There are conversion points for any sales process.  You get a visitor, they become a prospect when they express interest and go on to be a client when they buy.  One of the things that I have fun doing with my websites is looking at the conversion rates for all of that.  (And that means you need to consider good stat programs when you build your site)

How many unique visitors do you get?  How many of them go on to other pages (especially if the pages need to provide an email address or username to get to them)?  And how many ultimately become customers?  Once you know those percentages, it becomes a fun little game to see what happens if you can move one of those conversion percentages by a point or two.

Okay, fun for me maybe and not many other people.  But that’s because I’m an accountant.

This is leverage at it’s best.  Look for the places where just a little change can create the biggest result.