Sometimes things aren’t as difficult as they seem. Companies spend a ton of money on tools and consultants to increase their sales, leads, or whatever their web goals may be.
Often though, the most powerful way to increase your conversion rate is to simply listen to your customers, and implement their suggestions.
They are the ones using your site, and if they bother to take time out of their busy day to email or call you with a suggestion, you better damn listen.
Here’s a good example that I recently ran across. Tim O’Reilly sent Amazon numerous suggestions on improvements they could make to their Wishlist. Here’s a dedicated customer, using their Wishlist feature, who wants to spend more money and takes the time to write them to suggest changes. Will anything change? Based on his post it sounds like he’s made suggestions before that went nowhere, and it doesn’t sound like he even got a response on this latest request.
Are your users suggesting anything to you? Are they complaining about your site in any way? It’s much too easy to blow them off as just not knowing how your site should work, when really they are the most important people you should be listening to if you want to reach your goals.