下文是肖庆的原创翻译，转载请注明出处，英文截取自谷歌分析的一个PDF文档《Improving Online Conversions For Dummies》，这是谷歌分析的一个入门教程，共68页，其中有对谷歌分析的一个简要概述，功能描述，基本操作，等等。

Be aware of the most common website problems and ensure your site doesn’t suffer from them:
注意以下最常见的网站问题并确保你的网站免受其害：
✓ Not having a clear call to action. Website visitors need to be told what they need to do next. If you want visitors to buy something or sign up you need to explicitly tell them to do so.
没有明确的行为号召。网站访问者需要被告知他们接下来要做什么。如果你想访问者购买或者注册，你需要明确地告诉他们这样做。
✓ Too many choices. People can only process so many options at a time. Conversion rate suffers when you offer too many options. This doesn’t just apply to your product selection, but also to your site’s navigation. Guide your visitor into making a choice by labeling a product ‘Most Popular’ or ‘Top seller’ for example.
太多选择。人们在某一时间只能选择一定的选项。如果你提供太多的选项，转化率会下降。这不仅适用于你的产品选择，还适用于网站导航。通过对某一产品标识为最火或者热销，从而将你的网站访客引导至做出一个决定。
✓ Overly complex forms. No one likes form-filling so if a form is part of your conversion you need to make it as simple as possible. Think about each field in your form and decide if you really need it for your conversion.
太复杂的表单。没人喜欢填写表单，因此如果表单是你转化的一部分，你需要尽可能使它简单。慎思表单中的每个字段，为了实现转化它们是否真的需要。
✓ Too much text. Visitors don’t read WebPages so much as skimming them. If your webpage is a big blob of text it’s hard for a visitor to take it in. Break up your text into manageable chunks and make good use of headings and formatting to convey structure and meaning.
太多文本。对于网页，访客只是略读。如果你的网页充斥着一大段的文本，访客很难看进去。将你的文本分成可控的区块，充分利用头部标签机格式转换结构和意思。。
✓ Not fulfilling the promise of your ad. The path to conversion is like a story. If you drive traffic to your page from ads, your landing page is a continuation of that story. The ad creates interest and expectation, and your webpage must meet that expectation or else the visitor will leave. In fact, most visitors decide to leave a page in under 5 seconds. If your ad promises something, make sure your page delivers.
没有兑现广告承诺。转化之路如同一个故事。如果你从广告带来了流量，着陆页面则是那个故事的继续。广告创造了兴趣和期望，你的网页必须满足该预期，否则访客会离开。事实上，大多数访客在5秒内做出离开与否的决定。如果你的广告承诺某些东西，确保该着陆页兑现了。
✓ Visual distractions. People have a tendency to overdesign WebPages and add graphical flourishes. Unless the graphics lead to conversion they aren’t worth having on your page. The images you use (if you choose to use them at all) have a huge impact on your site’s conversion rate. Make sure the graphics enhance.
视觉分散。人们倾向于过度设计网页，并且添加过多华丽图表。除非图表可以带来转化，否则他们并不值得存在于网页。你使用的图片（如果你还是使用了）对于网站的转化率有很大的影响。确保这些图表能够提升转化率。