The concept of ‘website conversion’ is tied to the idea of “response rate” in the Direct Marketing industry. Simply put, the conversion rate of your website measures how well you persuade your visitors to take the action you want them to. This is normally measured as a percentage, so if out of every 100 visitors to your website 3 buy your product, you’ll have a conversion rate of 3%.
Experience and simple arithmetic show that it is more beneficial to try and improve your conversion rate than to increase website traffic. In other words, if you want to double your sales, try doubling your conversion rate rather than your traffic.