What is the purpose of your website?
Without at least one Goal, your website strategy meanders aimlessly.
Define at least one clear goal and track the number of visitors that reach that goal. Anyone who reaches the goal is a conversion. Measure the number of conversions against the costs of gaining those conversions.
You’ll also identify the drop-offs and blocks on your website that are reducing and/or preventing conversions i.e. affecting your conversion rate.