This chapter highlights the importance of keeping a website simple to seek its benefits. More technologically or visually impressive pages do not necessarily lead to the expected user behavior. It is recommended to experiment with keeping it simple and make any additional complexity earn its keep in the key success metrics. It is pointed out that every form field that users have to fill out is one more point of resistance between them and their conversion. Consider deleting optional fields and seeing if that lifts conversion. Giving visitors fewer distractions and fewer chances to leave the checkout funnel by removing choices can help boost conversion rates. It is concluded that long forms have high risk for conversion failure. Breaking up a long form with required fields into multiple pages can increase chances for conversion.