Talking to small business owners about their website’s conversion rate sometimes has a strange effect – I call it the “conversion aversion” – because they freeze up and try to change the subject as quickly as possible.

It’s not that they don’t want more customers or to grow their business. The reaction seems to stem from an aversion to anything math or analytics-related.

But conversion isn’t about numbers and analytics (although they give you some useful information) –  it’s about the psychology of your visitors, prospects, and customers.