Hint: It Actually Has Nothing To Do With Your Website
I know, surprising, right? Everyone thinks that conversion rates are all about the website, but when all our testing and experiments wrapped up, we learned that conversion rates have very little to do with website design. We found that content offers, marketing messaging and stories had more to do with conversion rates than the actual design of your site.
Don’t misinterpret what I’m saying. If you have a horribly designed website with landing pages that are awful, you’re going to have a very low or potentially non-existent conversion rate. What I'm saying is that today a lot of sites look similar and are well-designed. Landing pages have been scientifically engineered to eliminate friction and most pages we see deploy many of the best practices.
However, if new visitors land on your site and can’t understand what you do in less than 10 seconds, if the site doesn’t “speak to them,” if it doesn’t draw them in with offers that educate them and they don’t quickly see stories they can relate to, then they're going to leave no matter how well-designed the site is. In that case, the bottom line is you’ll come up short on your conversion rate and lead goal objectives.