Building a website can be simple, but building an effective website is a whole different topic. To be effective a website must achieve its goal – too many, though not all, this goal is a financial objective of generating sales (or perhaps, leads). Either way, that goal is very definitive and quantifiable and is referred to as a conversion. If you sell a product, a conversion occurs when a customer initiates and completes a sale. Now, many potential customers will come to your site, but only some of them will become conversions.