The conversion rate measures the percentage of users who meet the objectives. For example, who buy, fill out a budget request, download the catalog.
Amazon have one of the best conversion rates, 14%. An e-Commerce webshop usually has a conversion rate of 1%. It depends on each sector and we must compare ours with our competition.
Once we know the conversion rate, the next step is to optimize it using CRO (Conversion Rate Optimization) techniques through the analysis of the best practices and modifications on the site (design, usability, user experience, etc). Once we have optimized our conversion rate, we are prepared to invest in attracting more traffic in a profitable and efficient way, thus reducing the opportunity cost.