A/B split testing is valuable in efforts to constantly improve website sales results. You might change the headline or some other aspect of the sight, then assign it a slightly different URL. Have your website alternate each version for anyone who clicks on that page. Then use Google Analytics, which is free, to backtrack from the sales to see which version resulted in better sales.
Decide what the customer is looking for when he comes to your home page. Give them what they want so when they see your web page they say, "Yes, I'm at the right place." When the customer opens that page he's got something he's looking for. Make it easy to find that thing.
What do you want the site visitor to do? Decide what they want, then ask them to do what you want them to do to get what they want.
Plan for the first time visitor. Think that they are completely unfamiliar with your site. Keep it simple and easy for them to find what they want. Simplicity is important, focus on one thing for each page.
Think about what is in the customer's mind just before they click on your page. Speak to that thought. The person is wondering if they are going to the right place. Answer them in a way to say, "Yes, you are in the right place."
If you are trying to get the visitor to sign up for a newsletter, or regular updates on products or regular contacts of some kind, the less information you ask for, the more you'll get to sign up.
Be totally honest, respectful, don't treat the visitor like a fool.
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