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As a business broker for internet based businesses and websites we often engage in conversation of SEO, page rank, and key word rankings.  It is however, ultimately how well you convert visitors to action that determines your level of success.  After all, what is better 10 people visit and 5 buy or 20 people visit and 3 make a purchase?

While conversion rates are hard to quantify when determining a business valuation, selling your website or merger your internet company it is certainly true that they have an effect.   It is also worth noting in the world of internet M&A, how well you convert customers is becoming more and more an important element.   A/B testing, that is creating two samples of a page for example and testing, can be a crucial part to making sure you are optimizing your customer’s experience and therefore improving conversion rates.   With that in mind, here is a link to some great tools and research in this field:

http://visualwebsiteoptimizer.com/split-testing-blog/ab-testing-conversion-rate-optimization-resources/comment-page-1/#comment-1675