Increasing website conversion rates – from visitors to customers in 4 steps


A website’s conversion rate is one of the most important metrics to any business looking to gain customers via its online presence. Conversion rates are essentially the amount of people who, after visiting your site, purchase the product or service you’re offering. Even a slight increase can propel your sales significantly. Consider following example – if you bump up your conversion rates from 2 to 4 percent, you’ve doubled the sales coming from your website. What seems like a small change is actually huge.

So how do you turn visitors into clients? Small incremental changes can go a long way towards that. Here are our 4 tips for increasing conversion rates on your website:

1. Clear message from the start

Firstly and most importantly, you want it to be clear from the start what you’re all about. Think of it as your online elevator pitch. You have just several words worth of space and have to make them worth it. That means being straightforward and avoiding complex wording. Let’s look at our own site as a case study. When you log into, the first thing you see is the following list:

For Freelancers:

Cost free membership

Unlimited applying – no bidding

Profile upload


There’s a similar version for recruiters, but let’s focus on that one for now. Mind you, I’m not saying it’s perfect, but it does a couple of things very right. It defines the target group, shows how the site differentiates from its competitors and establishes what advantages you get. And perhaps most importantly – all this is established in around ten words. Short and sweet.


2. Obvious call to action

The next thing you want users to see right away is your call to action. There is a balance to be struck here – you don’t want it to be too obtrusive, but you can’t afford it being overlooked. There’s a practical example in doing it wrong that every internet user knows. There’s almost nothing worse than pop-ups that cover the whole screen and flash “Sign up for our newsletter now!!!” I’m on your site and want to read your content, don’t make me hate it.

Looking at again, you’ll see what decisions were made when designing the site. The call to action (which is indeed signing up for a newsletter) is in a different color to the rest of the website. It’s also prominently placed and says upfront that it is free.

3. Establish trust

The next thing you want to do with your website to make sure visitors turn into clients is to prove you’re trustworthy. There are many ways to do that and you’ll have to think about what makes sense for your website. I can tell you what makes sense for ours. First of all the news articles and freelancer tips (like the one you’re reading right now) provide some extra value to our visitors. If they like the content, they’ll come back. The more they come back, the more likely it is they become customers.

Trust can also be established by backing up your statements with testimonials. Let your clients speak for your product – it might seem a bit clichéd, but it works! Furthermore, gaining authenticity with social media activity can also help build trust. And a person who trusts you is much more likely to buy something from you.

4. A/B testing

To wrap it up – never stop trying different things! A/B testing is the process of creating multiple versions of your website and measuring which one works best. Don’t make two completely different versions though – then you won’t know what caused a potential increase in conversion rate. Change up small things, like where your call to action is placed or what it looks like. Don’t worry, it’s easier than it sounds. You can do it for free with Google Analytics or take a look at Mashable’s list of 10 A/B testing tools from 2015.

Liked the article? Let us know in the comments, it helps us decide what content to bring you in our weekly freelancer tips!

Pic: © Tommistock
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