A subscription snack box service counts a new sign-up as its main success. A customer signs up but cancels after the very first box and never orders again. Did that customer really convert?

A carpenter’s page has a strong customer testimonial and a clear price range, but both sit below where a phone screen cuts off before scrolling. What is the likely consequence?

A violin repair technician’s site gets 300 visitors a month, 2% of them book a repair, and each booking is worth $50. He has one week to spend on one of two projects: getting 60 more visitors at that same 2% rate, or making changes that raise his conversion rate to 4%. Working out the dollar gain from each, which project pays off more?

A pet portrait photographer figures out that a visitor to her site is worth $1.50. An ad platform is offering her clicks at 90 cents each. Based on that $1.50 figure, should she run the ads?

A boutique owner has a home page, a page about her return policy, and a page listing new arrivals. If she wants to know which of these is a landing page, what should she conclude?

An online cooking instructor is excited that the average visitor now spends four minutes watching her intro video, up from one minute last month. Before celebrating, what should she consider?

A tax preparer only tracks completed tax filings, which happen just a few times a month outside of tax season. Why might tracking only that number make it hard for her to learn what’s working on her site?

A nail salon owner already tracks booked appointments. She’s now debating whether to also track “how relaxing customers say the salon feels.” Does that belong on her list of conversions?

A car detailer’s site gets 1,000 visitors a month, and 3% of them book an appointment. How many bookings does that add up to in a month?

A florist feels confident her shop is doing fine because nothing bad has happened lately — no angry calls, no empty shelves. What’s the problem with treating that as proof things are going well?