Yes, that is exactly right. Zero percent of infinite traffic is still zero income. The higher you can drive conversion percentages the more profit you can generate from the visitors you do have. Once you start converting better THEN you can focus on getting more traffic.
Internet Strategist @GrowMap´s last blog ..Select Keywords First to Make Your Content Easy to Find

Yes, relevant content on an attractive on a site that is easy to figure out is the best way to increase conversions. Many sites lack upgraded search (or even have no search at all) and are usability tests. Too bad they can’t seem to figure out how important it is to improve sites to increase conversions.

Have you seen Dr. Pete’s excellent new tool the Usability ROI calculator at http://www.usereffect.com/topic/new-tool-usability-roi-calculator?

The converting site generated the vast majority of their sales from one particular product line. That line was even more heavily affected by the redesign because the new site did not have the functionality the original custom site had.

Specifically, buyers needed to be able to select multiple different types of a particular style of this item. The original site left them on the page as they added items to their cart making it simple and obvious.

The new site dumped them out to the home page when they selected “continue shopping” after adding each item to the cart. Finding their way back to that item was seriously painful if they could do it at all.

The business owner appeared to see that new site built by a company that was the platinum sponsor at the Internet Retailer Conference that year as hitting the big time and was unwilling to sacrifice “making it” there.

To save the business by reverting to the old site or to admit that this new site had many SERIOUS issues in spite of the company that built it – or because of that – was simply not something the owner was willing to do.

What had been a growing company with four employees ended up being run by the owner part-time because another job was necessary to support the new site with an overhead five times higher and sales 70% lower.

The other moral of this story is small businesses should work with small companies that understand that taking two months to resolve problems is long enough to put you out of business.

Companies used to working with corporations are used to moving at a snail’s pace and are highly unlikely to be responsive to serious concerns or to expedite solutions to problems they caused and should have known better than to create in the first place.

InternetStrategist’s last blog post..Promote Your Business Without Cash

People have a hard time grasping the idea of the sunk cost.

Once you’ve spend the money, the money is gone. If you find the that thing you got for the money is worthless or, as in the case above, actually costing you more money the need to scrap it is obvious.

“Sticking with it” when the original decision was the wrong one is like stomping on the gas when you realize you’ve hit a dead end.