Whether you've got a landing page set up specifically for converting inbound traffic into buyers, or you're just casually selling a product on your hobby website to earn a few extra bucks here and there, your web design should be geared towards increasing conversions and providing a satisfying experience for buyers.  Here are ten tips for designing with sales conversions in mind: 

1. 1 to 3 seconds - You have approximately 3 seconds to make a good first impression.  That's it.  The longer you're able to hold your reader's attention, the more like you are to make a sale.  Your sales page's design must advance the sale, or you'll customers will quickly go elsewhere.  

2. Professionalism - Customers will immediately be able to discern whether you're serious about delivering a quality product by how much attention you've paid to your site design.  If you've thrown together an unmodified WordPress blog and slapped in a product, don't expect potential customers be eager to pull out their credit cards.  3. Clarity & Simplification - How focused is your sales message?  Does your sales page move the reader's eye down to the Buy-Now button?  Or are extraneous elements of your web design hurting your sales growth?  This leads to...  

4. Distractions - Flashy graphics, out-of-place pictures, inappropriate links, navigation structure, or content management system boilerplate (like a blogroll) will all lead to customers losing track of your sales message.  Your design must not distract the customer.  

5. Content Structure - Even if you don't have a standard landing page, still try use the conventional content structure: pre-headers, headers, sub-headers, bullet points, and content boxes.  All of these are recognized and accepted means of sales communication, and date back to early direct sales letters.  If it ain't broke, don't fix it.  

6. Above the Fold - Your most critical benefit statement or unique selling proposition should be "above the fold," that is, within one on-scree page.  Your customers may be less likely to scroll through your offer if they don't see something that immediately piques their interest.  

7. Hero Shots - In a sales letter, the "hero shot" is a picture of the product itself.  It doesn't really matter if your product is physical or not.  What matters is that your readers get a visual representation of what they're about to spend money on.  Your hero shot should be large and in charge, not smothered by a mountain of text.  Try to put the hero shot above the fold.  

8. Advance the Message - Hero Shots are great, but they need to advance the message.  Your product image should entice visitors to click the buy button.  Likewise, any other images you have on your page should have a clear goal of advancing the sale.  If it doesn't serve a clear purpose in getting people to buy, cut it.  

9. Use Bright Colors (sparingly) - Colors attract the eye, but be careful to avoid harsh color combinations, or overdo it on coloring or highlighting.  Use bright colors to call an important message to attention.  

10. The F-Shape - I saved the best tip for last.  Studies have clearly demonstrated that setting your sales page content up in an F-shape leads to higher conversions, as viewers of web pages tend to follow this pattern:  They read the headline, scan the left side of the page a little, read a sub-header, and then continue scanning.  Use this knowledge to your advantage.  Design your sales page with important information, like the hero shot or checklists, on the left side of your page.

Implement these recommendations into your existing web design, or base your design with these strategies for improved sales success in mind, you'll be pleasantly surprised with how much your sales increase.  Ignore these tips at your peril!