原文标题：12 Proven Ways to Rapidly Increase Your Website’s Conversion
Conversion读者自己领会即可，现在先翻译为“转换率”——
如果有更好的翻译不妨留言或发送邮件给我：
Andy@Eyefit.com1. Know your current performance metrics.
（了解当前的
网站运行情况）
Remember – “You cannot manage what you do not measure”. In order to improve your conversion, you must first know where you currently stand. It may sound easy enough, but most web businesses don’t know where they stand. Once you know where you stand (how your website is currently performing) you can then set goals to achieve higher conversion rates based on the numbers gathered. Try this free Website Performance Metrics Calculator to find out where your site stands, and what you can do to improve upon that. Website Performance Calculator
2. Make your headings and copy count – relevancy is key.
（让标题表现有价值的关键点）
Get to the point – FAST. On the internet, you may have only 8 – 12 seconds (at best) to capture the attention of your new visitors. Make sure your headings include specific keywords relevant to what your visitors are looking for. A headline containing the specific keyword that a user searches on can increase conversion.
Back it up with strong, concise copy, and testimonials from satisfied clients (don’t be afraid to ask current clients to write a testimonial for you to use).
You can target and accomplish “keyword specific copy and headings” using PPC advertising. Overture specifically passes keyword variables as a standard in all of their URL’s if told to do so. Creating a single dynamic landing page to capture those variables and “plug” them into headlines and copy is one way of efficiently accomplishing this.
3. Use targeted landing pages.
（创建目的明确的引导页面）
Create targeted landing pages with one purpose in mind – convince the visitor to perform the “action” you seek. That action can range from initiating a phone call, to filling out a form, to downloading some information, or any number of other options.
The key in utilizing landing pages is to focus on one topic, back it up with short, strong copy, and present the user with a “call to action” prompting them to “do something” (react). Again, stay focused on one topic of interest only, and make sure that topic is exactly what the user is looking for – nothing more. Limit your keywords, headlines, and copy to only what the user is looking for.
4. Use “Calls to Action” that don’t make your visitors “think.”
（“叫客户怎么做”，而不是让客户思考应该怎么做）
Although it may seem trivial, nothing increases conversion better than a strategically placed call to action. Place calls to action in prominent “eye catching” locations such as upper right corner of a web page, above the fold of the web page, along the right hand side of the web page near the middle of the screen, or in the lower right hand corner for pop-up ads etc…
Don’t forget to actually ask the user to “take action”. Some users need a “swift kick” or a “little nudge” to get them to react. Tell your visitors exactly what it is you want them to do – let them assume nothing. Don’t just expect them to know what you want. For example, if you want the visitor to call you, a good call to action would be “Call Now! (your phone number here)” rather than just listing the phone number and expecting them to call when they get the urge.
If you want them to click on a specific part of a page or ad, ask them to do that. For example, rather than simply saying “Learn More”, it would be better to actually say “Click Here to Learn More”.
5. Decrease “user required” clicks.
（减少不必要的多次点击）
Decrease the number of clicks the user needs to take in order to get to the information they are looking for at your site. Typically, if a user needs to click more than 3 levels down to get to the information they are looking for, you can expect a lower conversion rate as many of them “abandon” the process. Keep the clicks to a maximum of 3, and you can expect your conversion to increase.
6. Avoid “information overload” -- reduce user choices.
（避免信息过载，减少可供用户做的选择）
Reduce the number of choices the user is presented with, limiting them to a single call to action when you want to increase conversion. Too many choices can have a negative impact by creating “information overload”. “Information overload” results in reduced conversion. Decrease the number of options the user has, keeping them to a targeted concept, and your conversion rates will increase.
On the “Average” Contact form, the user is presented with a form as well as an entire list of links to other sections of the site. This form converted near only .7%. In a “Better” version however, the only thing a user shoudl be able to do is submit the form. They are not “trapped” however; they are simply presented with only one option … complete the form. In comparison, the "better" page converted visitors at a rate of close to 17% during a live test.
7. Decrease checkout steps (e-commerce).
（简化校验或执行步骤）
Decrease the number of steps in your checkout process to 3 steps or less if possible. Many studies have been done on this, and each has had its own findings and recommendations. From our experience and research, we have found that decreasing the number of steps in the checkout process for e-commerce sites had a direct impact on increasing conversion rates. Think about how many times you have been to a site where the checkout process seems to take longer than if you would have just walked into the store yourself, purchased the product, and then walked out with it. The majority of online users can relate to this.
Keep in mind that purchasing a product or service on the Internet has to be as easy, if not easier, than the visitor walking into the store and buying it in person. To actually purchase a product from a “brick and mortar store”, typical “checkout” requires you to only complete 3 basic steps. Choose the product (step 1), take it to the cashier (step 2), and pay for it (step 3). The checkout process on the Internet should be no less difficult (nor take much more time).
8. Eliminate “registration required” in order to purchase (e-commerce).
(避免“先注册”然后才购买（电子商务型）)
Requiring a customer to register with your store (setup and account) before they can checkout is seen as a definite “barrier to purchase” and will result in higher cart abandonment rates and decreased conversion. A better practice is to make customer registration optional, and place it AFTER the entire checkout process (not before). Many stores use registration as “step 1” in the checkout process. Placing it as step one of the checkout process will decrease conversion on the majority of e-commerce websites. “Required registration” will drive customers away.
Likewise, do not force users to login in order to use your cart (rather make it an option). As simple as it may seem, requiring a user to remember a password and username in order to purchase from you just makes the overall process “too complex”. Are you asked for a “username and password” by the cashier when checking out in a “brick and mortar” store? Not likely, and therefore you shouldn’t need to provide it to checkout in an “internet” store.
One option that will “put the power in the customer's hands” and ensure faster checkout without requiring the user to login is to place a cookie on the user’s machine that pre-fills in the order form for them the next time they visit.
Adding a simple checkbox to the order form along with a short statement indicating that if they want to speed up checkout on future purchases, they should click the box, would be sufficient. Again, it puts the power in the customer’s hands (where it should be) and gives them the freedom to choose what is most comfortable for them. Implement this strategy, and you will see an increase in your sales conversion almost immediately.
9. Post shipping and return policies (e-commerce).
（发布配送及退货条款）
Provide both shipping and return policies for the customer early on and during each step of the checkout process. Do not make the user wait until the “end” when they are confirming their order to view the shipping charge or return policies.
It has been studied and confirmed that many potential customers are interested in what the shipping charges for their purchase will be as well as the return policies. When these are made readily available during all steps in the checkout process, you can expect your conversion rates to increase if combined with any of the other “e-commerce” conversion strategies listed herein.
10. Quick and easy “add to cart”.
（简单快捷的“购买”引导）
Make it quick and easy for the user to add items to their cart, and reassure them they may remove them at any time. Using 1 step “Buy Now” buttons can work well for this, especially if you are selling a single informational product.
11. Label the steps in the checkout process.
（标明处理步骤）
Labeling each of the steps in the checkout process ensures the user knows where they are, and how far they have to go to complete the transaction. A “tabbed” look near the top of the page works well for this. Don’t leave them guessing about what step they are on or how far they have to go. Remember – don’t make them have to think – too much thinking decreases conversion rates!
12. Combine PPC advertising with Landing Pages.
（把广告和登陆页面链接在一起）
PPC (Pay per Click) advertising alone can get quite expensive at times and may seem to yield low conversion – when utilized as a “stand alone” campaign. However, add targeted landing pages and a PPC campaign can yield incredibly high conversion results.
Properly worded and cleverly crafted PPC ad copy combined with targeted Landing Pages will absolutely drive qualified traffic to your site. Once there, it is the job of the landing page to convert that traffic. Using a combination of the landing page techniques mentioned in this report, and some strong ad copy for your PPC campaigns, an increase in your conversion rates is just a click away.
