This document outlines 21 ways to increase conversion rates on e-commerce websites. Some of the key recommendations include using dynamic landing pages tailored to individual users, showing limited relevant product alternatives, incorporating social proof like reviews, keeping forms and checkout simple, providing multiple payment options, sending abandoned cart emails, and ensuring the website is fully responsive for mobile users. The overall goal is to personalize the user experience, reduce perceptions of risk, and make the purchasing process as simple and seamless as possible.