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6 World Class Websites Doing Web Conversion The Right Way

by Stephanie Hamilton

It doesn’t just happen.

It takes thought to increase web conversions.  These six world class websites are doing web conversion the right way.

Although they are each doing many things correctly, each example has a clear strength that causes the website to make sales.

Let’s take a look.

1) Groupon creates urgency

Does your website snag the attention of your viewer and persuade them to stay a few minutes longer?


Groupon hooks you with the price and the staggering discount.

The interactive countdown clock creates a sense of urgency that can’t be ignored. Additionally, the call-to-action button is easily visible so it can’t be missed.

2) Basecamp hooks you with a powerful headline

Base Camp

An engaging headline entices the viewer while supporting copy tells the viewer who can benefit from such a product.

A customer wants to know the value they can receive from your product, so make sure you address this in your copy.

Basecamp’s call to action clearly sticks out on the page and includes delicate phrasing that doesn’t seem pushy.

3) Donor Tools provides convincing social proof

Testimonials, or customer reviews, are an increasingly important element to include on your site. The more information you provide customers about the benefit of your product or service, the more power you have to sway their opinion.

donor tools

Many sites simply show blurbs from satisfied customers. Donor Tools takes it a step farther and incorporates video of what customers have to say about the service.

Testimonials don’t have to be relegated to any certain page. You can include one or two on your home page, or have them featured alongside product images on e-commerce sites.

4)  OfficeMax creates a silky smooth checkout process

The checkout of an e-commerce website should provide the user with a clear direction. A user is more likely to get confused and abandon the checkout altogether if the checkout process isn’t intuitive and gives them a sense of safety.

Office Max

The checkout for OfficeMax takes care of one common trait users experience when shopping online: forgetting what they put in the cart.

In showing the product, users get a sense not only of the product, but color and size, for instance. This prevents them from having to leave the checkout process.

5) Crate & Barrel ensures you won’t get lost

Another way to enhance the user experience and garner trust and safety in the user’s mind is to show them where they are in the checkout process. No matter how long the process is, users will feel at ease knowing where they are and how much longer the process may take.

Crate and Barrel

Crate & Barrel let’s you know where you are throughout the entire checkout process.

6) CafePress gives you checkout choices

While some checkouts benefit from a multi-page organization, others are successful with one-page checkouts.


Cafepress not only features a simple one-page checkout, but gives customers the option of checking out as guests or by signing into their accounts. The former saves them the hassle of having to fill in their information every purchase.

Image courtesy of BlueDharma

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Stephanie Hamilton

Stephanie Hamilton runs a small branding and web design studio where she helps clients market their company online. Visit By Stephanie and let's collaborate to tell your brand's story. Visit the blog for more helpful design and business resources.


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