Nick Allen, Donordigital

Your website may educate and motivate your supporters, but its main purpose is probably to encourage them to take action-- send a message to Congress, attend an event, download a report, buy a t-shirt, or donate all their Google stock.

"Optimizing" your Web pages, especially the ones where you want people to take an action, can dramatically improve your conversation rates, persuading more visitors to actually take the action you want them to take.

What seem like very small changes on a page can sometimes make a huge difference. For example, when we removed just the title (Mr., Mrs., Dr., etc.) and suffix (Jr., M.D.) fields from Amnesty International's donation page, conversion improved 30%!