The #1 goal of any business should be to grow profitable sales and leads, especially online. Yes, I do agree that Conversion is a main issue to think about when trying to increase the overall income for your site. You can develop more traffic by develop greater conversion rates for affiliate programs and contextual ads.

In this business world, if you can answer this question "What’s going to make my visitors come back?" Always think from your client side, know their need, fulfill it.
Finding the answer to this question is essential for success in every level of business.