Increase conversion, not traffic

Spending money trying to get more people to your site is money down the drain if they’re not converting into sales. Many companies concentrate solely on increasing the numbers of visitors to their site, when in fact, usability testing and then fixing their current issues would have a much bigger increase on conversion at minimal cost to the company.
Here’s an example of your users’ behaviour:
1. User is looking at a page of Google search results.
2. They click on your paid link.
3. They go to your landing page.
4. At this point many factors influence whether they stay or bounce back to the list of results. user’s won’t stay around – you have only a few seconds to influence them.