The two main ways to use less water more wisely are water conservation (or saving water) and water efficiency. Many people think these terms mean the same thing, but they are different.
Water conservation (saving) is any behaviour that results in the use of less water. Having shorter showers or turning the tap off when you brush your teeth are both ways of conserving water. Water efficiency is the use of technology that requires less water to perform the same function. A WELS-rated showerhead (at least AAA), dual-flush toilet or clothes washer that uses less water than its conventional version to do the same job is an example of water efficiency.