How to Optimize Conversions for the 3 Major Website Types

Chances are your website is designed to either generate leads, produce sales, or get users to sign up. Depending on the type of website you have, the methods you use to increase your conversions will vary.

To help you boost your conversions, I have created an infographic in which I’ve broken down the techniques you need to follow and the strategies you need to implement to achieve your conversion goals.

Here’s how you can boost your conversions.

Click on the image below to see a larger view:

How to Optimize Conversions for the 3 Major Website Types

Click here to view an enlarged version of this infographic.


Increasing your conversions isn’t rocket science. If you follow the advice in the infographic, you should see more sales, leads, and sign-ups.

The biggest lesson I’ve learned from conversion optimization is that creative techniques and tests typically convert the best.

For example, at I focused on removing fields and creating a compelling headline by using geo-targeting data. Over the last three months, I’ve been able to increase my conversions by over 400% through a series of small tweaks, which I detailed in the infographic above.

How else can you improve your conversions?

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  1. Great infographic Neil. This is the type of thing to print out and stick on a wall for use as a reminder. Sometimes it`s the simple things we miss that costs the most leakage in conversions.

    P.s. there was a small typo in the User signup section, the second point says `user` instead of `use.`

    • I agree. Very interesting information. The user signup discount information is so surprising. A lot goes into the psychology about money and purchasing.

    • Jesse, glad you liked it! Thanks for the heads up on the typo.

    • There are too many ifs and buts for example you have to get 15 folks to like him on facebook.Cant open a case against him,send $50 for processing fees he will only give you the money after it sells, I on the other hand am giving 1 YEAR 100% MONEY BACK JUST SEND IT BACK AND I REFUND YOU YOUR MONEY.NO IFS BUTS. GOT JEWELRY STORES ON EBAY,ETSY MY OWN WEBSITE.I will not put the link here for cheap publicity.

  2. acharya vaddey :

    Hey Neil,

    Great Infographic!
    It is always helpful to read your insights.

  3. You guys are awesome. Thanks for doing so much research to help us make the web a better place.

  4. I love this article Neil. We’ve been trying to research how to improve our conversion rate in the last couple days, and this article is exactly what we are looking for

  5. Such great tips. I discovered quicksprout, 2 weeks ago and i learn a lot of stuff from here. Thanks Neil.

  6. Nikhil Waghdhare :

    Hey Neil,

    These are some great tips to improve conversion of any website. I would like to use these tips on my website.

    Thank you for it…. 🙂

  7. Annastasia Webster :

    When you say make the text more “action oriented”, can you give an example? Does this just mean use active voice instead of passive?

    • Annastasia, that’s correct. It’s all about using the active voice.
      Check this article out too:

  8. Mark,

    I think product filter is the options that help buyer choose a product, e.g.
    – choose a size
    – choose a color
    – choose a price range etc…

    Hope it helps.

  9. Neil! that’s amazing piece of infographic. great value.

    1. Regarding 1 step opt-in vs 2-step opt-ins .. The infographic recommends a single step opt-in. Leadpages is heavily encouraging people to go with a 2-step opt-in (they have their data which proves so!). Do you have a personal experience with this?

    2. Btw. What is a good source to get infographics done?(assuming we have the research data ready). Also how much does it cost. Any referral?


    • Chase Thompson :

      I was going to ask the same question.

      We’re looking at using LeadPages, and we’ve watched a ton of there videos. Specifically, they mention that the 2-step opt-in performs better.

      Is it a splitting hairs kind of thing, or is there truly a better way to go?

    • Sid, glad you liked it!

      1. I’ll give you two examples. For Crazy Egg we have used long form copy because we find that it converts better. Basecamp on the other hand does well with short form copy. The basic point is that it really depends on your product offerings. Test always.
      2. You can use Dribbble. Also, if you have a good in-house team I would recommend utilizing them.

  10. An average of only 2.6% conversion rate? That’s not high! I wonder if this low rate is low because it includes websites that really are designed to just provide information to potential customers, like most restaurant websites.

    As a person who sometimes puts items in a shopping cart and then “abandons” the site- The reason I may do this is just to find out what the total cost including shipping would be, where the shipping cost depends on the item and where the customer is.

    This may lead to the conclusion that it may be a good idea for businesses to have a standard shipping cost for certain items or all items, based on the average cost across the US, sort of like the Amazon concept.

    That way, shoppers may not abandon the purchase process due to shipping cost concerns.

  11. Julian Adorney :

    Great graphic, Neil!

    I’ve got 1 question: could the fact that sites with more landing pages see better conversions have to do with the fact that these sites also have more money and presumably more marketers on their team (since they have the resources to make so many landing pages)?

    Essentially, is the fact that sites w/ 30+ landing pages get lots of conversions due to cause or correlation?

    • Julian, great question. It could mean that they have more marketers but the point I am driving at is that more landing pages = more conversions because you covering many more angles in regards to service offerings.

  12. Great infographic. It’s interesting I just read on LeadPages that the 2 step optin had a higher conversion than the 1 step optin because the 1 step symbolized a “take” feel since so many sites are asking for your information. And the 2 step optin symbolized more giving by the website.

  13. Daniel Lofoso :

    Thanks Neil,

    This is great reference for clients. I have used it on my site and credited you!

  14. Removing the standard coupon code field at checkout that comes with woocommerce helped my client (Fashion niche) reduce abandonment by 34% . Excellent tips Neil 🙂

  15. Neil,
    When you speak about increasing the number of landing pages to increase results,can I ask what you mean here. Are you saying that for each adwords ad category, each email marketing campaign, call to action their should be more than one landing page.

    Unlike your example, Most of our clients are small business so how does this work for them?

    • Charlie, It can mean differentiating by product categories, by vertical or any other segment. You ideally want to have targeted copy that appeals to each individual subset.

  16. Ryan Biddulph :

    Hi Neil,

    I give a hearty Amen to the advice; especially the testimonials bit.

    My eBook sales page has converted so nicely. Chris Brogan and Yaro Statak are 2 of the authority names who’ve backed my eBook. Since they’re on board, many folks who know, like and trust them hop on board, too.

    We check reviews of any place we’re visiting before we book them during our world travels. We like knowing other folk’s experiences.

    That’s the thing; before we buy something, we need other experiences to either verify our buy, or to simply persuade us not to buy.

    Peer pressure looms large, even among folks who aren’t too heavily swayed by others.

    If you see a pro endorsing some product or service, you’re generally in, and in my case, having a New York Times Best Selling Author endorse my eBook certainly hasn’t hurt my sales.

    Smart tips here Neil.

    Simply doing a few basic, easy things, like cutting out those hidden fees, makes all the difference in the world.

    Tweeting now.


    • Ryan, again thanks for your insightful comments. You always provide great value. Looking forward to hearing more from you.

  17. Great info, Neil.

    These are quite easili implemented techniques but effective at the same time.

    And I’ve noticed a lot of web stores tend to remove their coupon field or have them on the basket page only, not on the final checkout page so that you just forget to type it!

  18. HI Neil,

    I agree with your point, where you tell that by showing “enter promo code” option you’re forcing visitor to leave the purchase process. I personally do the same, whenever I go to buy an item and notice the promo code section, I stop the process and start looking for promo code. If I find then its fair enough, or else I normally quit the process as I feel I’m paying extra money.

  19. Neil-

    Fantastic post as always. I read your blog regularly & I’m a customer. I refer to your videos regularly when I’m thinking through marketing strategy for clients.

    I particularly appreciate the break down according to the types of website that people operate. I’m saving this one.

    I have a request that I hope you see: Can you eliminate the popups for those of us that are customers? I’ve already purchased several programs. I’m happy to consider new programs, but I have a hard time wading through multiple popups for materials that I already have.



    • Mike, thanks for the great feedback. Unfortunately I cannot get rid of those pop-ups and segment accordingly. Let me see if there is a workaround though!

  20. Hi Neil,
    Nice infographic as usual, but it is also important to choose our landing page which we optimize because if landing page content is not of the conversion purpose then the chances of conversion is very low.

  21. Naomi@business start ups :

    Hi Neil,

    I do love your infografics – so much information all in one place and all based on statistics!

    Proof is in the pudding!


  22. Great write up Neil, I’ve see the effects of adding imagery with people on a large insurance website in Australia. The increase in conversion is even higher when the people are looking at the call to action.

    Here’s an article I wrote on driving further optimisations through user experience:

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