You’ve spent a long time setting up your business and your site. You have an advertising campaign and your search engine optimisation techniques have helped you increased the traffic to your site. But somehow, despite all this, you’re just not making the sales you should be. If you’ve found yourself in this position, it’s time to have a good long look at the experience people have when they land on your site itself. When creating an effective online business, there are many different elements that must work in tandem – and if one is missing you could find yourself in the unfortunate position of performing perfectly everywhere except when it comes to conversion.

Don’t worry, though, if the only problem befalling your site is an inability to snag customers’ money at the last minute, there are plenty of things you can do to turn the situation around. Conversion rate optimisation is the art of ensuring that your site and its pages are geared to encourage customers to part with their money and make their purchases from you. Looking at everything from the design of your page to your booking or buying engine, this is a technique that can prove invaluable to businesses of all shapes and sizes.

There are many things that can put a customer off buying from you. Anything from the colour of your brand name to a lack of obvious quality signals can influence their decision, and if you’re missing a trick when it comes to maximising your sales it’s a good idea to have a close look at all aspects of your web design. Your site might look particularly slick, but if it’s confusing for users to navigate they are likely to jump ship for a site they can get around more easily.

Making sure there is a quality copy on your site is another important factor when you’re trying to boost conversions. Ensure you have all of the product and business information customers may need on your site to stop them for searching for the information, and making the purchase, elsewhere. Pictures are also a good way to encourage conversion, the more a user can see a product the more likely they are to be able to make up their mind whether it is the right item for them.

User testing is an invaluable way to find out what works and what doesn’t work about your site, and you can also use information taken from your own analytics – such as the bounce rate for specific pages – to help you find out which are problem areas. You’ll also find there are agencies out there who can help you with a conversion rate optimisation strategy, so you can make sure your investment in all the other areas of your site is not going to waste, and your customers aren’t going to go walkabout at the last minute.