The first thing I ask most of my clients and students when they ask me about conversion is (and I ask them to be truthful): How many clicks does it take to get to checkout, and how many checkout options are there?

A Simple Solution 

    You would be surprised how many of them put their "buy" button at the bottom of the page where the customer has to go on a treasure hunt to find it. Now, don't get me wrong. I like a treasure hunt as much as the next Guy, but I must also say that when it comes to shopping online for anything:

One Click One Sale

     You would be surprised to find out how many web stores we build, on which the store we are overhauling does not have anything to sell on the home page. And, of the ones that do, the buy button is buried at the bottom of the page.

Heat Maps And Eye Gaze Data

    We have all seen the heat maps and eye gaze data. And, we have all seen the Stompernet software that just blurs your screen (That was good entertainment!). But, I have to tell you that many times the eye will look past the Volkswagen to the Cadillac, so DISPLAY can OVERRIDE just about any eye gaze data or heat map you can find. I am always amazed at the ease with which I am able to trash the norm and do my own thing when viewing a webpage.

Website Conversion Tricks

    One of the tricks I use, even when I have a shopping cart, is to make a separate entry page for the product I am pushing. With the actual buffered transaction form embedded into the page, it's one click equals one sale. I find this is the easiest way to boost sales and make life easier for my/your customer. With each click a surfer has navigate through, YOU lose on conversion ratio. If I could help you to remember just one thing about Internet Sales Conversion, this tip would be it: To create optimum conversion for your website, don't make people have to work for it.

Michael Guy