4 Unique Ways to Boost Website Conversion Rate

Too many companies grow complacent with their website’s performance. They look outwards at their marketing efforts, the economy or their competitors instead of looking inwards at their primary sales tool – their website. When was the last time you truly optimized your website? Here are three unique ways to boost its conversion rate.

A quick note – conversion rate refers to a site’s propensity to garner leads. For example, if a site is trying to get email subscribers and they received 10 visitors and one signed up for the email, the site would have a 10% conversion rate.

1. Site Intercept

Your site may follow industry best practices by having a simple lead form on every page, but that quickly gets lost as a potential customer navigates your site. A good site intercept is also adaptive to what the user is doing (e.g. spending a while on your site), which stands out a little bit.

Penna Powers has been using Hotjar, as it is low-cost and has a simple design. You may have noticed it on this page already. There’s more sophisticated tools out there, such as Qualtrics’ Site Intercept that we’d recommend for larger sites. Site intercepts can be effective if used in the right context.

2. Simplify Your Form

The standard lead form asks for a name, email, phone number and a comment. Do you really need all of that? Could you get by with just a name and email, with an optional phone number? A recent study by HubSpot found that limiting the number of form fields from four to three increased conversion rate by 50%.

Conversion Rate by Number of Form Fields











As this graph shows, the ideal number of form boxes is three.

3. Explain Benefits

In your simple form, you shouldn’t ever just have the button say SUBMIT. Yuck. The user doesn’t even know what he or she is getting. For example “Subscribe to Get Daily Tips” or “Start My Free Trial” are much more clear and effective.

This principle applies across all marketing channels. In your company’s app, don’t have a button that says “Allow Push Notifications” but rather have a button that says “Notify Me When Friends are Online”. Describing what will happen goes a long ways. Many more people will allow notifications, you’ll have more daily users and less uninstalls.

4. Look at Your Path to Conversion

Many marketers are looking at the wrong analytics reports. The lead source is important, but the funnel is vital. One of our clients, a large bank, had an online auto loans application. We noticed that a lot of users were dropping out at a particular spot in their application and that the information was non-essential. We helped them fix their form and saw a 3x increase in completed applications.

In Google Analytics you can run this report by going to the Audience tab and clicking on User Flow. You can create a custom segment for users that started an action and see the drop off points. We’d also recommend a site intercept (see #1) to users who drop off to ask them why they did so.


These four tips will help you improve your website’s conversion rate by helping your organization generate more leads out of your current visitors.