segmenting our visitors and personalizing information for them, we are much more likely to appeal

Ideally it should be the only element of that color inside the body of the page.

macro conversions that are the most important

If you were to tune only for a higher conversion rate, you could achieve that by pushing low-margin and low-cost products that people are more likely to buy. But this would not necessarily result in the highest profits.

Place prominent sharing options on the page, allowing people to announce that they have purchased a particular item (from you!) on common social networks.

increase the chances of the visitor completing the sign-up form is to restate the benefits of signing

remove choice and simplify the transaction process.

Other cultures (such as German or Scandinavian) prefer a direct and explicit mode of communication.

Identifying and fixing these problematic entry pages will give you the biggest kick-start in helping to optimize your website.