One of the biggest mistakes you can make in online marketing is to simply put up a landing page for a product and accept whatever conversion rate it generates as the final number – the “best you can do.”

There are at least 7 ways you can incrementally improve online conversion rates on landing pages. Even a small incremental improvement can substantially increase orders, sales, and profits in your online business.

1—Stronger landing page copy … test new and different landing page copy, themes, approaches, offers, price points.

2—Online video … adding audio or video to a landing page can boost conversion rates 25% or more.

3—E-mail address capture … use a pop-under, floater, or other mechanism to capture the e-mail addresses of visitors who do not purchase to build your opt-in e-list. Each name added to the list incrementally increases total online sales.

4—Online conversion … target a 7-effort e-mail conversion series to visitors who do not respond but submit their e-mail address (step #6 above) delivered via autoresponder.

5—Split testing of landing pages … most shopping carts allow A/B or A/B/C split testing of landing pages for headline and other tests – well worth doing.

6—Multi-variate testing – even more effective than ordinary split tests are multi-variate or Taguchi tests; we can recommend tools and vendors to help you perform these tests. Many more elements are tested than in simple A/B splits, which can lift conversion rates 25% to 200% or more.

7—E-mail marketing … if you drive traffic to the landing page with e-mail blasts (solo or ads in e-zines), changing copy can not only increase click-through rates but also increase conversion rates. Test different copy and boost both.