Marketing Sherpa, an Internet marketing consulting firm, conducted a test for PETCO, the national pet supply retailer, in which a security logo was placed in different areas of a Web page. The results:

• Placing the logo on the top left, just below the PETCO logo, increased conversions 8.83 percent (over the page with no security logo).
• Placing the logo in the lower left corner of the navigation bar increased conversions by 8.15 percent.
• Placing the logo below the footer, in the lower right, increased conversions by only 1.76 percent.

A big benefit of Internet niche marketing is that small changes like these can be made and tested constantly, resulting in more leads and bigger profits. No matter how successful your site, there is always room for improvement.

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