5 Ways to Increase Your Website Conversion Rates

It’s very likely that if you’re reading this article, that you already have a website but for reasons that you don’t know, it’s conversion rate of sales, email sign ups and success just isn’t that good or it’s already doing well, but you want to know how to increase it.

Well I have 5 tips and corrections you can make to help you do this. And I can assure you that making these changes can have an insanely positive affect on your conversion rates, where they can double, triple or even go above 10 times!

5 Ways to Increase Your Website Conversion Rates

Here are the 5 ways to increase your website conversion rates summarized:

  1. Always focus on targeted, relevant audiences. This always increase conversions.
  2. Increase and add more quality content to your website. This adds trust and improves conversions.
  3. Use comparison charts. They help convince people faster.
  4. Create product reviews and comparisons between products as your content.
  5. When you sell people something, give them one option above all that works.

In a moment I’ll be covering each of these options and explaining how they raise conversion rates on your website.

What is a conversion rate?

Conversion rates are basically measurements, usually in percentages of a website’s success. That success can be either:

  • The amount of sales it makes out of how many people visit your site.
  • Or how many people opt-in on your website.

Higher numbers for each of these circumstances means the conversion rate is higher and you want a higher conversion rate if you want your website to do better.

An example of how to find your website conversion rate:

So if I sell 1 product on my website, get an average of 500 visitors a day, out of which 5 people buy, that means I have a conversion rate of 1% (1 out of 100). 

In order to measure it, you have to divide the number of daily visitors to your site by the number of people who buy (or if you’re measuring how many people sign up to a list, by that number), then take the answer and divide that by a 100 to get the percentage. 

So another quick example would be:

If my website gets 1,000 visits a day, and makes an average of 50 sales everyday, then my conversion rate is 5%.

Some places have a different calculations for measuring it, but I like my version better. And the more traffic your website gets, the higher you’ll want that conversion rate to be.

Now conversion rates aren’t always exact, especially if you take into consideration where you’re getting your information from. Some numbers may include returning visitors.

Do returning visitors count as part of your conversion rate equation?

Well it depends. 

I personally only like to include new visitors in my formula because generally on my website, returning visitors are rarely re-occurring buyers and more so readers who like my site. 

I only promote a few products on this website so returning visitors in my opinion have either already purchased it, just want to read the new articles I put up. I don’t really have information on how many of my returning visitors end up being first time buyers of my recommendations, but as of now, in my opinion, it’s too little to include. 

So what I generally do is use Google Analytics, look at how many visitors I received, but only use the “new visitor” number when I calculate conversions. So for example:


On this website, we have a daily count of visitors to the site, but there are at least 4 different numbers we have to work with. Sessions, users, Pageviews and the pie chart on the right.

I only use the actual pie chart which says out of the 706 visits on one day, 616 were new.

When I then use that number, the final calculation becomes very different, but I believe this conservative estimate is closer to the real number than if I had to factor in all those other things (returning visitors, maybe friends coming to my site who really are just there for support, not interested in buying and many other categories which would only mess up the final numbers). 

One of the few places where you WILL get an accurate conversion rate is if you use Google Ads. They have a code you can place on your website which will record which keywords your website gets conversions from and provide you with an accurate number. Bing ads is also another option, but I find Google to be more accurate. 

Here are the 5 ways to increase your website conversion rates explained:

This is where we’ll cover the above options, but in greater detail so you understand how they actually lead to higher conversions:

1) Relevancy is the most important aspect of higher conversion rates: 

If you can understand why relevancy is so important (and I will do that now), you will be able to adjust your website very quickly to be easier to buy from.

Think of relevancy as a key to a locked door which is higher conversion rates. The more relevant your website is to your audience, the easier it’ll be to open that door:

conversion rates explained

To help determine if your website has enough relevancy to make more sales, we first need to look at what your website is about. Basically your website has to discuss topics related to the visitors interest.

Let’s divide the topic of relevancy into 3 colors: 


This means the relevancy is COLD. There is no nothing even close on your website that the visitor might want to see. The interest they have is NOT discussed and thus they will leave. Cold traffic is typically the type that will never lead to high conversions.

For example: You have a website on shoes, but try to sell people a make money online program on it. That is very cold and you will not have any visitors who goes there who wants shoes think about making money online. Your conversion rate is going to be 0%.


This means warm. Your website is in the field of interest/s to your visitors. 

For example: You have a website where you sell casual shoes (For business, work, important gatherings, ect…), but you also pitch to them sneakers. While these are technically in the same category, they are still not as directly related and your conversion rate will usually not be very high.


This means hot. Basically as relevant as it can possibly be which is where you want your website to be. There are 2 wa

Example: You run a site on hiking gear and sell hiking shoes. That is red because it’s relevant to the site topic. You are likely to get a more targeted audience there ready to buy.

There is a term I use for this kind of traffic: Laser targeted traffic.

Another example (from email marketing):

Since conversion rates are also measured in the email marketing realm, let me share one good example of how relevancy can help you get more email signups. I once ran a test to build an email list quickly and used the relevancy idea to target people with knee problems to sell them an eBook on the subject.

And my opt in page was showing all the necessary pictures and bullet points of helping people improve their knee health. Thus because I was targeting a red hot crowd, I was getting high opt in rates which were I believe over 20%, possibly 30%.

Unbelievable numbers for some, but not for me, since I understand how relevancy leads to conversions, which in this case are sign ups.Every ingredient was correctly set up and thus the results were good.

2) Add more quality content to an already relevant website.

When people apply the first tip very well, many of them miss a necessary component to maximize this key and that’s a lack of content. 

Imagine looking up reviews for a special running shoe only to somehow land on a website which reviews it, but only explains a few paragraphs about it, just giving a general summary you already know about, basically just wants you to buy it and doesn’t really do anything else.

While the site itself is red on the relevancy scale, because it lacks content, that red can quickly change colors to yellow and even blue and thus the conversion rate can drop!

Why would anyone who wants to know more information about a running shoe just take the advice from a website which doesn’t really go into any details about it? They may as well go to Amazon and buy it directly from there! Or worse, they’ll head over to another review site that does a better job doing what you should have been doing on yours! 

If people visit your website, they are obviously there because they want to know more than they already know:

  • They want to know if it suits them.
  • They want to know if it’s comfortable.
  • If the shoe lasts long. 
  • How much money is it and are there cheaper places to buy the sneaker?
  • And they just want to learn more before they buy.
  • They want to know if YOU tried it and if you liked it.

If your website does not have ANY of this information and frankly much more, say goodbye to that visitor. But if you want to keep an already red visitor remaining in that color, you had better write a fantastic review that answers all of those things.

By the way, side tip, read this if you want to write better reviews that sell.

3) Add comparison charts.

Comparison tables are awesome strategies to increase a site’s conversion rate because it quickly summarizes what you are trying to sell people. Imagine reviewing a product, and writing 1,000 words on it. This is good, but a comparison chart that explains why this product is better than others will much more quickly tell the story of why it’s good.

4) Make product reviews + comparisons between products you aren’t selling.

Any website that sells products or promotes them SHOULD be reviewing products they aren’t selling. Why?

Because you should be piggybacking off other products and selling your own, especially if it is better, and in your reviews telling people that via the comparison reviews. As long as you’re doing it honestly, there’s nothing bad about this. 

For example:

Let’s say there is a popular sneaker being sold, but you think it’s not as good as the one you use or are trying to sell on your website.

You create 2 pages, one page for the popular sneaker, and one for the one you are selling. You then use proper marketing (in this case, pay per click would be most appropriate) to funnel visitors to the popular sneaker article since that’s the one where you’ll get the most traffic.

The WRONG way (cold way) to sell YOUR sneaker alternative would be to either directly send the visitors interested in the popular sneaker directly to your sneaker page OR to initially get them on the popular sneaker page and try to get them to your alternative as quickly as possible. This would end up at best being a warm relevancy situation, but most of the time, just cold.

Now the RIGHT way would be to send visitors to the popular sneaker page, give then a very thorough and honest review of it and explain as much as you could to gain their trust before offering your alternative, which could be a comparison table or several links where you say there are better quality sneakers. It would also really help if you tried that sneaker so you can share your thoughts on it. But you will want to wait before you start pitching that stuff. Let them learn about the sneaker they like and gain their trust first.

5) When selling stuff on your site, make 1 clear choice for people to buy.

Let’s use the same exact example of the popular shoe, except now, let’s imagine that instead of offering 1 alternative, you offer 2, 3, 4 or more.

More options is technically better, but it’s also confusing for visitors and potential customers. They won’t know which one is best unless you tell them, but usually giving too many choices makes them less likely to buy. When you say there is 1 that is best, it makes it more easier for them to choose. 

Notice how every one of the 5 strategies on conversion rate increases points back to: Relevancy.

I said it was important and I wasn’t kidding around. Forget all those little tricks people talk about such as more call to action links or banners, ect… If the relevancy isn’t there, none of that stuff is going to improve conversions. If the relevancy is there, then those things will only help improve it.

Don’t make the mistake of prioritizing selling over offering information. Offer the information first, then sell, otherwise your website will not make money.

Look at your current website and it’s conversion rates from the point of relevancy. 


I also always recommend anyone who has a website get training and help from Wealthy Affiliate, the best program for developing highly converting websites.

And also look at my article if you want to see relevancy being used. If you’ve been reading all the way through, then I’ve kept your attention on this article and that was because I always stayed relevant to the topic. 

22 thoughts on “5 Ways to Increase Your Website Conversion Rates”

  1. I have been blogging since 2007 and I just write and write without really thinking of conversion rates. I mean, I know how it is related to converting a website visit to money or that but have never seen such a detailed explanation as this. Thank you for explaining it so well. Relevancy, something that people look for and need is definitely the way to go. Thanks again.

  2. I enjoyed reading your website. I just started building a webpage and I am studying all I can. You helped me understand what a conversion rate is. I think WA is awesome. I haven’t run across another that actually helps you build an online business. Your website gives me hope and a goal to strive for. Just wondering, how long has you been doing this? Be blessed and grow, Jim

  3. I definitely agree that relevancy is the key to getting conversions. For what it is worth, I like how you color coded the relevancy of a site. Mine is probably a yellow, lol. Comparison charts are usually useful as well, however with many products it can be hard to make one.

    • If you have a product you’re promoting and you’re reviewing another one and are looking to do a comparison chart, think of simple comparisons and make them in an image format on something like Microsoft Paint Jeff, this is how I do it and it works VERY well.

      Here is a good tutorial on images I think will help better explain this.

  4. Great resource. I am struggling to get a good conversion rate, but after you explained it, it seems that I do not have a good single focus for the visitors.

    I need to make my site more relevant to visitors. Great article.

    Even if I could increase by 1%, that means real money.

    • Start from the relevance point Brian. And I would that by making sure all your future content produced is more niche oriented. I recommend you read this as I am sure it will help take your profits beyond just 1%!

  5. This is just what I needed to read. I have been having trouble understanding why my traffic is growing but conversion rate is not. It all makes sense now. I’ve never before considered whether my trafffic is from returning visitors or new ones. That’s something to think about. I will implement some of your suggestions and see if I start to get the results I’m looking for.

    Thanks for sharing your knowledge, my friend.

    • Whether it’s returning or new, you always want to examine how many people head to your main offer/affiliate pages out of the total traffic for a given time Hannah, then examine how many clicks the offer gets and work from there.

      If at least 20% of your overall traffic heads to one or more of your affiliate pages, then work to increase that by adding a few more links to them. Try to get up to about 30%.

      If the stats for traffic heading to the affiliate page is good, then focus on the actual affiliate page and improving the sales of that by adding more links to the offer, providing a more thorough review and other tips I provided.

  6. Hi Vitaliy,

    After reading over the article I a wondering if I am over killing on “selling”. I try to make my content relevant and engaging, but I tend to think that my visitors are in a hurry and want to buy now and don’t want to have to link to other posts in my site to find where to buy – so I tend to add affiliate links and banners on every post.

    Do you suggest having information only posts with no links and directing them to a specific page that has the links such as a review page?

    • Even on informational posts, you should link somewhere else on your site. I typically try to link to other informational posts but every single one always links at least once to a product I am promoting.

      Your conversions may be low because you either have too many links on your actual page or you are not providing enough information for your niche audience. Typically you want to introduce the product you’re reviewing and why it solves whatever problems your niche has before you even think about selling it.

      Going straight into trying to sell stuff before your reader has had a chance to trust it is a mistake that destroys your conversions.

  7. This article is just what I needed.

    I have a blog and I’m beginning to rack up a good number of monthly visitors but to be honest, my conversions rate is terrible. In fact almost non-existent!

    I don’t think my issue is relevancy as I make a conscious effort to make each and every post relevant to my audience.

    I also post content on a regular basis so I don’t think it’s that either.

    After reading this, I think that I may indeed be offering people too many options as you mentioned.

    The reason is because I want them to make their own choice, the one that’s right for them but thinking about it now, I may be leaving them in a state of paralysis.

    I know what it feels like, I’ve felt it many times before myself when I visited websites and been left to make my own decision and ended up leaving because I couldn’t.

    I think this is definitely something I need to work on and narrow choices down for my readers.

    I’ll come back soon and let you know how I get on.

    • Paralysis is the right word Lee. If you’re doing everything else right like you said, then try changing your promotion to just 1 thing and leading your traffic there, then test how conversions get affected.

  8. Hi, I am bit puzzled with how you explain the conversion rate. You use the number of visitors, I have always thought that this should be related to the number of clicks. So did I misunderstand this issue.

    Another think I wanted to ask is the following. I like to use comparison tables. So naturally they include several items for comparison. In your tip 5 you seem to be against this. Am I making mistake? Problem is I love tables. Thank you.

    • Hi Jovo, clicks should be measured after traffic because the first thing that comes to the site is the visitor, then the click so you have to see how the visitors are behaving on the site to make them click or not click, therefore they (traffic) have to included in your equation.

      For the comparison table question, I completely endorse it on tip #3 but on #5, it’s for a different context.

      Comparison tables are excellent to put on product review articles you write where you’re trying to link people to a better product.

      #5 is in regards to banner ads you have on the side of the page, not on your articles. Usually a banner ad should link to the main product promotion.

  9. Hey Vitaliy,
    Your site here offers very valuable information, and I totally agree with it. This is especially useful since I have a site of my own that I need to obtain higher conversion rates for. What would you say is a good or ìdeal conversion rate percentage. I need something to aim at, cause right now I don`t know what to expect.

  10. Some very good advice here Vitaliy. People are naturally focused on “selling” when they build out their content and far too often they forget about the fact that there are real people like you and I on the other end of the transaction.

    What do people want? They want to be helped, they want to be informed, and before they purchase anything online, they want to feel as though they are making the RIGHT decision.

    If you can fulfill this through your engaging content and through your relevant promotions, while maintaining an experience where they feel READY to make a purchase, you are going to experience much higher conversions.

    You need to be thinking about much more than selling when you are selling.

  11. What an awesome website! I saw that you were using google analytics, do you like it? I’ve been using Jetpack on my website and it looks like it was giving me pretty accurate stats, what do you think about it?

    Also, why do you think it’s better to give one option than many? I kind of always felt that it’s better to give people more choices…

    • All I know about Jetpack is that it slows down your website. Google analytics doesn’t. As for promoting, there are situations where many choices can be good or bad.

      On e-commerce websites, they are good. Also with niches where the audience is VERY educated on the topic and demands to have more than 1 option.

      On websites like mine, it isn’t, because most of my general audience is not familiar with the topic, so if I give them choices, even if they are all good, there will be confusion.


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