Review suggested ideas for website optimization to get inspired.
It's not always easy to know which content will resonate with website visitors. The benefit of Webflow Optimize is that you don't have to make any assumptions — you can run multiple variations that test several different versions of elements at the same time. If you leverage AI-optimized, AI helps you quickly learn which ideas resonate with which type of visitor based on their engagement. Any time you have a new idea to test, launch a new variation to try it out.
These are common optimization ideas to help inspire you. This list is not all-encompassing — you may find great success optimizing other parts of your website that you've identified in your conversion rate optimization research.
Note
For additional suggestions, check out B2B optimization ideas or ecommerce optimization ideas.
Call-to-action (CTA)
When a visitor is glancing at your webpage, something as subtle as the phrasing, color, or placement of a CTA can make a huge difference in engagement. For example, a button with a high color contrast against the page stands out more than a button that blends into the background. Test several different iterations of your CTAs. Below are some examples to spark some ideas.
| Try different phrases | Try different designs |
|---|---|
| Buy now... | Colors |
| Purchase... | Shapes |
| Download... | Sizes |
| Learn more… | Styles (e.g., add a drop shadow) |
Verbiage/phrasing
You have a lot of room to get creative with the verbiage on the page. Consider these examples to try:
- Different headline verbiage
- Different tones (e.g., straightforward, goofy, or creative based on your audience)
- Paragraphs vs. bulleted lists
- Shorter phrasing vs. longer phrasing
- Subtle approach vs. direct approach
Personalized messaging
Different types of people visit your website for various reasons. Consider who your audience is and try out messaging that speaks directly to unique characteristics or interests. For example, you can target visitors who view a webpage about painting supplies with variations that contain painting-themed messaging and images on other webpages.
You can also try different messaging based on:
- New visitors vs. returning visitors vs. signed-in users
- Where the visitor is in the funnel
- The season
- Location, device type, traffic source, time of day, week day vs. weekend
- Visitor behavior
- Other attributes you know about the visitor (i.e., first or third-party data)
Personalize optimizations let you lock in which audience sees which variations, or you can leverage AI Optimize to try out all sorts of personalized content to see which content will resonate with which audience.
Alternate images
Images are often a good way to make a connection with your website visitors. Since different audiences might react to different flavors of visual media, it's a good idea to experiment with the types of content you present. For example, you can try:
- Different types of images (e.g., people vs. products and photos vs. illustrations)
- Stock photos vs. images of your employees or customers
- Apply different treatments to the images (e.g., overlays)
Site navigation
Test out different ways that your visitors access settings or areas of your website. You can refine the site navigation to help visitors have a more decluttered/focused experience and more easily get to where they want to go. For example, you can try:
- Simpler menu phrasing
- Icons only vs. included text
- Different colors, sizes, styles, etc.
Promotional content
Consider trying out different flavors for your promotional content. Do your visitors connect more with a subtle or direct approach? For example, you can try:
- Different phrasing
- Different imagery or colors
- Targeting audience types (e.g., new visitor, returning visitor, long-term customer)
Forms
Test out different form layouts and amounts of info that you're requesting to see which flows might cause more or less drop-off. Use more successful variations to inform your future ideas. For example, you can try:
- Shorten form length /fewer questions
- Ask for different pieces of information
- Single-page form vs multi-page forms
- Progress bar for completion of multi-page forms
- Special offer, discount, or promotion to increase engagement
Pricing and shipping
You can try adjusting your pricing model, shipping fee, or offer sales/free trials. You might focus on specific audiences, like regions, or you might focus on times of the year. For example, you can try:
- Free trial offer
- Monthly billing vs annual billing
- Free shipping if they meet a requirement