Is your website being as efficient as it could be. Most firms these days monitor web traffic, a lot implement software that assists with this. This article points out other "tweaks" sometimes ignored/overlooked that could help further retention and conversion rates.
Testing calls to action is an easy way to get started. if your website was built with conversion have in mind, it's very likely that you have at least one call to action that is highly visible on your homepage. Chances are, you chose a color for this call to action button that coincides with your brand guidelines. from a branding perspective this makes a lot of sense: you want your website to look a lot like you.