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How-To Guides

How to Unleash Your Full Creativity

As a creative person, you likely feel a wonderful compulsion to create and appreciate art. However, there are likely times in your life when you feel like the creative juices just aren’t flowing. It’s easy to explain away these periods as a simple case of writers’ or artists’ block. However, as often as not, the real reason is more practical add less mysterious. Here are a few practical solutions to help you through creative slow periods.

Eliminate Pain and Discomfort

When dealing with chronic pain, you may hardly notice the constant ache much of the time. Artists can sometimes set aside their discomfort to embrace the creative process. However, persistent, grating pain may be distracting you more than you realize.

Chronic pain, especially foot pain like heel spurs, makes it hard to stand and move around as you create art. You may well find that addressing the discomfort also takes away your creative block.

If you’re worried about the treatment and surgery required to eliminate your discomfort, you’ll be happy to know it’s often a lot easier than you expect. For instance, the heel spur surgery recovery period isn’t long at all since the surgery is minimally-invasive.

Most artists spend the majority of their creative time in their studios. This makes sense, of course, since this is where your tools are and where you can make a mess without concern.

However, being cooped up inside all the time isn’t conducive to the artistic mind. Get outside, feel the sunshine, look closely at the nature around you, and feel your connection with nature fuel your connection with your artistic side. It’s incredible how a simple walk can bring out your creativity and inspire you.

Do Something New

It’s perfectly natural for artists to specialize in a particular style, medium, and subject matter. However, if you feel like your creativity isn’t flowing like it could be, consider mixing things up.

Do you typically work with paint, doing highly detailed work? Try doing some fast, rough sketches in charcoal. Are you a tattoo artist who works in ink, either on paper or skin? Try some watercolor painting to experience a new way of blending colors and creating spaces. Whatever it is you typically do to express yourself, push yourself to do something completely different.

Take Advantage of the Creativity in You

Creativity is a gift, but it can sometimes feel challenging to make the most of it. By making sure you’ve gotten rid of chronic pain and mixing things up in your art, and by going outside, you can unleash greater creativity.

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How-To Guides

Calculating A Running Total In Excel

Learn to create cumulative sums in Microsoft Excel with these step-by-step instructions and screenshots.

  • Also known as a cumulative sum, a running total is a commonly used function within the educational and business world.
  • The process of creating a running total in Excel involves three simple steps.
  • Running totals are used in retail stores, for sales and at sporting events, to name a few applications.
  • This article is for business owners and professionals who want to learn how to create a running total in Microsoft Excel. 

Creating a running total (or cumulative sum, as it is known in Excel) is easy once you get the hang of it. Many business owners use cumulative sums to keep track of expenses and revenue, employee hours and inventory management.

The idea behind a running total is to take a column of numbers and, next to it, show the running total of those numbers. You can use both positive and negative numbers in a running total, so you can put your sales and withdrawals together if you like.

What is a running total?

A running total, or cumulative sum, is a sequence of partial sums of any given data set. A running total is used to display a summary of data as it grows over time. This very common technique is used daily by students and professionals tasked with using Excel to compute and calculate an array of complex data and equations. Additionally, having a running total can save you from taking the time to record the sequence itself if it’s not vital to know the individual numbers being used.

How to create a running total in Excel

1. Start with =SUM. Click on the cell where you want your running total to begin. Next, select the SUM function on that cell. But instead of highlighting cells within the parentheses (by dragging the cursor over the cells you want to include in the equation) as you would if you were adding a column of numbers, you need to create what’s called an “absolute reference,” followed by a “relative reference.” Don’t worry; it’s not as complicated as it sounds. The next step covers how to do it.

2. Create a running total formula. You must use the dollar sign in this formula, even if the numbers you’re tallying are not dollar amounts. In our sample Excel workbook, let’s say you want a cumulative total posted in column C. In cell C1, you would type =SUM($B$2:B2). This creates the necessary relative reference point (B2) and absolute reference point ($B$2) for your running tally.

What are these references? Relative reference points can change when you copy and paste a formula from one place to another. For instance, if you copy a formula two rows to the right, the relative reference point will shift two rows to the right. Absolute reference points don’t change when copied.

3. Click the bottom-right corner of the cell with the formula in it. Then drag down as far as you want the running total to apply. When the formula is dragged down, the absolute reference point, $B$2 stays the same. The relative reference point B2 changes as far as you drag your cursor down to B3, B4, B5, etc.

For example, if you have a March sales value of $500, an April sales value of $650 and a May sales value of $700, you’ll enter these values under a “sales” column. To gain the running total, you’ll enter $500 in the top right column and use the formula above to calculate the running total. Next, you’ll drag your cursor down to encompass April, May and June sales. The running total will then display $500, $1,150 and $1,850, respectively. Then you’ll have a running total you can add more monthly sales values over time. That’s all there is to it.

What are some uses for a running total?

While this calculation may sound a tad complex, it is actually a rather common concept that many of us come into contact with regularly, regardless of whether we are the ones using it. Here are some of the uses for a running total:

Cash register operations. 

One of the most common examples of running totals that you are regularly exposed to involves the use of cash registers. In particular, cash registers display a running total of various products as they are scanned into the system. Additionally, they typically keep a running total of all transactions being made throughout the day.

A cash register can house a reporting function that shows running totals of everyday functions in the store, including the number of customers at certain times of the day and the most popular items either of the day or all time, depending on the category. Using a running total allows retail stores the chance to identify trends among customers and better their operations.

Game scoreboards. 

Another common application of running totals is the scoreboards at sporting events. Although you see every point as it hits the board to understand how the end score is calculated, in the end, the final score is the only number that matters. Additionally, the game of cricket, in particular, is a great example of a running total. Each time a player scores a run, it is added to the total. Therefore, the total score is simply a running total or summation of the runs.

Sales positions

If you work in the sales sector, you are likely exposed to various running totals. For instance, if you have a quota, you may be using a running total to keep track of your progress until your quota has been reached. This is also true in other industries such as telecommunications or banking, where the number of sales, new clients, and products sold can relate to job performance.

Managers can use these running totals to evaluate this performance monthly, quarterly or yearly. These running totals can also determine real performance against targets over time. This data can then be used to troubleshoot what is required to change when targets are not met.

Year-to-date calculations

One of the top uses of running totals is year-to-date calculations. A year-to-date (YTD) calculation is used to record a certain function or activity (usually financial) from a certain date to the end of the year.

For instance, you may see an array of year-to-date calculations on your pay stubs. This is an example of a running total because it keeps track of the various payments made and taxes collected to give you a final total at the end of each year. These final totals are then transferred onto W-2 forms and used for tax purposes. Year-to-date calculations are also used to calculate rental income, the financial standing of a business or a stock return.

Inventory totals

Another common use of running totals is the method a company uses to keep track of inventory. Companies must record the number of items sold and compare that number to how many items they have in stock, so this is an example of a running total. For instance, if you have  1,000 cookies in stock at the beginning of the week, every sale would be subtracted from the overall stock and result in a new total after each transaction.

Balance sheets. 

If you have a job that uses balance sheets, this can also be an example of a running total. Balance sheets can also show you a clear picture of any assets and liabilities at one point in time. Balance sheets allow you to keep an itemized list of things such as expenses. After new items are added, you get a new total.

Bank balances

Your bank statement gives you an itemized list of what is being deposited and paid out every month. After each transaction, you get a new total. When you go online to view your account, you will see your running total.

Gas mileage

Ride-sharing companies and delivery services also employ running totals. Given that drivers are often paid by the mile, a running total keeps track of how much a person should be paid. This is also true when creating expense spreadsheets if you have to travel multiple days for work.

Calorie counts

Running totals can also be used to count your calories throughout the day or week. People who use a caloric count to lose weight can use an app or create a spreadsheet that allows them to input the calorie count of each meal to calculate days’ or weeks’ worth of calories ultimately. The app or spreadsheet will start with zero calories and create the running total dependent on what they eat.

How to Calculate a Running Total in Excel [Businessnewsdaily]

 

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Streamlining Travel & Expense Management

Zoho Expense streamlines travel and expense management for businesses.

Zoho Expense makes it easy to approve, monitor, pay and record expenses before, during and after a trip. What’s more, Zoho Expense can be integrated with various accounting software.

The Zoho Expense integration with accounting software is seamless, and a great help both when figuring the businesses’ bottom line during the year, and at tax time.

Faiyaz Haneef, Zoho Expense Product Expert, said that Zoho Expense was developed to answer requests from small business owners.
“That’s why we focused on automation software that could handle all transactions involved with travel and expenses,” Haneef said. “The entire process is automated.”

Key Benefits of Zoho Expense

Streamlined Travel

Expense handles each step of the itinerary, from pre-trip, on-trip and post-trip. Advances can be requested and approved. During the trip, receipts can be captured and submitted using Auto Scan (and can also be submitted manually). During post-trip, an expense report is automatically compiled, submitted to a finance team for approval, and recorded.

Expense Automation

All transactions can be uploaded to the Cloud from any type of device, via email inbox or Chrome extension. There are integrations with email and Outlook. Documents can be uploaded using various Apps, such as Dropbox and Evernote. Receipts can be uploaded using Auto Scan.

An invaluable feature is an integrated GPS, which tracks and records mileage.

Simplified Reporting

There are approvals at every stage of the process. Reimbursements can be provided during the process, or after the traveler’s return. There are multi-channel notifications, to ensure that there’s a notification for every action.

Cost Control and Compliance

Expense has built-in controls for spending. For example, a business customer can build in an amount limit for meals. If that amount is exceeding, the customer gets a notification of a policy violation.

Expense is used globally. There are different applications to adapt to mileage and tax rates that apply to different cities, areas or countries.

Insightful Analytics

Using Zoho Expense, a business owner can take a look at certain aspects of travel expense. For example, the business owner can compare the costs for travel between various departments, such as sales and marketing, production and administration.

The owner can also look at various areas, such as meal expenses and mileage.

Can Be Customized

Customization is one of the best features of Zoho Expense.

“A small business that is growing may need to manage expenses differently,” said Unni S, Head of Business Development for Zoho. “Or a business that has offices in different countries, such as the US and Canada, can customize Zoho Expense for each location.

Here are some examples of customization:

  • Per Diem automation – A business owner can load specific cost limits for aspects of trip expenses, such as meals. The owner can specify that reimbursement for amounts under the limits is automatic.
  • Recipient – The business owner can specify who receives the expense reports.
  • Integration with Accounting Apps – Zoho Expense can be integrated with the company’s accounting software.
  • Billing Customers – Using Zoho Expense, an expense report can be generated as an invoice to a customer.

Zoho Expense Automates the Entire Travel and Expense Process

A traveler gets an Uber ride, swipes a card, and the expense is automatically uploaded. A traveler uses Auto Scan to upload a receipt for a travel expense, and that cost is automatically uploaded.

At every stage of travel, costs and reimbursements are monitored, reimbursed and recorded.

“We have completely avoided errors by using technology, by integrating all those platforms so that the user doesn’t have to enter any data,” Unni S said. “Zoho Expense automates the complete process.”

Zoho Expense streamlines travel and expense management for businesses.

Zoho Expense makes it easy to approve, monitor, pay and record expenses before, during and after a trip. What’s more, Zoho Expense can be integrated with various accounting software.

The Zoho Expense integration with accounting software is seamless, and a great help both when figuring the businesses’ bottom line during the year, and at tax time.

Faiyaz Haneef, Zoho Expense Product Expert, said that Zoho Expense was developed to answer requests from small business owners.
“That’s why we focused on automation software that could handle all transactions involved with travel and expenses,” Haneef said. “The entire process is automated.”

Key Benefits of Zoho Expense

Streamlined Travel

Expense handles each step of the itinerary, from pre-trip, on-trip and post-trip. Advances can be requested and approved. During the trip, receipts can be captured and submitted using Auto Scan (and can also be submitted manually). During post-trip, an expense report is automatically compiled, submitted to a finance team for approval, and recorded.

Expense Automation

All transactions can be uploaded to the Cloud from any type of device, via email inbox or Chrome extension. There are integrations with email and Outlook. Documents can be uploaded using various Apps, such as Dropbox and Evernote. Receipts can be uploaded using Auto Scan.

An invaluable feature is an integrated GPS, which tracks and records mileage.

Simplified Reporting

There are approvals at every stage of the process. Reimbursements can be provided during the process, or after the traveler’s return. There are multi-channel notifications, to ensure that there’s a notification for every action.

Cost Control and Compliance

Expense has built-in controls for spending. For example, a business customer can build in an amount limit for meals. If that amount is exceeding, the customer gets a notification of a policy violation.

Expense is used globally. There are different applications to adapt to mileage and tax rates that apply to different cities, areas or countries.

Insightful Analytics

Using Zoho Expense, a business owner can take a look at certain aspects of travel expense. For example, the business owner can compare the costs for travel between various departments, such as sales and marketing, production and administration.

The owner can also look at various areas, such as meal expenses and mileage.

Can Be Customized

Customization is one of the best features of Zoho Expense.

“A small business that is growing may need to manage expenses differently,” said Unni S, Head of Business Development for Zoho. “Or a business that has offices in different countries, such as the US and Canada, can customize Zoho Expense for each location.

Here are some examples of customization:

  • Per Diem automation – A business owner can load specific cost limits for aspects of trip expenses, such as meals. The owner can specify that reimbursement for amounts under the limits is automatic.
  • Recipient – The business owner can specify who receives the expense reports.
  • Integration with Accounting Apps – Zoho Expense can be integrated with the company’s accounting software.
  • Billing Customers – Using Zoho Expense, an expense report can be generated as an invoice to a customer.

Zoho Expense: Streamline Travel and Expense Management [Smallbiztrends]

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Using Venmo For Business

What is Venmo? Venmo is a digital wallet. You’ve heard of Venmo, and may use it.

the Venmo that’s for business isn’t the same thing. What’s more, if you use both, you’ll easily be able to keep personal and business transactions separate.

And this is new – Venmo for Business now accepts cryptocurrencies, such as Bitcoin.

What is Venmo?

Venmo is owned by PayPal and as such, you can use Venmo through PayPal. The original Venmo is an active community enjoyed by more than 60 million users. PayPal existed for 11 years before launching Venmo.

Using Venmo as a digital wallet, friends could easily make and take payments from each other, friends to friends or within a family. In addition to sending money to and from each other, they could use Venmo to make payments for all kinds of services, as another payment option. They could also get cash into an account instantly, using e check. The instant cash feature was a hugely popular service.

Venmo vs. Venmo for Business: What’s the Difference?

When Venmo launched, users were accepting Venmo quickly. Articles about its ease of use flooded the internet, and even more, people became to pay with Venmo – and not just to friends who use Venmo. That led to more articles, and more people accepting Venmo.

Company owners saw how easy it was to pay with Venmo, and tried to use it for their operations. But the “personal use” Venmo wasn’t a fit.

The Venmo for businesses shares features that Venmo has, but adapts the platform specifically for small business owners.

Using prompts an owner sets up a business profile. From the profile, the typical business transactions can take place. Venmo for Business can handle online sales on point of sale touchless sales. It can be linked to credit cards, debit cards and banks.

Can You Use Venmo for Business?

Once you set up a Venmo business profile, you can start to accept Venmo transactions for your business. You can accept payments from customers online or at a brick-and-mortar location.

As a payment option, it’s faster than credit card processing. You don’t need a credit card processor.

You can also use the business version of Venmo to purchase supplies or inventory for your business. This way, it will be easy to organize your taxes. The “business” Venmo will be separate from your personal Venmo.

Here’s a big advantage to the business profiles. Customers can search the business profiles. This is a way for more customers to find you.

How Does Venmo for Business Work?

Let’s say you already use PayPal when customers make a purchase. How is Venmo for Business different than PayPal? Which one should you choose?

First, let’s talk about similarities with PayPal. Both have a platform that uses IOS, Android and the Web. Both have payment methods that can use a credit or debit card, or bank transfer. The fees for credit card transfers are similar, 3% for Venmo and 2.9% + .30 for PayPal. A lot of individuals and businesses use either to make donations to non profits.

Here’s where they’re different. With Venmo, the debit card fee is zero; with PayPal it’s 2.9% + .30. The transfer limit for Venmo is $4,999.99; for PayPal, it’s up to $10,000 for a single transaction.

Using Venmo for Business

So should you start using it? For some business owners, the transfer limit is a deal-breaker. For other business owners, the pre-existing familiarity of the name – remember that community of 60 personal Venmo users – is a deal maker.

Can’t decide? Thinking about going to an app for in-person, touchless merchant transactions? Venmo recently added a QR kit. The QR kit makes it easy to get set up to do business transactions that way.

Using Venmo for Online Stores

You can connect your account to you most-commonly used Apps and websites.

Using Venmo for a Business App

You can accept online orders or do touchless business transactions.

Using Venmo In-Store with Approved Point of Sale Systems

You may already have a QR but if you don’t, Venmo for Business has a QR kit. The kit will lead you through the steps of setting up your unique QR code for customers to scan.

How to Set Up a Venmo Business Profile

It’s easy.

  1. Find the Venmo for Business App.
  2. Tap the profile pic.
  3. Tap Create a Business Profile.
  4. Customize your profile, adding details about the services or products you provide.
  5. Publish your profile.

How Much Does It Cost?

Well, you knew there would be some processing fees. That’s common with payment processors. The first 30 days are free. Here’s how this one works:

  1. No fee to sign up, no monthly fee, no fee to send money.
  2. No charge for moving money from linked bank account or debit card. These transactions normally take 1-3 business days. If you want the option for an instant move, you’ll pay a 1% fee.
  3. A 3% fee for moving money using a linked credit card.
  4. After the 30-day free period, the fee per transaction is 1.9% + .10.

The Best Features of Venmo for Businesses

  1. No fee for debit cards.
  2. Quick money transfers are possible.
  3. The single transaction ($4,999.99) limit is a fit for many businesses.
  4. Name (branding) familiarity with personal Venmo users.
  5. The QR kit makes it easy to add this service for business purposes.

Advantages of Using Venmo Payments for Businesses

  1. Someone can search businesses and find your business profile. What business owner doesn’t like that?
  2. Easy to send and receive money from Venmo personal or business users.
  3. Venmo now accepts cryptocurrencies, such as Bitcoin.
  4. Money can be moved instantly (with a 1% transfer fee) between bank accounts.
  5. Typically faster than credit card processing.

Disadvantages of Accepting Venmo Payments for Businesses

  1. Some businesses don’t accept Venmo because they see the transaction limit ($4,999.99) as too low.
  2. You can’t pay with Venmo overseas. The service is currently only available in the US.
  3. Some companies don’t yet accept Venmo.

Alternatives to Venmo

You have options when choosing websites like Venmo as a payment processor for your company. There are all kinds of ways for customers to make payments for goods and services.

Which one should you choose?

The checkout option you choose must fit your company’s needs, and also be the payment method preferred by the people who use businesses.

  • PayPal: The PayPal checkout is fast and seamless. PayPal checkout can be used internationally.
  • Apple Pay: Works with all Apple devices. The way it can be used include online, in stores and thru Apps.
  • Braintree: Used by merchants in 45 countries, and can service payments of 130+ currencies. Braintree is a top choice for those who conduct business internationally. Braintree is the top pick for those businesses.
  • Google Pay: A mobile payment app which replaced Android Pay and Google Wallet.
  • Zelle: A digital payment network owned by Bank of America, JPMorgan Chase, Capital One, CitiBank, Wells Fargo and others.

Why do some people say you shouldn’t use Venmo for your business?

People who say Venmo isn’t for businesses to use were most likely those who tried to use the original version for business. Someone had an issue with payments trying to use the original Venmo, which wasn’t set up for businesses. Venmo users shared the experiences citing problems with payments.

Which wasn’t fair, since the original version wasn’t structured for merchants payments. In development, the Venmo strategists for the venture looked at what merchants said in complaints and fixed the process.

Using the original platform, individual people, often family members, could send and receive money amongst themselves. They could make purchases, and often shared reviews of the purchases and buying experience with other Venmo service users.

The For Business version is all geared to facilitate each step of the customer to merchants’ experience. The business profiles are a way to boost your company presence. And the services and fees included are designed to facilitate the payment process for a company, both accepting and remitting with seamless transactions.

How can Venmo be used for business?

You already know this – few people are writing checks. Credit card processors – as a single piece of equipment – are replaced by processors that can handle credit and debit cards.

When a company is accepting payment or making a payment, having a speedy process is a benefit to all. As an option for a payment, the Business version is a great choice for merchants.

How do I open a Venmo account for my business use?

It takes just a few steps before you get acceptance for a business profile. Go to the Venmo App or site. Using the prompts, create a business profile. You can use a profile pic and a background pic. Add you details. Accept the terms and user agreement. You’ll need to include your email address. That’s it! Publish your profile.

Is Venmo better than PayPal for small businesses?

Each business is different, depending on the goods and services offered. The option you choose may depend on the typical amount for the payments you receive. Is that number for average payments greater than $5,000. Then it’s PayPal for those goods and services.

How to Use Venmo for Business [SmallBizTrends]

 

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How To Increase Conversions On Your Landing Page

It is not easy to rank your pages on the first page because Google loves helpful content more than sales campaigns. But it is no surprise to find landing pages ranking high when you search for an SEO guide. Moreso, if your product will solve someone’s problem, why would it not rank high?

If you want to get more conversions from your landing pages, here are some techniques to give your landing page a boost.

But there’s one thing you should know. It is always easier to triple your conversions than to triple your traffic. This article is about optimizing your landing page to get targeted traffic to your landing page; traffic that converts.

What Should Your Landing Pages Do?

For whichever campaign you are running, create a landing page to push your visitors down the sales funnel. Your landing page should focus the visitor’s attention on your irresistible offer and guide them to click the call-to-action (CTA).

Optimizing Your Landing Page

Analyze Your Landing Page Performance In Detail

While most landing page builders come with analytic tools, you can complement your landing page analytics with Google Analytics. Before introducing any changes to your landing page, study the analysis report.

Look at the page views and the source of traffic. Look at the conversion rate. See the type of users who convert. Why do they convert? These are the ideal buyers you should target.

Also, look at users who leave your landing page without taking any action (bounce rate). Why do they not click the CTA? Are they your ideal buyers? What was the source of this traffic?

All the data you collect from your analytics tools help you strategize.

Search Engine Optimization (SEO)

SEO helps search engines to find your landing page and serve it to the people looking for your product. It ensures that people actively looking for your product land on your page. They are the easiest to convert.

Your landing page’s search metrics (like click-through rate and organic traffic) show you the keywords with the highest conversions. Use the keywords on your page’s meta description, the headline, and the rest of the page copy. Essentially, do SEO on your landing page like you would your website.

Create A Landing Page For Each Buyer Persona

If you have one landing page for all your audience, try specializing. Create a landing page for each of your buyer personas. For example, if your audience includes work-from-home moms and dads, have one landing page for moms and another for dads. Make sure that the landing page addresses your persona’s specific problem.

Alternatively, use dynamic landing pages to personalize the landing page copy. Dynamic landing pages change the message based on the keywords searched by the user or location or other metrics.

Design Your Landing Page For Conversion

For your visitors to follow through with your Call-to-action, ensure these landing page best practices:

  • Optimize the headline. Use keywords in your headline and highlight the benefit(s) that your visitor will get.
  • Add a subheading that adds more context to the headline.
  • Optimize the page copy. Use the page copy to show that you understand the reader’s pain points. Avoid marketing your business. Since your visitor landed on your page from a marketing campaign, they want to see how your product will solve their problem(s).
  • Use multiple CTAs (that achieve the same goal) If your landing page is longer than a mobile phone page. You can switch the labels for the CTAs with “sign me up,” then a “yes, I’m in,” then a final “send me my copy.”
  • Add social proof to your landing page. Talk about the number of users, show social media mentions, reviews or testimonials.
  • Remove all distractions like unnecessary words that don’t give your prospect any more reason to click your CTA. Also, remove navigation to other pages.
  • Design your landing page to be easy to skim through and get the message in 3 seconds. Keep your design simple, captivating and use colors wisely. Keep the color-blind users in mind.
  • Ensure your landing page looks good on different screens and loads quickly. Keep the mobile phone users in mind. Statistics show that over 50% of website traffic comes from mobile devices.

Introduce Changes, Test Results, Repeat. (A/B Testing)

Introduce a significant change, like rewriting the headline. Then track the landing page’s performance for weeks. Even after achieving your expected results, keep the test running longer. Sometimes flukes fool you into believing that you solved your problem.

You can run multiple tests simultaneously. Just make sure that you are introducing big changes, not small, timid changes. Create plans on the tests to run and your key performance indicators to measure success. Try the following tests:

  • Reduce the landing page copy by 50% or more.
  • Change the Call-To-Action. Try different compelling CTAs.
  • Switch the images.
  • Target different keywords.

Go into landing page marketing with the will to experiment. You gain the highest value from running tests and tracking the results. Your results and user habits will give you insight into how to optimize.

Landing page optimization will never end. You keep doing it over and over because your competitors never sleep. Run your tests, track the results and make big decisions. If your landing page is stuck at a conversion rate of 2%, despite your best efforts, invest in a digital marketing consultant.