool to increase customer conversion if used right. If one of your visitors has already shown an interest in a specific product, you can target ads at them that remind them the product exists and is worth another look as part of their consideration step.

Some sites like Lulu send emails out to customers who have items in their shopping carts but abandoned them at some point, reminding them that they still have products that need to be checked out.


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Just remember: there’s a fine line between a small reminder and a pesky annoyance. Don’t overdo it, or you could end up with customers who go from plain uninterested to irritated at your marketing.

Usability Testing

Let's go back to the problem mentioned earlier about small businesses not having enough traffic to run A/B tests.

If you’re starting out, or don’t have the traffic yet, you can still test your website.

Instead of waiting for the data to come to you, you can go and look for the data yourself. Asking people online, or even just to your friends, to visit your website to test it out and asking for their feedback can be used in place of A/B testing.

Usability testing achieves two things:

  1. While it may not be the hard quantitative, statistical data that an A/B test provides, usability testing gives you concrete feedback on things you can improve.
  2. Usability testing gives you the chance to see feedback from people who closely resemble your target market.

You might be so focused on increasing your web conversions and marketing your product that some things about your website design from outside the marketing perspective may never occur to you.

So whatever insight you gain from your testers, be sure to use it to your advantage. You hear it straight from the horse’s mouth.


This article outlined some tried and true methods of increasing your web conversions. The tips included should be a great help in getting yourself started, and tracking improvements to your conversion rate over time.

Once you pick up steam, you can start implementing A/B tests and work with marketing partners to further optimize your small business’s conversion rate in pursuit of becoming a high-converting powerhouse.

Ready to dominate the competition? 

Let's talk web conversion today

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