When it comes to increasing your website conversion rate, you may be surprised to hear that a few minor changes can actually go a long way. Making some aesthetic changes such as tweaking the color of your call to action button, utilizing a larger or more intriguing font, or having fewer fields in your contact or sign up forms are all small things you could do to help improve your website conversion rate. Start off with these small changes and see how things go. You may find that it is all that is needed. However, if these don’t work you will need to think of the bigger picture and consider what your website users really care about.