Website Conversion Trends Every Marketing Professional Should Know About

The pandemic has caused a massive shift to online interactions, compelling businesses to adjust their strategy to meet new user demands. However, a large site overhaul often comes with a negative impact on website conversion rates. Brands should test redesigns and use qualitative research to gain insights on unique user behavior.

COVID-19 messaging has been shown to decrease conversion performance, so remove or minimize it. Brands should also include trust signals, clear messaging, and expectations throughout the funnel to improve conversion rates. Building a conversion rate optimization program doesn't require a huge investment and can start with smaller tests.

At the end of the day, running as many tests as possible is how to have an impact. UX best-practices are low-hanging fruit for testing and should be approached with an open-mindedness to small changes. Testing should be used to inform marketing messaging and other areas of the business, as well as create a subtle, consistent brand experience.