Driving traffic to a website is not the primary objective of promoting a website, to get proper return on Investment, conversions are important. A truly marketing website should have the essence to convert 100 % of its traffic into approved sales leads. There are few good online resources available on how to increase conversions by different page layout, design, attractive ad copies and good contents etc. Other than these there are many areas which are to be taken into consideration. You can take a look at this article here http://www.sherpastore.com/RevisedLandingPageHB.html I would be glad if you can suggest some free resources and articles on how to increase conversion. Cheers