It’s no secret that intuitive information architecture, compelling visuals and persuasive copy all lead to online sales, but just how complex is the conversion process? Enough so that entire websites exist on the principle of testing seemingly minute details that can have profound effects on conversion rates. WhichTestWon.com is a favorite here at Pappas MacDonnell and often serves as a source of friendly company competition when betting on which user experience was more effective at getting conversions. Naturally, when we came across Convert.com’s compilation of 99 conversion tips and testing ideas, we were intrigued.

Of the 99, we found a few that especially hold true from our experience. In the event you’re short on time to read through all of them, have a look at our short list:

Physical Address: Many websites neglect to display their physical address or phone number. On such sites, even if they have a fair amount of traffic, there are very few conversions because their visitors do not trust them. Displaying a physical address has been shown to boost visitor confidence and lead to more conversions – to say nothing of getting people to the site in the first place through more effective SEO.

Expert Reviews: Getting a review from an expert or celebrity can be great, but it’s still something you need to test. According to a study by Bizrate.com, 59% of users considered customer reviews to be more valuable than expert reviews. Based on that, you should either test having an expert review, or show that you have a mix of regular and expert ones.

Buy Now: The “Buy Now” button should be prominent and consistent across the website on all pages. In fact, it should be closer to the top of the pages. In the offline world, we say, “Eye level is the buy level,” and in the online world, we say, “If you want it sold, put it above the fold.”

Copyright: It is important to have a current and up-to-date copyright statement page on your website. Update you copyright statements every year so your visitors know that the site is current and being updated and monitored on a regular basis.

Bullets: Use bullet points in your copy wherever possible to describe product or service benefits. Very few people “read” online product descriptions. Instead, they skim them. Use bullets, sub-heads, short descriptions and graphics to tell your story and keep your audience engaged.

Registering: Although list building is an important aspect of online businesses, always have options for the customer to purchase from your website without registering on it. This simplifies matters a lot for consumers and will help your conversion rates soar. You can always communicate with the customer later to encourage them to register, since you will have their email (make sure you also have their permission).