Optimising Your Custom Website for Conversions: Essential Web Design and Development Tips

Your website should be a conversion powerhouse, not just a digital placeholder. At Two Hours Sleep, we specialise in web development for WordPress and Shopify, positioning ourselves between DIY platforms and full custom development agencies. Is your website truly optimised for conversions? If not, it might be time to re-evaluate its design and development to ensure it serves as a seamless, intuitive experience that encourages user action.

Ready to boost your conversion rates? Here are some expert tips on optimising your website design and development for maximum results.

1. Enhance Your Custom Website’s CTA for Better Conversions

Every page on your website should have a clear goal. Whether it’s encouraging users to fill out a form, buy a product, or learn more, a well-designed call-to-action (CTA) is essential. But remember, a great CTA is about more than just the button—it’s about the context.

• Use action-oriented language: Instead of “Submit”, try “Get Started” or “Claim Your Free Trial.”
• Make it stand out: Bold colours and contrasting buttons can increase conversions by 45% if optimised correctly.
• Placement matters: Ensure your CTA is easily accessible without the need for endless scrolling.

2. Simplify Your Website’s Navigation

Complex or confusing navigation is a surefire way to increase bounce rates. Simplified, intuitive navigation ensures users find what they need quickly. Are you leveraging the full potential of your web design?

• Limit your menu options: Stick to the essentials. Too many choices can overwhelm users.
• Use descriptive labels: Opt for clear, functional descriptions like “Services,” “Products,” or “Contact Us.”

3. Optimise for Speed

In a world of instant gratification, if your site takes more than a couple of seconds to load, visitors will lose interest. A 1-second delay in page load time can reduce conversions by 7%.

• Compress images: Large, unoptimised images slow down load times.
• Minimise code: Streamline your HTML, CSS, and JavaScript.
• Use caching: Implement browser caching and a CDN to deliver content faster.

4. Create a Seamless Mobile Experience

More than half of web traffic comes from mobile devices. If your site isn’t optimised for mobile, you’re leaving money on the table. 57% of users say they won’t recommend a business with a poorly designed mobile site.

• Responsive design: Ensure your website adjusts smoothly to different screen sizes.
• Mobile-first approach: Design with mobile users in mind from the start.
• Thumb-friendly navigation: Keep buttons large enough to tap and ensure all elements are easy to use on smaller screens.

5. Leverage Social Proof

Social proof is a powerful psychological trigger that can dramatically increase your conversions. Why do people read reviews before buying? Because they trust the opinions of others.

• Customer reviews and testimonials: Add these to key landing pages to boost credibility.
• Case studies: Share real-world results to show the tangible impact of your products or services.
• Trust badges: Security logos and certification badges can reassure users that their data is safe.

6. Streamline the Checkout Process

Nothing kills a sale faster than a complex, multi-step checkout process. The smoother the checkout, the higher the conversion rate.

• Guest checkout: Don’t force users to create an account to make a purchase.
• Minimise steps: The fewer the steps, the better. Consider a one-page checkout option.
• Auto-fill forms: Save users time by offering auto-complete for shipping and payment details.

Stat to remember: Nearly 70% of online shopping carts are abandoned. Simplifying the checkout process can make a significant difference in retaining those potential customers.

7. A/B Testing: The Secret Sauce

Not sure what’s working? A/B testing allows you to compare two versions of a webpage to see which performs better. Whether it’s a change in headline, button colour, or layout, A/B testing takes the guesswork out of optimisation.

• Start small: Test one element at a time to get clear insights.
• Test major elements: Focus on the areas that impact conversions the most, like your CTA, product pages, or checkout process.

By continuously testing and refining your site, you’ll learn what resonates with your audience and drive more conversions.

“Optimising your website isn’t about guessing—it’s about tweaking, testing, and continuously improving to maximise your conversion rates.”

The Bottom Line

Your website is one of your most powerful tools for driving business. If it’s not optimised for conversions, you’re not using it to its full potential. By focusing on clear CTAs, simplified navigation, speed, mobile optimisation, and social proof, you can create a seamless user experience that turns visitors into loyal customers.

At Two Hours Sleep, we specialise in building custom websites that not only look great but are designed to convert. Whether you’re using WordPress or Shopify, our team can help optimise your site for peak performance.

Ready to optimise your website for better conversions?
Contact us today for a consultation and let’s get your site firing on all cylinders.