Employ Attention, Interest, Desire, Action (AIDA) principles to design the user experience through the conversion funnel Enhance the user's credibility and trust in the site, the product, and the business by displaying third-party trust logos and by quality site design Improve site navigation structure so that users can browse and shop with minimal effort Improve and focus the website content, including text, photographs, illustrations, and video, towards target conversion [1] Review, and edit or remove obsolete or distracting data Increase usability to reduce barriers to conversion Create a self-serving customer service format by letting the user reach informative answers quickly with a learning database.[citation needed] Offer active help (e.g. live chat, co-browsing) Generate user reviews of the product or service Gather a baseline user experience by recording user actions and compiling key objections [citation needed] Enable clear tracking of standardized metrics using website analytics software for a predetermined conversion goal (e.g. "increase volume of newsletter subscriptions" or "decrease shopping cart abandonment percentage rate") Take repeated action to monitor and improve the site, based on quantitative and qualitative metrics