Consultants often spot a conversion leak on clients' sites and suggest clients test a new page element or two. Time after time, we get the same confident reply, "We tried that already, it didn't work."

Every consultant wants to work with clients who aren't afraid to actually do something. But if trying things were nickels, you'd likely be worrying about where to spend your fortune instead of how to increase conversion.

This ClickZ column is for all those who tried it already.

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