Business owners that are utilizing the web should have a clear cut goal in mind for the traffic that finds itself onto their website. This is what is known as a conversion and can take many forms. This may include a sale, a subscription to a newsletter, or navigation to a certain area of the site. Goals are important to realize for any business plan or strategy, and it is no different on the web.
Once you have set aside a goal you would like your users to complete, it is time to optimize your website to facilitate as many of these conversions as possible.