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Don't Disregard Small SEM Gains

Big things come in small packages -- even when it comes to conversions. Sometimes incremental gains are better than a big bang. Just ask Danny Iny, who explains just how beneficial small, incremental gains can be. Iny starts by defining macro and micro conversions, outlines the differences, and reminds us that every step a consumer takes across a brand's Web site before closing the browser window or jumping to another site should be considered a positive move.

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