When customers come into your store, you hope that they leave with a sack full of purchases. If they don’t, you might try something different—like move that new product display to the front of the store so it gets noticed.

The same thing happens on your website. You want visitors to take some action. Techies call it “conversion.” And like your store, there are things you can do to make that happen. Here are seven tips that small business owners can use to help increase their website’s conversion rates.

What Is a Conversion Rate?

Your conversion rate is the percentage of people who visit your website and take a certain action. You define what that action is. It might be to sign up for your newsletter, “like” your Facebook page, watch a video, download a white paper, or buy something from your store.

The actual conversion number isn’t as important as how it changes over time. The goal is to get the percentage to increase.

Tips to Increase Conversion

Improving your conversion rate doesn’t mean you have to totally revamp your website. A small change can sometimes make a big difference. You may not have time to formally test each change but here are some best practices to consider:

1. Button-up – Change your action button. That’s the place where visitors click to take action. It might say “Buy Now” or “Sign Up.” Try making it larger, moving it to a more prominent place, or change its color. Sometimes changing what the button says can help.
2. Make it a drive-by – Think of your website as a billboard. You only get a moment to see the message as you’re speeding down the freeway. So, your value proposition needs to be quickly visible. A one- or two-line headline is enough and display it at the top left (where the eye tends to go first).
3. Cut back on the words – Visitors tend to be scanners. So make it easy for them to learn more. Reduce the amount of words you have on the page. Use headlines and bullet points so visitors can quickly get the point. Avoid jargon; don’t assume they speak your language.
4. Slim down your form – Do you really need visitors to fill in all the fields in your “Contact Me” form? Pare it down. For example, some people may not want to give their age. If you need that, consider getting it later in the buying cycle after you’ve established a relationship.
5. Let others help tell your story – Build your credibility by using customer testimonials and reviews on your website. Display your affiliation with other organizations, like the Better Business Bureau or local chamber of commerce.
6. Talk benefits, not features – Don’t just describe the features of your product or service. Tell them how it will benefit them. For example, a faster supermarket checkout means parents can get home sooner. Consider using images or video to help make your point.
7. Change it up – Keep the information on your website current. If it’s July and you’re still promoting your spring sale, you’re likely to raise a red flag. It can give the impression that you’re not responsive. New information gives visitors a reason to keep coming back.

Increase the likelihood that your website will convince people to take action. Consider these quick and easy tips to increase your conversion rates.