Site conversion is both a simple and complex parameter. Simple, because the idea is very easy to understand: site conversion clearly demonstrates its effectiveness in terms of the percentage of visitors who did what the site owner wanted them to do: view the content, buy a product, subscribe. At the same time, the desired conversion is a rather difficult result to achieve. Ratio improvement can only be achieved by hard work, constant trend monitoring, and, of course, split testing. It takes a lot of time, but it is much better to spend time analyzing the probability of conversion and subsequent timely changes than to spend a lot of time and resources to create a site as a piece of art that no one looks at in the end.