Conversion rates need context. Ensure that you examine your aggregate, site-wide conversion rate first. Then compare that across channels. For example look at the conversion rate of traffic driven by SEO, Facebook PPC, or AdWords PPC. This will provide you with the information you need to know to make decisions about traffic quality. Are your campaigns targeted well? Is your landing page effectively designed? Is your copy and messaging resonating with the target audience. Don’t forget to examine conversion rates in the context of bottom-of-the-funnel outcomes. For example, if you’re looking at web conversion rates for a demand generation campaign that involves sales people, examine the close rate and sale performance metrics in the context of your web conversion rates across cohorts, segments, or channels.