A show of hands … how many of you measure how often good customers visit your website, on a monthly basis?
I know, I know, the percentage of affirmative responses is under 10%.
Go measure active visitors on a monthly basis. If these folks are visiting an average of ten times a month, then why in the heck are you obsessing about optimizing conversion rate? Seriously, why? The customer is coming back every third day … do you care if the customer converts today or Saturday? No. You just care that the customer converts this month.