Converting leads into customers is hard. Especially on the web and even more so if you're relying on a strictly do-it-yourself, automated process. For many people it's a challenge just to get on their computers or phones and surf the web. If you're web savvy you probably take this for granted. In many ways computers themselves are counter intuitive to everything human's have done for thousands of years. For this reason it's imperative your lead conversion process is as simple and straight forward as possible.

The best way to increase your conversion rates is by limiting choices users are presented with when looking at their screens. This is becoming especially true with cell phones due to the small size of the screen. The best conversion processes will present their users with the just the right amount of information they need in order to take action and then present them with only one option after presenting that information. For example_ If you're creating a sign up process for your website and you're looking to gather the first name, last name, and email address of your prospect you'll want to signify which field need to be completed and provide them with a clear call-to-action once they've filled out the form.

If you wind up providing several different routes for your prospect to choose you're likely to cause confusion. In that case it becomes less likely your prospect will make a decision at all. Some people will become overwhelmed and leave your website. After all people have to make so many decisions throughout their day -- there are those who'd rather not make another one.

If you must provide your prospect with options -- try to make those options as clear as possible. Surround your calls-to-action with plenty of white space and try to give the user and idea of what they can expect to happen after making the choose. I've found through personal experience it also helps to reassure your prospect if they make the wrong choice they can always turn around and go back.