Let’s face it, in a world where almost every conceivable metric of analyzing your website traffic is available to you, the only metric that really truly matters is conversions. Click through rates, page views, time spent on site, number of pages read, entrance and exit points, abandonment; all of these metrics are fantastic, but if you’re not using them to improve your conversion rates, well then, you’re simply not using them.
Most people look at their website as a whole but in reality it is merely a collection of parts. These parts (web pages) are essentially individual steps—or stepping stones—that should lead your visitors to a specific goal: the conversion. If all of your steps are working properly, you should see an increase in conversion rates and sales. If your steps are broken or lead your visitors to the wrong thing at the wrong time, then you’re giving qualified visitors an opportunity to exit before the get what they came for.
In order to guide your visitors from the entry point to the conversion point, you need to pay attention to the steps along the way.