Sanjay Kumar

2 years ago · 4 min. reading time · ~10 ·

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7 Strong Elements That Influence Website Conversions

7 Strong Elements That Influence Website Conversions




Your website is the depiction of your brand, its products, its services, and many more. It gives an expression to your business. It is presented in such a way that the best image is presented in front of the people. Your web design can assure whether the customer would invest his/her precious time on the website or they would leave in a short while.

You have to make your web designer understand the quality of the website you desire. None of us want unsatisfying and frustrating results when we have invested so much on the website. After all, websites should increase the conversion rate and not create a barrier in it.

It is quite evident that more than 90% of internet users are using multiple screens simultaneously. When there is a loading issue with some websites, they tend to shift over their interest and don’t revisit the website due to bad user experience.

We are very well aware of the importance of mobile usability and responsiveness.

What is the conversion rate?

Conversion rate refers to the ratio of the total number of visitors to the visitors who take the desired actions.

For Example: if the landing page has 200 visitors per month and 20 of them are completing the desired task, the conversion rate would be 20 divided by 200 which is 10 percent.

There are two types of conversions: macro and micro.

Macro conversions are the ones that convert the visitor’s actions which are aimed at completing the task which is important for generating companies’ revenue.

Few examples include making a purchase, filling out a contact us form, requesting a quote, or signing up for a free trial.

Micro conversions are the ones that include actions that cannot result in revenue growth but those which can precede macro conversions.

Few examples include blog subscriptions, social media follows, case study views, or free eBook downloads. Depending on the business strategy and aim, the marketer may choose macro and micro conversions which are expected to generate the best results.

7 elements that influence the conversions:

1. Brand Consistency

The working of the brands is usually misunderstood by marketers. They are unaware of how the website branding influences the conversion rate. There is a various key brand decision on the homepage:

  • It must have a distinct Logo that is overwhelming.
  • The brand goals should be depicted by a brief headline and subhead.
  • A sleek and eye-catchy product photograph.

When you want to develop a brand, storytelling is an essential part. You should consider whether the story you are telling is correct or you are just reinforcing the wrong feelings about your company. So when you design your project, you need to focus on a story that you want to tell. You can select your story on the basis of the brand values, certain beliefs, and target audience.

2. The Designing of UI/UX

The design decides the conversion of the landing page. When the designer is working on UI/UX, they should think about usability, user engagement, and KPIs. Designers can develop UI/UX designs based on strategic marketing, value proposition, and buyer profiles.

Certain tips and tricks that help in attaining the desired UI/UX experience:

  • Establishing the goal:

Designers should focus on the business objectives as well as the outlook of the website. Once the business goal is accomplished, creating a relative UI/UX becomes very easy for the designer which would help increase the conversion rate.

  • Making the design responsive:

The potential leads might be accessing the landing page other than desktops. Therefore, it is very essential to know how the website looks on all the screen sizes. So the responsive design is an essential part of both the SEO as well as the conversion rate.

  • Knowing the expectations of the users:

You need to navigate your clients as well, only creating a buyer persona is not sufficient. If the design of the landing page is challenging work, the conversion rate would be extremely low.

  • Testing:

You can never judge which approach creates the highest conversions, so both the designers as well as marketers should do testing so that the amends can be done on time.

3. Call to Action

If the actions need to be completed by the visitors, they should be well-informed regarding this. You just need to mention when, where, and how it should be done. The visitors pay attention to the key elements only. Therefore, it is important to know the importance of CTA.

A CTA can be anything like text, button, image, animation, or video. It can also give encouragement to a lot of people to perform various actions. The CTA conversions can come by various actions performed.

You need to understand the nature of your clients. You should know who your target audience is. You can use color psychology on them. Depending on the various aspects like age, location, gender, etc. people perceive things differently.

You need to create a limited-time powerful CTA tool because people fear the missing out phenomenon. It encourages the visitor to take the action immediately and convert.

4. Content

After the design is well taken care of and the CTA is also decided, it is time to think about the content of the website which would help in conversion rate.

Content strategy needs a thorough understanding of the target audience.

You can even determine the sales funnels strategies that the readers undergo. If your product is related to the fashion industry, you need to tell the relevant stories, a few tips, and tricks, and publish interviews of the fashion divas. You need to talk about the strategies, services, and targeted businesses.

You should provide some valuable information to add sentimental value to the customer.

5. Target Audience

What do you think is a better course of action, getting more traffic and more leads or increment in the conversion rate with present traffic?

You basically need to check the traffic your website is already receiving. If your conversion rate is already good, you can just focus on the campaigns which would drive more traffic.

If the audience is interested in buying the product or the offered service, the chances of conversion are high. You should regularly check the quality of the traffic and the consistency.

6. Logistics and Analytics

You need to be logical in your strategy. Whatever strategy you apply, you need to track it. If you are making amends in the copy, you should check the before and after analytics. Google Analytics is the most widely used analytics. You can set your goals and can calculate the conversion rate as well.

You can use both the qualitative as well as the quantitative approach to analyze the data.

7. Collect the Required Data and Feedback from Your Website Visitors

Your audience is your priority, you should know what they want. You can use various practices like the starting point from where to begin.

You can also use the heat maps; they can tell us the eye-tracking information. You can even scroll the maps to prove them useful. You can even generate confetti reports for a better understanding of the audience. Once you have sufficient data, you can start A/B testing. You can test one element at a time, and compare the disparities between the conversion rate.


Conversion rate is a never-ending process. It requires a lot of experimentation. You can follow the tips mentioned above and achieve a good conversion rate. You need to follow a business strategy to achieve your desired goal.

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