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We often discuss the importance of increasing the amount of relevant traffic you can get to your website - relevant being the important part. But what about the next step? It’s even more important, as highlighted by this one comment from Randfish on SEOmoz:

If Google sent SEOmoz 10,000 extra visitors per day, it wouldn’t be nearly as valuable as increasing our current conversion rate by 1/2 of 1 percent.

It’s worth reading the whole article - Landing Page Optimization - Potentially More Rewarding than SEO.