5 website features to optimize conversions

Learn the 5 features to optimize your website's conversions

Published June 11, 2024 (Updated June 11, 2024)

Massively successful online businesses use these features on their websites to optimize conversions.

They get crazy amounts of traffic from search engines, their conversion are top notch, and managing all their content is buttery smooth.

And the best part?

You can use these same features on your website to get instant results.

Here are the features you need to have on your website.

1. Straightforward website hierarchy

Have you ever landed on a website trying to find something specific, only to get lost?

I experience this daily as this is one of the biggest mistakes people make when creating their website. All of your website's pages need to be neatly organized so people can find them without much thought.

The most effective way to organize your website is using a hierarchical page structure.

To plan the sitemap for your website use Google Drawings and from the top menu choose Insert > Diagram > Hierarchy.

While this might seem obvious to you having a sensible sitemap makes or breaks your website. Especially if you are just building one. Learn how to design a website sitemap.

Take some time and really plan out what kind of content you are going to be publishing and what is the most obvious context to present it in.

Not only does this make it easy for your users to find the content they are looking for but also make your website easy to update as you know where every piece of content should go to.

This leads us to the next point.

Searching for content on your website should be Self-explanatory.

Users shouldn't get frustrated trying to find the content they want from your website.

For content heavy websites like eCommerce or real estate you absolutely need to have full-text search.

This is the lowest effort and the most precise way for users to discover content on your site.

Read how Lacoste increased sales by 150% from search.

And the great thing about this is that by analyzing what searches people have made you can find about what products people are wanting to find.

For example if you run a dog food store and you find that 30% of your users are searching for cat food that is a great signal to start expanding your product collection.

3. Ultra specific collection pages

This is a very specific but powerful tip for websites that have large amounts of product categories and features.

For example, if you are fragrance company you should make pages like this:

  • Best masculine men's fragrances

  • Best fresh men's fragrances for the office

  • Most complimented men's fragrances 2021

These pages are ultra specific for very particular needs.

The main purpose of these pages it to help your website's conversion optimization.

People who search for Most complimented men's fragrances 2021 are looking to buy a fragrance right now.

You are going to be targeting a lot smaller group of people, but who are a much more motivated to buy.

This also works on different types of content. For example a page like Best resources for online business owners might include content like:

  • Articles

  • eBooks

  • Videos

  • Podcasts

This is a quick and effective way to target specific keywords for search engine optimization purposes.

4. Multilingual website

If you are targeting your website for multiple different countries you need to have your website translated into those languages.

Users are much more likely to buy when the website is in their language.

Did you just check how many languages your competitor's website is offering?

If you didn't you definitely should.

Having multilingual website allows you to effectively target different countries and get a lot of search engine traffic basically for free.

To make the process on translating the content of your website pain-free you need to use a content management system (CMS) that can handle translating content.

Few CMSs that I can recommend are:

Don't forget that having a multilingual site comes with its own challenges.

One of the main things you need to keep in mind is search engine optimization implications.

5. Multiple ways to contact

Which way are people most likely going to contact you the most?

If you don't know the answer to this question you might be missing on people contacting you.

Give your users multiple different ways to contact you.

  • Contact form

  • Email

  • Phone

  • Chatbots

  • Subscribe to email list

The last point tells you that even though a user didn't contact you directly, they are open to receive communications from you.


I hope this guide showed you what features to add to your website to optimize conversions.

If you have any questions about how to implement any of these features get in touch or message me on Twitter.

Austin Shelby

Austin Shelby

I am a freelance software engineer, instructor, and public speaker with over half a decade of hands-on experience in the entire software development process. I am passionate about building high-performing web applications and sharing what I have learned along the way.