When analyzing an Internet business, there is one single metric, or tool, that represents a leveraged power similar to that of the lever or pulley did in its time. Though this number may seem rudimentary or simplistic at first, a deeper analysis will reveal that the conversion rate measures many aspects of an Internet site, and that a strong conversion rate offers true leverage to the site owner. But there is more to the conversion rate than mere numbers. The conversion rate also reflects many qualitative aspects of an Internet site. Sites that are extremely slow or dragged down by site errors or timeouts will always have low conversion rates.
Frequent users value convenient sites, and they drive up conversion rates.
Perhaps the best example of convenience is Amazon's one-click service, where a user finds a book or another product and just presses one button to order. That kind of convenience lets users get in and out of a Website, and unquestionably enhances its conversion rate. People will click on clever ads but may not have an incentive to buy once they arrive at your site. Visitors driven by the wrong ads will have high click-through rates but low conversion rates. But ads that properly identify and entice customers in the right demographic will have extremely high conversion rates.