How to improve your conversion rates with these five strategies

There are so many metrics for brands to track.

Open rates, click-through rates, website traffic, social shares. The list goes on.

But one of the most important KPIs for any business is their conversion rate. Because if your website or email marketing campaigns are generating engagement, but no one is converting, then no one is buying, and all other metrics quickly become meaningless.

But worry not, our guide is here to help. Read on to understand what a conversion rate is, and 5 of our favourite strategies to improving conversion rates.

For brands and businesses, better starts here.

What is conversion rate?

Before we get into conversion rate strategies, let’s make sure we’re all on the same page with what conversion rate actually is.

Simply put, your conversion rate is the percentage of website visitors that complete a goal (or, a conversion), out of the total number of website visitors.

A conversion could be purchasing a product, filling out or form, or requesting a free trial. These will differ from industry to industry, business to business.

Conversion can happen at most stages within the buying journey. Within emails, pricing pages, blog posts, landing pages. This is all dependent on what your business or brand considers a conversion to be.

If you have a high conversion rate, this signifies that your marketing, website, and email campaigns are proving successful. Essentially, you are advertising what people want, and they are able to access what they want easily.

For those trying to work out their conversion rate, there is a simple calculation:

Total number of conversions / Total number of unique visitors * 100

5 conversion rate strategies

In this guide, we cover conversion rate optimisation (CRO), which is the process of improving your conversion rate through various optimisation strategies.



As we’ve just discussed CRO, it may not be a surprise that our first strategy is ‘optimisation’.

Whether you are looking to improve your email or website landing pages, there are a number of quick but effective tactics you can make to optimise your conversion rate.

Subject line

Let’s start with an email-specific tactic, the subject line.

Unfortunately, subject lines are often an afterthought for many marketers. But with the inbox being a busy place, making sure that your emails stand out and are actually opened is one of the most important elements of an email.

So, take some time to get creative. Focus on subject lines that are unique, pique interest, and entice your recipients to open.

Consider tactics such as first name personalisation, (sparing) use of emojis, asking a (genuinely) interesting question, or adding a sense of urgency.

Design and visuals

Whether your potential customers are opening an email or landing on a web page, design and visuals are some of the first things they will notice.

81% of people only skim the content they read online. So it’s important to grab their attention and engage them as quickly as possible.

Therefore, ensure that your design is eye-catching and immediately engaging. There are lots of tactics to achieve this, such as experimenting with different colours and photos, utilising video, GIFs, and even emojis. Just ensure you remain consistent with your brand guidelines.

Engaging Content

Call to action

Another element of both email and landing pages that isn’t given enough focus is the call to action (CTA).

However, a CTA is the driver for consumers to move along the journey to the next stage, and closer to converting. So it’s important that brands get it right.

Key to this is giving clear direction and telling the consumer what to do next. With that in mind, CTA copy should leave no room for confusion. Straight forward commands such as ‘Buy’, ‘Contact us’ or ‘Add to basket’ aren’t going to win any awards for creativity, but they are effective.

Secondly, it’s important that a CTA stands out from the rest of the email or landing page. If it blurs into the background it is more likely to get missed and the consumer will be left wondering what to do next.

With this in mind, make sure the positioning of the CTA is easy to find, this may mean peppering some CTA buttons throughout the page, starting from the very top. Also, you may want to break some colour consistency with a CTA. Instead of using the same colours as the rest of your page, choose something that’s in your brand guidelines, but stands out from everything else. Ensuring that it cannot be missed.

Clear Call To Action

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Personalisation is the secret weapon of the successful marketer.

In fact, 74% of marketers say targeted personalisation increases engagement rates. Which is ideal for achieving that all-important conversion.

There are a range of personalisation tactics you can utilise in both emails and landing pages.


For marketers who are beginning to dip their toes into personalisation, segmentation is a great place to start.

Using the data that you have on your audience, marketers can separate their recipients into specific segments and automate targeted emails to meet their needs. These segments could be based on demographic data, but also behavioural and purchase data, or selected preferences.

One particularly useful set of segments is RFM (recency, frequency, monetary). Brands can identify their customers who have spent most recently and frequently or those that spend the most money, and group them based on this behaviour.

Then brands can send more relevant email communications to each of these segments.


Behavioural targeting

If brands want to get slightly more advanced, they can practice personalisation which is triggered by consumers’ behaviour.

Specifically, if a consumer engages with your website but doesn’t convert, brands can re-engage with the consumer and encourage them to move along the buying cycle.

Some common examples of behavioural retargeting are abandoned basket emails, which are triggered when a consumer adds something in their basket but doesn’t check out. Or similarly, browse abandonment, where an email is triggered if a consumer regularly visits a page/pages on a website but doesn’t take another action.

Or, if a consumer has been browsing an item that is out of stock, brands can automate emails to let them know once their desired item is back in stock. Encouraging them to make their purchase before the item is sold out again.

Back in stock

Dynamic content

Dynamic content allows marketers to practice advanced email and website personalisation.

But despite being advanced, it doesn’t have to be complicated.

By using dynamic content, brands can update blocks within their emails and landing pages in real-time, based on the recipient’s data.

For instance, they can showcase recommended products to a consumer based on their past browsing history. Cross-sell based on past purchase history. And even up-sell at the point of purchase.

Use dynamic content to show alternative products

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Whilst nurturing isn’t a specific lead generation tactic, it is key for keeping your audience warmed up and engaged for when they are ready to make a purchase.

If your brand is familiar in their mind, they are more likely to choose you over your competitors when it comes to handing over their hard-earned cash.


We all love a newsletter.

According to 31% of B2B marketers, newsletters are one of the best ways to nurture potential customers.

They offer brands a chance to showcase their latest news, content, and updates. As well as subtly promoting their latest products and offers. Without going in for the hard sell.

Furthermore, newsletters don’t have to be resource-intensive. They can use the same templates each month. And feed off the content you already have.

Use styling ideas to promote products subtly

Anniversary emails

Anniversary emails can be based on a number of factors, birthdays, wedding anniversaries, even the anniversary of when a recipient first signed up with you.

These emails provide brands with an excuse to get in touch and give a little something back to delight the recipient and encourage them to engage.

For instance, brands can make their recipients feel special by sending them a personalised discount code to help them celebrate their big day. This is not only great for building up a rapport with the recipient but also encourages them to spend.

Birthday emails increase customer loyalty

Nurturing sequences

Nurturing sequences are a series of emails sent to recipients to keep them engaged with your brand. Essentially, they can be whatever you want them to be.

Often automated, these emails can introduce a recipient to your brand, offering a warm welcome, followed by key information about your brand, and then testimonials from your happy customers.

You can also include some of your best selling products, high street store information, and updates on your latest promotions.

The goal is to subtly drip-feed information about your brand so that you remain at the forefront of recipients’ minds.

Nurturing sequences


When used correctly, website popups are the perfect way to promote specific information, deals, and products to website visitors.

These can be generic popups or personalised based on the page/s that the user is visiting. They are also perfect for including a newsletter or email sign up, so that you can continue to keep in touch with your website visitors on an ongoing basis.

Popups can be triggered on a number of actions, such as website entry, exit intent, scrolling, and specific time periods.

Just remember to use them sparingly, so as not to become annoying.

Pop ups increase conversion rates

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For those potential customers who are getting away from you, retargeting is the ideal tactic to re-engage with them and encourage them to convert.

This strategy reminds potential customers of your brand, re-familiarises them with your offering, and encourages them to re-engage once again.

Basket abandonment

One of our favourite re-engagement tactics is the basket abandonment email.

These campaigns are triggered when a consumer adds something to their online basket, but never checks out.

There are lots of reasons for this to happen. They may get distracted, they may be unsure, or they may have found a better deal elsewhere.

To remind them of the purchase they almost made, send a basket abandonment email that features the item, the latest price, and key information. You could also add relevant testimonials to offer reassurance, and support contact details in case they have any questions.

And if you’re feeling really generous, a discount code may be the nudge they need to finish their purchase.

Basket Abandonment Campaigns increase email conversion rates

Replenishment campaigns

Certain products such as food, cosmetics, and medicine have a shelf life and are often bought on a regular basis.

These purchasers are perfect to turn into regular customers. And replenishment campaigns can help you achieve that.

These emails offer a friendly reminder to the recipient that it may be time to stock up. Whilst also ensuring that your brand is at the front of their mind, so that they don’t turn to competitors.

You can add further USPs to these emails to ensure your customers stay loyal. Such as testimonials and features that make your business stand out.

Replenishment Email Marketing Campaigns increase Conversion Rates

Re-engagement campaigns

We all know that it is cheaper to retain a customer than to bring on a new one. This is why loyal customers are so great for conversion rates.

If you have customers that have gone a little quiet, then make an effort to win them back.

Re-engagement campaigns offer brands the opportunity to get in touch with the customers they are close to losing. And encourage them to come back and spend.

Brands could let these customers know they are missed, and offer them a discount code or voucher. Or, promote some of the similar products which they have previously browsed or purchased, to pique their interest.

Re-engagement email marketing campaigns increase conversion rates



Whilst it may not be as exciting as email campaigns and website optimisation, testing is essential when it comes to improving your conversion rate.

Testing offers brands the opportunity to compare results and identify the elements of campaigns and landing pages that work best for their audience and encourage the most conversions.

AB testing

AB testing is the most popular method for improving conversion rates.

It is the process of comparing two specific elements of a campaign or landing page and seeing which one performs better.

This testing can be conducted for anything from subject lines to images to CTA colour and positioning.

The key to AB testing is to test one element at a time. If you test multiple elements all at once, it will become difficult to identify what caused the better performance.

To find out more, you can download our Testing Playbook for Email Marketers.

Do you need to improve your conversion rates?

If you would like more help improving your conversion rates, then you’ve come to the right place.

Our all-in-one AI email & web marketing platform and Customer Success Team are dedicated to getting you better results in your marketing.

Get in touch today to find out how we can help you.

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