Conversion Optimisation Checklist

  • Is your website optimised for mobile devices?
    Between 10 and 40% of visits to your website are from mobile devices. To view a brief tutorial to see how you can check the precise percentage via your Google Analytics account, click here. If you haven’t got a mobile optimised version of your website, then the likelihood is that the site doesn’t perform as your users would expect when they visit from a mobile device. As more and more traffic to websites come from mobile devices, a mobile optimise diversion of your site is a must.

  • An introductory video from a director / owner:
    People do business with people not companies. Let your potential clients meet who you “in person” by recording an introductory video. Such videos substantially reduce bounce rate (percentage of people who leave your site without visiting a second page) and improve conversions. There is no excuse for not having such a video if you are serious about conversions. We recommend the below companies to deliver high quality videos at a good price:
    www.filmit.ie

    • Conversion Optimisation Specialist, Conversion Optimisation Consultant Ireland

  • Meet the Team:
    As per point 1, people like to see the people behind the promises. A well presented meet the team page is useful in this regard.
  • Cross Browser Testing:
    While you might always log onto your website in Firefox or Internet Explorer, a growing number of people use Chrome or Safari to browse the net. Download all major browsers and browse your website – make sure it works perfectly in all four major browsers: IE, Firefox, Chrome and Safari.

    You can check your website compatibility with all versions of IE browser with the following tool on one system: http://www.my-debugbar.com/wiki/IETester/HomePage.
  • Contact Details on All Pages:
    Your contact details should be on every page – make life easy for those who wish to make an enquiry.
  • Text Size:
    Make sure that the text on your website is not too small to ensure it is easily readable for those with less than perfect eye sight.
  • Portfolio / Case Studies:
    There is little more powerful in terms of reassuring potential clients that you will do a good job for them than providing a portfolio of previous work that you were involved in and that went well. If you are an engineering firm, giving a case study of the large projects that you consulted on is useful for example.
  • Have a Company Blog and Keep it Updated:
    Potential clients like seeing that you are a company that stays abreast of latest developments. Also, winning awards, new recruitments, office moves, purchase of new equipment etc all are of interest to potential clients and a blog is a great means of communicating such news. Make sure though that your most recent blog entry is no older than one week. Latest news from a long time ago is indicative of a shoddy, badly organised company and will hurt conversions. Either keep it up to date or take it off the site.
  • Social Media Sharing:
    Make sure your website has a share widget on every page to easily enable users to tweet or share your website. The amount of Facebook shares, likes and comments as well as the number of tweets and re-tweets of your website has are now an SEO factor so give yourself every opportunity possible to acquire these.

    • Conversion Optimisation Specialist, Conversion Optimisation Consultant Ireland

  • Ease of navigation:
    Your site should be easily navigable and the user should know at all times where (s)he is on the site. Breadcrumbs are very helpful and recommended in this regard.
  • Testimonials:
    Every company claims to be great. To be believed, you need to be able to point to a lengthy list of testimonials. High quality companies will have many happy clients and will have no issue getting these.
  • Spell-check:
    Very often website copy will contain typos and/or misspellings. Read all the content on your website and spell check any spellings of which you are unsure.

    • Conversion Optimisation Specialist, Conversion Optimisation Consultant Ireland

  • 404 Error Page:
    If someone searches for a URL no longer live or one that never existed, they should be met with a tidy 404 error page explaining that an error has occurred and inviting the user back to the homepage to start again.
  • Simple Enquiry Forms:
    If using enquiry forms, don’t add unnecessary questions; just get contact details. Everything else can be established when you speak to or meet with the client.
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