Persuading your visitors to act in a particular way is what your website is all about. A website that is inefficient at persuading visitors to take the action that you want them to take is like a leaky bucket. Traffic fills up the bucket like water and then leaks out the holes. It only makes sense that you want to plug as many holes as possible.
Most websites suffer this fate. In fact the average website persuaders just 2% of traffic to take action; 65% of it's traffic leaks out the holes without seeing more than two pages.
Enhancing your website's conversion rate is the most valuable thing you can do to it. You'll change the economics of your online business overnight and turbo charge your online marketing programs.If your current conversion rate is around 2% (Australasian average), then you're losing 98 out of every 100 people who visit your website. Gone... possibly for good!
So, purely from an operational efficiency perspective, you'd want to focus on conversions simply because something is clearly underperforming. You would never tolerate a conversion rate like that from your physical storefront.
Most shops convert around 30 to 40 out of every 100 visitors! Beyond the blatant inefficiency of it, there's another good reason. A better reason - you'd focus on conversions because you will receive more sales from the same amount of traffic with no additional marketing expenditure.