Visitor count alone rarely tells the full story of how well a site is performing, since a page can pull in plenty of traffic and still fail at its actual job. Conversion rate is the metric that closes that gap: the share of total visitors who complete whatever action the page exists to drive, calculated by dividing conversions by total visits.
What counts as a conversion depends entirely on the site. Purchases matter most to an e-commerce store, subscriptions matter most to a forum or newsletter, and a completed booking form matters most to a service business, so the same traffic number can represent very different levels of success depending on what it converts into. A page with modest traffic but a strong conversion rate can outperform a much busier page that fails to turn visitors into anything, which is why conversion rate is usually read alongside traffic rather than instead of it: a healthy business generally needs both working together, not one propping up a weak version of the other.
