Take an inventory of your website, landing page or email template and remove anything that isn’t absolutely necessary. Look at design elements, copy, form fields, and anything that isn’t needed to get your point across. Resist the urge to include every last detail. Excess information can clog up your conversion path — especially late in the buying cycle. Simplify until there’s nothing left to remove. Be direct and to-the-point. Avoid fluff copy, big words and fancy verbiage. Sum things up. Figure out which aspects are the most important to your conversion funnel and make them a priority. Follow Pareto’s law of the vital few: What 20% of your page is contributing to 80% of your goals?