If you are not willing to pay that price, then you shouldn t even start to promote to those prospects. In the infomercial business it is not uncommon for buyers to have 7 to 10 viewings prior to making the decision to call in and buy. You must know precisely who you are marketing to, what their desires are, and you must resolve to connect with them again and again and again, until they prove they are not a prospect, or until they see that you have the best solution for their pressing problems. Timing is also a crucial factor. Christmas trees sell best the month before Christmas and Red Cross donations skyrocket during times of crises.
Testing is an ongoing process.
The point is that you cannot guess what your market will buy. You must demand the maximum return from every marketing dollar you spend. Testing is what tells you where to demand more. It only makes sense to test different ad approaches and maximize your investment. Ineffective web sites-are terribly boring, dull, and uninteresting.