In only the last five years, there have been more than three billion web pages created by corporations around the world. Yes, that's right - three billion.

Many of these sites remain untouched, unmeasured and untested. This represents a huge opportunity for enterprising companies because there is nothing easier and more cost effective than changing, testing and improving a web site. It's extremely cheap and quick to track and change a web page, and your employees or you don't need any special training to uncover which web page performed the best on your entire site.

Still, almost all web pages are rarely changed. The average web site stays up for forty-four days! In Internet time, forty-four days might as well be never. A web page really ought to be modified every one to two days, because at the end of the day it is essentially a direct marketing medium that allows your company to put forward offers in real time. As any direct marketer would tell you, leaving a page untested and untouched for forty-four days is costing you money and opportunities.

If your company is paying fifty cents to get one person to go to your home web page one time (this is a conservative estimate), then ten thousand visits will cost you $5000. Assuming that 20 percent of the people who visit your home page go to the next page (2000 people), and 3 percent of those people become customers (60 people), with a lifetime value to your business of $100. The company is making a net loss every day of $1000.

Now if you started to test and measure those two pages only, the traffic flow to the next pages might increase, subsequently increasing the number of purchases per day. The result would be that without any increased marketing, adjusting and improving these two pages has the potential to contribute millions of dollars worth of profit each year. The only cost to your business is an hour a day of someone's time for a month. In this light, how can you afford not to be testing and constantly evolving your website?