Why it matters
Traffic is expensive and conversion is a multiplier on all of it, paid and organic alike. Businesses habitually spend more to widen the funnel while leaks stay unfixed. The same money spent on conversion work often buys more revenue, permanently.
How it works
Divide conversions by visitors, but segment before you conclude: rates differ wildly by source, device and intent, and a blended number hides all of it. Most conversion problems are found by watching real users hesitate: unclear offers, hidden prices, forms that ask too much, pages that load slowly on phones.
What to do about it
Define the one conversion that matters per page type, measure it by traffic source, and fix the leaks you can watch happening. Then, and only then, buy more traffic.
