Regardless of what type of business you run, when it comes to generating conversions on your website, it’s important to make the process as simple as possible. A user may not take a desired action if doing so involves too many steps.

While you may not have a slick digital agency auditing your customer journey, there are some things you can do on your own to reduce “friction” for the user. To do so, keep the following tips in mind:

Improve Site Speed

The number of steps required to take a particular action isn’t the only factor that prevents users from converting. If your pages load too slowly, users will leave the site. In fact, Google research has confirmed that most mobile users leave pages that take more than three seconds to load.

Review your site’s code with your developer. They may identify areas where it can be cleaned up to improve page speed.

tablet showing graphsMake Recommendations

Artificial intelligence has made it easier than ever to provide users with personalized options when they visit your site. This can help you guard against the effects of decision fatigue.

Maybe you run an ecommerce shop. If your shop offers many different products, guests might feel overwhelmed. They won’t make a single purchase because they won’t know how to decide which product is worth their money. With AI, that’s not a problem. You can simply provide recommendations tailored to their specific preferences. With that being said, boosting some of your top performing products through an Amazon marketing campaign can capture the attention of a potential customer at the very moment they are considering and searching for related products. This helps remove decision fatigue from the equation.

Offer Multiple Payment Options

Don’t limit your payment options to one or two methods. Quite simply, the more options you provide, the more users you can appeal to.

Reduce Fields

With any sort of website conversion, whether it’s signing up for an email list or making a purchase, users will often be required to provide some information to complete the process.

Make sure you’re not requiring users to provide too much information. Again, the longer it takes to complete a task, the greater the odds a user will abandon it. Review all your website’s forms and look for ways you can simplify them to prevent this.

Offer Guest Checkout Options

You shouldn’t require users to create an account before making a purchase or taking a similar action on your site. While you may want to recommend creating an account, as this can boost the chances of a user becoming a repeat customer, you don’t want to prohibit users from taking action without an account. Make sure there is a “guest checkout” option for all conversions you wish to generate.

Of course, it’s also important to monitor your progress after making these changes. You need to confirm the steps you’ve taken are actually delivering results. Luckily, if you follow these tips, you’re very likely to generate many more conversions than you currently are.


Rae is a graduate of Tufts University with a combined International Relations and Chinese degree. After spending time living and working abroad in China, she returned to NYC to pursue her career and continue curating quality content. Rae is passionate about travel, food, and writing (of course).