Conversions are key, and we’re not talking about religion here, people. Of course, we want people to like our businesses and websites and talk fondly of them and such but when it comes down to it, we need those people to convert from someone who’s possibly interested in your product to someone who is ready locked and loaded to make the purchase. But how do you get people to go from casually looking to pulling the purchase trigger? There are some crucial considerations. Read on for conversion rate principles that actually work.


People do not have time to mess around these days. Between our hectic lives and our obsession with our tablets and phones, we need the “three second version” of just about everything. If a customer comes to your website and your page isn’t loading or if it’s simply slow, you’ve likely already lost them. How could they have faith in your product if you don’t have the smarts to invest in your website speed? As this article notes, “57% of visitors will abandon a page that takes 3 seconds or more to load.” Three seconds! Speed is of the essence, indeed.

Keep it Simple

In keeping with that last principle, keeping it simple is the way to go. Again, people don’t have time for long, drawn out presentations and/or smoke and mirrors. They want to know the bottom line. That doesn’t mean you can’t entertain them along the way, but don’t overwhelm with long spiels that drag on and on. Make your message simple—a good example is a home buying company like You know what you’re getting up front and people appreciate that and are, thus, more likely to convert. People do not appreciate false advertising, so always avoid that like the plague. You can still provide the end user with big data but just remember to break it down into bite-sized chunks. 

People do not appreciate false advertising, so always avoid that like the plague.Click To Tweet

Be Laser Focused With Your CTA

Get to the bottom line. Are you sensing a theme here? While we know we need to be fast and keep things simple, we also need to ask for the sale. You can’t expect people to convert without actually asking them to do so. Create a clear and concise call-to-action for your landing page and use that—and that alone. If you offer customers several CTAs as buttons on various pages, the ironic thing is you are less likely to get them to convert. One well-written and succinct CTA is the way to go.

Identify and Study Your Peeps

Who are you getting to convert? Who is your audience? What is your target demographic? Do the research on this first, as there is no point in putting out information of any kind without knowing who your audience is. Once you or your team has done the research, tailor your copywriting, social media, blogging, and entire marketing plan towards this group. Make it seem like what you’re putting out there was put together specifically for them. And of course, be clear about what you’re offering. No matter who your target audience is, no one likes having their time wasted.

Avoid Going Off Message

Once you’ve identified and studied “your peeps” and know who you’re targeting, everything you do should be custom-tailored for this group. Whether you do it yourself or hire a team, this involves coming up with a solid brand that clearly represents who your company is. Once you do this, everything you put out—whether it is in print or online—should be reflective of this brand. People do no appreciate confusion once they think they know who you are. People love to be loyal to their favorite brands but, once their brand has disappointed, forget it. They will have lost their trust in you and are less likely to convert.

Again, conversion is key. Follow these principles and you’ll be turning prospects into clients in no time.