Click heat map analysis will ultimately help you understand what needs testing and improving on your pages.

What the visitor sees above the page fold can have a major impact on your conversion rates, because they might not see your most important conversion-related content and calls-to-action if they are lower down. This is supported by a 2010 study by Jakob Nielsen

create a sense of urgency in the wording

make sure your emails look good when visitors have images turned off by default

Increasing sales conversion rates offers a greater ROI than what you can get from optimizing your traffic; either from paid or earned media.

Depending on how fast you can launch tests, this should be at least three tests per month. Companies that use an optimization organization can easily run 10–20 tests per month.

increased number of your visitors who will be visiting your website on mobile devices, because you will need to optimize and make your navigation links work better on these much smaller resolution screens.

Test using yellow text background highlights to help draw the eye

recent study by Forrester Research that found 40 percent of consumers would abandon a page if it took more than three seconds to load.