7 Steps to Conversion Gains, Part 2 of 2

* Don’t rotate or animate key messages — users will miss them.

* Test varying words, images and links on the same page to provide diversity.

* If you’re not using buttons, underline or highlight links with color or arrows.

* Place a call to action within top navigation.

6. Enhance the shopping cart/lead capture process. Use multiple steps within the shopping cart or lead form process to account for abandonment. This allows for the capture of valuable contact information — names, phone numbers, addresses, e-mail addresses — at different stages, which can be used later for remarketing efforts if abandonment occurs, the whitepaper says.