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Typically, Dr. Wilson explains, you design or redesign a website by starting with your home page, then work your way down to sectional pages, product pages, the landing page, and your order system.

But, if you want to design a website that offers maximum return, you need to “turn that model on its head” according to Lance Loveday, co-author of Web Design for ROI.

There is a neat trick you can do with word choice on your registration page explains Lance, it takes no more than a few minutes to do, but can increase sales by up to 50%.

Watch their 7 minute chat about designing with a focus on return on investment, then take a look inside the book. Chapter 8, Forms, talks about the issues unique to online forms, and then details how to design them–to get the best bang for your buck.