The point is that different people are looking to complete different actions on your website, any one of which could be considered a conversion - completing a contact form, making a phone call, signing up for a newsletter, liking your Facebook page, forwarding a page to a friend, etc. Likewise each individual conversion funnel carries its own potential for exit and bounce; it is these two factors that testing and re-design can lower. Once you know what people are looking for you can think about what you are going to change on your page(s) in order to make things easier for them. The list of potential design changes is huge, from reordering your navigation and improving your contact forms, to making subtle tweaks to headline text or changing a particular image. Get the full story at Travel Market Report Read also "Seven things you can do when your conversion funnel sucks" at Search Engine Journal