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Your website is the core of your online presence. If it is not converting visitors at the maximum rate possible, it is holding your business back. It's that simple.

If it's not working as hard as possible, your ability to buy the most competitive keywords or display advertising placements simply doesn't exist. As surely as having your marketing budgets cuts, you are locked out of these opportunities.

Your competitors however...need I say more?

So:

• Make sure you can track results from click to sale - and report on the drop-off points in-between to the site can be improved
• Test your landing pages and the copy of ads that link to them using paid search (to control spend and allow for fast changes)
• Test page copy and form design / shopping carts, too, where possible
• Test, refine and test again until you are 100% sure the page(s) are working as hard as possible

Now you may be thinking "that's fine in theory" but I don't have the time or resources - or nobody will understand internally, anyway, and my efforts will go unrecognised.

That's going to change. Here's why: Google.

Google offer a free landing page testing solution, Google Optimiser. It's not the most in-depth on the market in terms of features - but it is a good starting point and it is free.

Google know that if websites work harder, advertisers can spend more and the audience they send to websites should be better served, adding to their loyalty to Google.

Expect to see a lot more press coverage of Google Optimiser - including with a joint case study with ourselves. Use the contact form here to requests a copy of this when it is available.

In the meantime, other case studies can be found here at the Google site.

Updated: typo corrected.