Direct Marketing: 10 Key Strategies from List Vision’s 50 in 50

4. Regularly test SEM landing pages. “There are a numerous marketers who never change keyword buys or landing pages,” Lee said. “But you need to use the same rigorous testing online as you would offline.” Focus on areas that have the greatest yield with the smallest investment. For instance, Lee recommended testing optimization on the keywords that could be higher in the results if you could afford it. “If you continuously test the most important things, the results could be so good that you’ll never need to focus on smaller, more insignificant things,” he said.