Depending on the number, those “You are the umpteenth visitor to this site” counters displayed on many home pages can be impressive, especially if it’s your site. Trouble is they’re the Internet equivalent of someone peeking in the door to your business, then walking away. The real key to your site’s success lies in increasing conversion ratio, which tells you how many people actually do something after they’ve stuck their head in that door. Calculating the ratio is simple. Just divide the number of customers who complete a transaction on your site by the total number of visitors to it. The result is likely to be a depressingly small number averaging around 2%. But there are ways of increasing the conversion ratio to upwards of 5% or even more, assuming you know people with the knowhow to do it.