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It's late in the afternoon on Day One, but energy levels in the Grand Ballroom haven't flagged. I just dropped into a session focused on how to make the most of your web site. Among the tips for getting the best conversion rate out of your landing page...


* Keep the design as clean as possible.
* Make it simple for a visitor to take action.
* When testing, don't change the design too dramatically. Instead, make gradual adjustments.
But this tidbit really caught my interest: If you're going to make lots of tweaks to a landing page in search of elusive conversion rates, you need to have lots of traffic to that page. Otherwise, the data will be fairly meaningless–you'll be basing future tweaks on the reaction from too few visitors.
And this all unfolded in the first five minutes of the session.

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ABOUT THE AUTHOR

Christian Gulliksen is a writer who has authored several of the Get to the Po!nt newsletters for MarketingProfs. A former editor at Robb Report, he has also contributed to Worth, Variety, and The Hollywood Reporter.