For many businesses the sole purpose of their websites are to create leads. If you have successfully designed your sight so that it is effectively generating leads, then the next thing you are going to want to know is how well does it convert these leads to actions. This is where conversion rate optimization comes into play.
The art of conversion rate optimization relies very heavily upon access to quality web analytics and an understanding of what those analytics measure and mean. A business should view its website as something that needs to constantly evolve, and consistent monitoring and optimization of a sites conversion rate is imperative if maximizing revenue is the end goal.