[jwdunne]

I love this guide and I love how it's presented. The ideas look easier to use and definitely look nicer.

I would, however, be weary of implementing these ideas for the purposes of improving conversion because there aren't any numbers with each improvement. How does this author know for sure these ideas improve conversion? If they have been split-tested, this article provides a very good starting point of ideas for your own tests.

I'm not urging against trying these ideas though, definitely not, but please do test these for yourself. There are loads of factors which may make these ideas less ideal, such as your market, your product or service, your branding; the factors are potentially unlimited. Use a good A/B testing tool and measure impact on your conversions when implementing these!