How to Increase Your Website Conversion Rate (and Why It Matters for ROI)

Your website might have strong traffic and even a high average order value (AOV), but if your conversion rate is low, revenue growth will always feel like an uphill battle.

Improving conversion rate isn’t just about boosting sales, it’s about unlocking sustainable, profitable growth. Even small changes in conversion can deliver huge ROI. Conversion rate is the percentage of visitors who take a desired action, whether that’s making a purchase, submitting a form, or booking a consultation. Low conversion rate + high AOV means you’re leaving money on the table. While each sale is valuable, too many potential customers are slipping away.

Healthy conversion rate + high AOV means every marketing dollar works harder, driving both immediate revenue and sustainable profitability.

If your site gets 10,000 visits a month, with a $200 AOV and 1% conversion rate, you generate $20,000. Increase conversion to 2% and you’ve doubled revenue to $40,000, without spending more on traffic.

Options to Increase Conversion Rate

• Optimise User Experience (UX), A confusing or clunky site can kill conversions.
• Make sure your top navigation is clear and easy for users to find what you are talking about in your marketing.
• Over half of web traffic comes from mobile, make sure your checkout works seamlessly.
• Make sure your images are sized correctly, this will help your site load time. A one-second delay can reduce conversions by up to 7%.
• Strengthen Trust Signals. Customers buy when they feel confident. Make sure your product, service and homepage has reviews & testimonials. Always showcase real feedback, dont use fake reviews!!
• Make sure your shipping, returns, and guarantee policies are easy to find and understand.

If you are really struggling to understand why your conversion rate is inconsistent the best thing you can do is test and iIterate.

Conversion rate optimisation is rarely “one and done", by A/B testing you can try out multiple variations of headlines, CTAs, and layouts. Heatmaps & session recordings will help you see where users drop off.  

Every incremental increase in conversion makes your marketing spend more efficient. Improvements compound over time, generating returns far beyond the initial optimisation work.

If your website has a high AOV but low sales conversion, optimisation should be your number one priority. By improving user experience, building trust, streamlining checkout, and leveraging data, you can unlock substantial ROI and set your business up for sustainable, profitable growth.

Book a call with one of our strategists if you need some help navigating this!