If you aren’t testing your site on a continual basis to determine the up to the minute optimal layout and experience your missing out.  Some main areas to focus on are:

• Content – Content can be a great start.  Make sure that you are targeting your content to the needs of your customer.  Trying out different niche content can deliver a quick win and may provide better results than generic content.
• Layout – Prioritized placement and emphasis of items on a page should be evaluated to determine the optimal layout for your customer.
• Creative – Creative can change the initial reaction that your customer has to a site.