Overall traffic means nothing with a low conversion rate. That's the one key number your analytics need to revolve around. It may mean slightly different things depending on your business model. Traditionally, the conversion rate refers to how many people come to your site and then make a purchase. In today's world, it starts with product purchases or service purchases, but conversions may also include completing forms, providing contact information, interacting with your website on a meaningful level, sharing information on social media or downloading content, whether that content is free or sold as a product itself.