Features you didn't know could boost your small business website conversion rate

When we talk about boosting conversions on a small business website, the usual advice is to optimise calls-to-action, improve load speeds, or use clear navigation. But what about those unconventional website features that can take your conversions to the next level?

Sometimes, it’s the unexpected elements that make a visitor stop, engage, and ultimately convert into a customer. So let's explore some unique website features that you may not have thought of—but they can have a major impact on your conversion rate. And the best part? If you’re using Wix or Squarespace for your small business website design, these features are easy to implement.

1. Interactive calculators

A pricing calculator or ROI estimator can be a game-changer when it comes to engaging visitors. If you’re in a service-based business, potential customers are often hesitant because they’re unsure of pricing or value. An interactive calculator that helps them estimate costs or visualise return on investment can reduce that hesitation.

People love having information at their fingertips, especially when it comes to pricing. Instead of forcing visitors to navigate through a lengthy pricing page, let them interact with a tool that provides them with tailored, instant estimates.

Both Wix and Squarespace have third-party widgets you can integrate to add these to your website, so try them out and see if it increases your customer leads!

2. Video backgrounds

Video backgrounds can add an unexpected layer of professionalism and dynamism to your homepage, instantly grabbing visitors’ attention. Instead of a static hero image, a subtle looping video can show your services in action, creating an immersive experience that draws people in.

Video backgrounds are engaging and visually appealing, and they tell a story quickly. They can increase the time users spend on your homepage, which is often the first step to a conversion.

Both Wix and Squarespace allow you to add video backgrounds with ease. On Wix, simply go to the “Video” section in the editor and choose “Video Backgrounds” to upload your file or choose from their library. Squarespace has a similar feature under “Backgrounds,” where you can select video files or embed links from platforms like Vimeo or YouTube.

3. Exit-intent popups

We’ve all seen those popups that appear just as we’re about to leave a website, but they can be much more than annoying interruptions. When designed well, exit-intent popups can provide visitors with a last-minute offer or helpful content that might just keep them from leaving—and push them toward converting.

Exit-intent popups work because they catch visitors at the point of no return. You can use this moment to offer a special discount, promote an exclusive guide, or ask for feedback that might lead them to reconsider leaving. It's definitely an option worth considering if your main website goal is to get users to sign up to your newsletter (in exchange for a free guide or some form of value exchange). You can then use that pop-up to promote your freebie as a last attempt to achieving your visitor goal.

On Wix, you can add exit-intent popups using apps like Privy or Wix Forms, which offer customisable triggers and designs. Squarespace users can embed third-party tools like Hello Bar or OptinMonster to set up exit popups without any coding knowledge, or you can set this up directly in Squarespace if you're signed up to one of their more premium business packages.

4. Social proof widgets

You might already have testimonials on your website, but are you using social proof to its full potential? Live social proof widgets that show real-time actions—like a recent purchase, booking, or review—can create a sense of urgency and credibility.

Social proof taps into the psychology of FOMO. When visitors see that other people are actively engaging with your business, it makes them more likely to follow suit.

One example of this is on my fave stationery website Sighh studio (seriously, check them out!). They have social proof widgets that tell you when others are viewing or buying their products, creating a sense of urgency and trust in the brand.

Sighh studio social proof widget

5. Sticky chatbots

Customer service is a critical factor in conversion, but not every visitor wants to pick up the phone or wait for an email reply. Sticky chatbots that follow users as they browse your site offer a convenient way for visitors to ask questions, get instant answers, or book a service on the spot.

Chatbots give visitors a way to engage with your business without leaving the page they’re on. They can also operate 24/7, providing instant support even outside of business hours.

Both Wix and Squarespace allow easy integration of chatbots. Wix offers a built-in chatbot feature in its Ascend package, or you can add tools like Tidio or LiveChat. Squarespace users can embed chat services using third-party providers like Intercom or Drift, which can be added via a simple code block.

Think outside the box to boost your small business website conversion rate

When it comes to website features that boost conversions, the obvious strategies—like optimising CTAs or improving load times—will always be effective. But don’t overlook the power of these unconventional features. Whether it’s offering a personalised calculator, using real-time social proof, or integrating a chatbot, thinking outside the box can help you stand out from the crowd and drive more conversions.

Remember, with tools like Wix and Squarespace, adding these features doesn’t require an advanced degree in coding. Small tweaks and additions can have a big impact, helping you create a website that not only looks great but also converts like a pro. But if you are stuck with implementing any of these, contact us to see how we can transform your small business website and boost its' conversion rate.