Conversion rate is one of those concepts that people often misunderstand, especially when determining whether they should be happy with their current rate or not.

If you’ve done much reading you’ve probably come across experts who tell you that 2% is a good conversion rate and that you should be happy if you reach that number. And while 2% certainly isn’t a bad conversion rate, there’s more to the picture than just that one number.

Whether you have reached 2% currently or not, here are some reasons you should continually strive to improve your rates with conversion rate optimization.