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.