Whenever I perform marketing audits for clients on their website or brick and mortar store, I carefully look for what has been traditionally labeled “leaks in the sales funnel.” What we mean by that is: where are people choosing to leave instead of convert, and why, and what can be done to fix it?

While in-person selling can be far more effective and have higher conversions on site, most business owners make little mistakes on their websites by not optimizing conversion points. This ultimately leads to significant losses in revenue.

Here are some easy tips to help you increase conversions on your website.

1. Ask yourself: where does the website fall in the overall sales funnel?

Is it supposed to get people on the phone and then sell them? Capture their email and nurture them? Sell a product immediately through an online shop? Drive people to a brick and mortar location?

Make sure every single call to action–a button, link–on the website designed solely to serve that main purpose.

2. Make sure every web page has a call to action.

This is where almost every small business owner fails–even forgetting to put a button or call to action on their About page can make a big difference!

3. Don’t offer too many sales or action-oriented choices on one page.

Offer a max of two or three choices. Don’t build too many widgets, such as social media, email opt-ins, free downloads, channels to explore, and variations on a product. This overwhelms the customer. The two or three choices toward a sale should all complement each other.

This includes similar product recommendations–don’t offer a stream of similar recommendations a la Amazon! (You wouldn’t pair 2 wines with 1 dish, would you? That’s how the purchasing experience should feel–a naturally curated pairing, not a buffet)

4. Make sure to have a downsell action in place.

Downsells include a single actionable item such as an “exit popup” that offers a free guide or tip sheet for your service/product. This captures leads, whom you can sell to later via email marketing or even direct mail.

5. Testimonials and reviews should be strategically placed across all website pages, not huddled together.

Don’t hide them away on a Testimonials page…this page tends to get mediocre traffic and almost no conversions. Use powerful testimonials that talk about visible results! Ask your customers or clients to give you specific numbers, visible changes, etc. to anchor the testimonial.