An online conversion is when someone takes the action you want them to take on your website. For some that means signing up for a newsletter. It can mean simply moving from page A to page B. For an insurance lead website, it probably means a visitor completing your questionnaire and requesting a price quote.

Improving your online conversion rate can be more important than increasing your traffic. If you get a 10% improvement in conversions, you can get more than a 10% increase in profit. This is because increasing conversions may not require increasing advertising costs.

I strongly recommend that everyone and anyone who wants to make money online, read Don’t Make Me Think by Steve Krug and Always Be Testing: The Complete Guide to Google Website Optimizer
by Bryan Eisenberg and John Quarto-vonTivadar. These two books can help you build a better website.

There is also a great free tool that can measure your successes and failures. You may have a dramatic improvement in your bottom line a very short time after you start using Google Optimizer.