Have you ever wondered why measuring and optimising a conversion rate is important? If so, you're not alone. For many online marketers the concept of measuring and caring about conversion rate for any given campaign online is still somewhat abstract. Why you might wonder? At least part of the explanation, we argue, is due to the long history of habits, methods and processes within businesses. Very few companies in the world have ever measaured conversion with regards to relations built and maintained at fairs, meetings and other forms of traditional marketing. Thus, there is very little inherent focus on the subject built into organisations worldwide.