If you’re using your website to generate leads online or sell products directly to your customers, you probably know the importance of perfected sales message.  This could be something as simple as the layout of your website or the headlines on your pages.

By setting up split tests (2 variations with just 1 element changed), you can slowly perfect your message.  For example, one headline might generate leads from 1% of your visitors while another more powerful one might generate leads from 2% of your visitors.  Or if you’re selling products, the placement of a Security graphic at the top of the page (as opposed to the bottom) might generate 50% more sales.  The fact is that to improve your conversion ratio, you need to be constantly tweaking and testing.

If you don’t have a regular stream of visitors to your site, this becomes extremely difficult.  If you’re only getting 1 visitor a day to a certain page on your site and you get sales 3% of the time, it would take you a month to get just one conversion.  This is a very difficult environment to test in and any statistically accurate test would take months.

By using Pay-Per-Click to direct traffic to your landing pages, you can test different combinations.  While this might seem like an expensive way to test out different sales messages, you will be creating a highly efficient web site with each new visitor.  You will be constantly generating more and more sales, making the PPC advertisements  less expensive relatively and while you should be getting more natural search results.

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