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If you run a website, especially a commercial site, you know how important visitor traffic is to the success of your website. You also probably spend a lot of time and money trying to increase the amount of traffic you get through the search engines and other promotional channels.

If so, do you spend an equal amount of time or money on getting more from the visitors you get already ?

I’m pretty sure the answer would be NO.

Getting ever more visitor traffic from the search engines has for many website owners become an obsession. A great many schemes and software exist to increase visitor traffic to a site, but few exist to get more from the traffic you already get.

Let me try to illustrate my point with a particular scenario. Assume by spending 15 hours a month we get 1,000 extra visitors to our site at a cost in our time of $750.

Or using Google Adwords we pay for 1,000 extra visitors at 75 cents each, a total of $750 for the month.

Let’s further assume the landing page visitor traffic is sent to converts 2 in every 100 visitors into accepting an offer to buy a $100 product. The 1,000 extra visitors would generate 20 more orders worth $2,000. That gives us a net gain of $2,000 - $750 or $1,250 per month after deducting advertising costs. Over 3 months the net return would be $3,750.

Instead of spending on traffic promotion let’s assume we use the same $750 per month for landing page optimization over a period of 3 months.

Let’s assume that of the existing website traffic, 1,000 visitors are split off and presented with an optimized landing page that converts 5 in every 100 visitors into buyers. Those 1,000 visitors would produce 50 orders, or 30 more orders per month than they would have generated going to the existing un-optimized landing page.

Our landing page optimization has resulted in 30 more orders than would be achieved from our existing landing page. After deducting $750 in landing page optimization costs it leaves us with a net gain of $2,250 per month, or $6,750 over 3 months.

From 1,000 visitors per month driven to the site using traffic promotion, we have gained $3,750 over 3 months, compared to $6,750 in extra income through landing page optimization.

With different numbers one could argue the results might not prove the case for landing page optimization, but there is nothing special about the figures.

Another great benefit to landing page optimization is that you do NOT pay for it month in, month out, like traffic promotion. Once the optimization is done you continue to reap the extra profit every month, at no extra cost.

You can calculate how long landing page optimization is likely to take with our online landing page optimization test duration calculator and determine if your page would be suitable for optimization using our online landing page optimization qualifier.

Using traffic promotion, an extra 1,000 visitors per month would cost us $750 every month, with a net gain in income of $1,250 per month.

Using landing page optimization on 1,000 existing visitors we stand to gain initially $2,250 per month rising to $3,000 per month after the 3rd month.

Using our 1,000 visitor scenario we have shown how it is possible to make far more money from landing page optimization than through traffic promotion.

About the Author: Tony Simpson provides web site design and web site optimization advice to enable site owners to get the most from their websites.

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