You put good money in building a site, and seeing it underperform is frustrating.
Lucky for you, following website optimization tips fixes issues many (if not all) site owners experience.
But first… what is optimization?
Optimization applies best practices to improve the performance of something. Engagement leads to conversions, something we want as site owners when selling an offer.
Do you want to know how to improve a website with best practices? Who wouldn’t? Keep reading to learn 15 site optimization tips bound to show positive ROI.
Imagine changing several website elements without tracking. You could only guess what worked because there were too many variables. Optimization works because you’re tracking, not relying on assumptions.
Using website analytics like Google Analytics is how you do tracking. You could use tools like Clicky or Sisense, too. The following site improvements don’t need tracking but efforts improve by doing so!
Got it? Good! Let’s continue into the tips.
New site owners experience a learning curve as their site matures. Changing elements on a whim is tempting, especially if it’s hyped by marketers. Before long, it’s a mess with elements, plugins, and features deterring performance.
Try one of the 15 optimization tips at a time instead of doing everything you read. Test it against your baseline, discovering how well it works. Then, create a new baseline and move to the next.
Websites are servers delivering files to users. Improving the backend optimizes the frontend, delivering requested files efficiently. Here are several things to change your site visitors won’t see — but will notice.
It takes just 2 to 3 seconds before someone decides if they want to stay on your website. People exiting the site before it loads means no possible conversions. Even if they’re patient, an unresponsive site is frustrating and cumbersome.
Factor other issues with bad web hosting:
Improving the site stability and speed creates a compounding effect on conversion rates. No downtime and responsiveness let users access information and product pages without delay. This retains their emotional state throughout the sales funnel, triggering a buying decision.
Get better web hosting that provides:
The hosting costs more but consider money “left on the table” from lost sales!
Security flaws cause issues preventing visitors from accessing your site and completing transactions. The main issue is an inaccessible website if it’s taken over by malicious groups. Lost site data forcing a server rollback (hopefully you have backups) is another issue.
More than 86% of websites are vulnerable to cyber attacks!
Plug the gaps:
Securing the site keeps it operational while avoiding fall-out caused by security breaches. It’s hard to regain trust if customer data leaks to the Dark Web!
It’s easy to forget the human element when we’re behind screens. Many people prefer interactions when browsing a site and before completing checkout. This may include phoning in, emailing, or using live chat.
Strengthening your team’s customer service skills improves sales as a byproduct. The visitor receives a pleasant experience, encouraging action like buying products or promotion.
Invest in the following:
Test and track the customer service the same as your sales funnel. Identify friction points deterring people from doing business. Then, empower the website with rich customer support features on every page.
Many site owners assume broadband connections will compensate their site load time. Yet, 1 in 3 Irish households lacks broadband! This creates a frustrating experience for lots of people accessing your website.
Bloated web design is to blame — with items like:
Use tools like Compressor.io for images and CompressMyCode.com for the code. Likewise, fix issues with the site code through validation and removing unnecessary elements.
Two easy fixes include:
Fast file delivery, like better hosting, creates a solid experience and conversions!
Analytical tools provide data on how users interact with the site. This includes what brings them there and what pages they access. Deciphering the data guides conversion optimization but doesn’t explain what they do in-between.
Enter: Conversion analysis tools.
Tools like CrazyEgg and ClickTale include heatmaps and visitor recording. Heatmaps display where users hover, helping you understand what draws their attention. Recording tools show visitor interaction through video playback.
What can you do with this information?
You may find it easier processing visual data when making conversion optimization decisions. Get a large data pool by running these tools for a month, then see where you could make site improvements.
Having the backend performing 100%, it’s time to upgrade the frontend. The frontend is what visitors experience. If the frontend experience is pleasant and engaging, you’ll create conversions!
You’ll find front-end optimization easier than the back-end. The front-end changes rarely need hardware and heavy coding changes. Follow along, applying each item as you see fit.
Don’t expect users to know what to do. Drive visitors into the next step by using a call-to-action.
…and other requests.
CTA’s take the form of buttons, links, and site copy. Experiment with each, seeing which tweaks provide better conversion rates. Lead visitors to your desired action by including a CTA on every page.
Place these two call-outs on your site (or site’s banner):
Coupons are an excellent incentive helping push people over their buying threshold. These coupons get shared on third-party coupon aggregates, too, creating new lead funnels. Plus, they provide an opportunity to drop emails without seeming pushy.
Free shipping has a similar effect with incentivizing the offer. Most shoppers look for free shipping and aren’t afraid to look elsewhere if missing.
Grammar issues and bugs are common since dozens of Web technologies form a website. Plus, copy errors may slip through when content is sourced through various writers. A bounty can help these issues.
Bounties could include finding and reporting:
You could incentivize the bounties, paying visitors if they spot and report them. This investment removes friction points throughout the site. Plus, it makes your business appear professional — which increases conversions.
Removing page items offers a few benefits:
We’ve noted the value of reduced file sizes (above). But, item removal keeps a visitor focused and moving through the marketing funnel. Testing and optimization are easier with fewer variables, too!
Shopping online is commonplace, but many still have trust issues. Overcome a visitor’s questioning of your trust by adding trust and authority signals.
Signals could include:
Make these items visible on important pages like the products and the home page. Visitors see these items and rest assured they’re in safe hands.
User info is great for repeat business, but forcing them to sign-up for an account deters many. Offer guest checkout with an optional newsletter sign-up to reduce site conversion friction.
Trust signals (noted above) improve transparency and authority. Reviews and testimonials offer a similar impact but through user submissions.
Use them effectively:
These let visitors project what ownership offers through their peers. Suggestions are a powerful influence on sales.
Pivot from your competition by adding personal elements if applicable. This personalization offers a transparency and authenticity.
Include social features like:
These social features create “stickiness”. Frequent visitors form a community, this community creates content and referrals. You’ll find a strong community will take to social media to share the brand too!
On average, Mobile traffic is 51.2 per cent, meaning half of your traffic is likely using smartphones and tablets. Either offer a mobile-friendly website using responsive design or design for mobile-first.
Use social and email marketing, pushing followers to mobile sales pages. This creates a sales funnel any time of the day!
Spending big money on website improvements isn’t necessary. Sometimes the smallest tweaks make the biggest impact. Better site hosting, for example, impacts all other website optimization tips you follow.
Wouldn’t you know? We have amazing website hosting packages!
Give us a call or send us an email if you’re interested. We’d love to talk about your site’s options and how our services raise your bottom-line.