Whether you buy into it or not, there's a lot of recession talk in the news today. Marketers and business owners consider curbing spending during a recession, which means that there's often less to spend on online marketing.
There's an easy way to improve your online sales to compensate for the lack of marketing spending. Recession proof your online marketing by focusing on your web site's conversion rate. Whether your web site generates leads or sells goods/services, every web site could benefit from improving conversion rates.
It could be your web site's usability or just your e-commerce checkout flow, but I'd be hard-pressed to name a site that can't squeeze an additional 10% of revenue from the site by optimizing it.
Also, search engine optimization is a good way to improve your web site's long term position in search engines, giving you free traffic over time.