The purpose of a website is to attract potential customers to do target actions.  For an online shop, an action might be selling a certain product.  For a services oriented company, it might be asking for further inquiries.   In Internet marketing terms, a trigger to a target action is called a “conversion”.  The “conversion rate” is the number of customers who did a target action divided by the total customers who visit the website.

In order to boost the conversion rate to increase the return on investment (this is the primary purpose we want a website, right?), we must build a clean and well-structured website to lead the potential customers to the target actions.

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