Charlie Cook, the author of the Small Business Marketing Blog suggest that you can improve web conversion (moving visitors to customers) by testing the effectiveness of various elements of your site, such as the offer, message and page design.
I completely agree. Great marketing is a continuous process of trial, test, modify and retry. The same is true for web marketing. And the flexibility of the internet makes it simple to drive prospects to different landing pages, and see which is more effective. Vary headlines, content, and design, and track which combination results in more sales.
Making your website work takes time and practice, but it pays off in the end!