Optimize Your Site: Tips From Testing to Landing Page Conversion

2. If you don’t perform any Web site testing, you aren’t optimizing and increasing conversion rates (and thus, ROI) while keeping your search engine marketing (SEM) spend the same. Since many keywords drive traffic to landing pages, the return of an SEM campaign can nearly always be improved by “doing better” with the traffic that’s already there rather than merely sending more traffic to the site. This is the essence of landing page optimization — take your SEM audience and do a better job messaging, persuading and convincing it to delve deeper into your site. Don’t pour more water into the funnel; make the bottom of the funnel wider.