Five things you can do to improve website conversions right now
May 26, 2011
While you will always want to measure the impact of page changes on conversion rates by comparing data before and after those changes have been made, there are a number of measures you can undertake with relative safety that are almost certain to improve how many visitors complete a website goal.
Singularly of purpose is important in maximizing conversion rates. In general, the fewer elements you have competing for a visitor’s attention, the more likely that visitor is to follow through on actions that ultimately lead a conversion, whether that conversion takes the form of an online purchase, successfully completing a form, or making a phone call.
If you’re only going to remove one thing to improve your conversion rate, the biggest bang for your buck is almost certainly going to come from removing an unnecessary form element. People don’t like filling in forms, and they also don’t like divulging personal information. By removing an unnecessary form field, you’ll increase the likelihood that a visitor will fill out and submit the form.
Review each form field and ask yourself two questions: is it helpful to collect this piece of data, and is it necessary?
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