The customer is always right... When it comes to conversion.

A lot of times people will argue about what changes should be made to a site to help improve it's conversion rate. When it comes right down to it the only changes that you should be making to your site are those that the visitor likes. How do you know which changes the visitors like? The answer to that questions is simple, if visitors to your site like the changes that you have made, more are going to buy and they will become customers instead of just being visitors. It will be a bit of a guessing game but most of the time you will be able to see what changes need to be made just by looking at your stats.