Think about it. When you need to find a particular kind of store, check out pricing and find out its location, where do you look? You very likely search online—and the businesses that have easy-to-find and easy-to-use websites are the ones that get your business.
In a perfect world, conversions would flow like fresh spring water. But in real life, you need to guide your visitors toward a single call to action with a combination of persuasive design and psychological triggers.
Your website is bound to attract many people. Some of them are potential customers while some are just visiting your website. But everyone who visits your website can convert into a potential customer if you use the right metrics to optimize them