It doesn’t matter if you can reach 1,000,000 people if your copywriting can only convince 1 out of a million to take your desired action.  That’s only one sale.  It is ten times better to have a message that reaches 1 out of 10 people and give that message to only 100 people.  That means 10 will take your desired action.

Both are important.  The formula shows a plus sign between them, but that isn’t accurate.  It is actually a multiplication sign that should be there.  Each time you increase your traffic or your copywriting conversion ratio, you multiply your profits.

If you have 100 people visiting your web-site every day and a 1% conversion ratio on your traffic, you will be making 1 sale per day.  Let’s say that sale is worth $1.  You will be making $1 per day.

Let’s say you increase your traffic by doubling it.  Now you have 200 people a day reading the same message and 1% purchase so you have 2 sales per day.  Each sale is worth $1, so you are now making $2 per day.

Instead of increasing traffic, let’s say you improve your message so that 2% purchase.  You still have 100 people visiting the web-site, but 2 of them purchase every day.  You make $2.