The document discusses how to increase sales per visitor (SPV) on a website. SPV can be improved by getting more visitors through advertising and tracking conversion rates. Conversion rate is the percentage of visitors that make a purchase. Ways to increase SPV include adding new web pages, products, testing page updates, adding audio, testimonials, and content to existing pages and sales letters. Providing more words, pages and free products helps customers and increases the sign up conversion rate, which is the percentage of visitors that provide their email for follow up marketing to make a sale. SPV and sign up conversion rates between 1-10% and 10-33% respectively are considered good.