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You must have quality tracking software. This is a requirement. If results are not accurately tracked then it’s meaningless. What keywords are you ranking for and which keywords are your competitors ranking. Conversion is all about Call to Action! You need traffic and you need a site people stay on or view-time matters. You need a great value proposition for the kit. What is your conversation rate now? You may think your rate is bad when it’s outstanding? 3-4% is great. You can increase your rate by getting a great call to action. Test, Test and then test until you have a winner.