Recently I’ve begun working with SiteTuners.com, which specializes in landing page optimization. When I received my first overview presentation from founder Tim Ash, my immediate reaction was “wow, what an amazingly simple way to improve website performance”.

Landing Page Optimization is part technology, part knowledge and part skill. The process utilizes testing which monitors the clicks of customers to identify superior web page designs. The results improve the efficiency of online marketing programs. From a financial vantage point, increasing conversions rates has a direct, measureable financial result – with an ROI that is often dramatic.

SiteTuners has many case studies on their site. Here is a recent one for Red Envelope. In this example, the actual conversion performance of their “shopping cart puts” was increased by 4.4%. Let’s assume (all subsequent numbers fictitious) that RedEnvelope generates $50,000,000 in annual online revenue. Improving this step in the ecommerce conversion pipeline by 4.4%, translates in $2.2 million in additional revenue. Further assuming Red Envelope might have a 70% cost-of-goods; the increased annual profit from this single optimization effort would be $660,000.

SiteTuners fee for a full service optimization test is currently $25,000. For this fictitious example, the ROI in the first year post implementation of the newly optimized page would be well over 2,500% and the financial investment for optimization would return to the client in less than two weeks.

From a CEO’s perspective, this simple, outsourced means of driving shareholder value is extremely compelling – and a simple decision to move forward with.