I think it's known as your conversion rate, right? Comparing the number of clicks (or visits) to the actual number of orders you get? I saw a small business counselor and he suggested that I get find out how many orders I get compared to clicks. I see that it might be useful but exactly what will that help me figure out?

so, what don't you get about

(orders/visits)*100 = conversion % rate ?

I don't have a question about the conversion rate formula. But once I actually get that number, how do I actually use that to improve my website?

It's called marketing and optimising.

You improve the content of the site to increase the conversion ratio. (Optimising)

AND

You target your marketing efforts to get more qualified visitors to the site, rather than disinterested visitors.

Okay. That steers me on the right track a little more. I figured I needed to provide more product images, better description, and better navigation to improve the conversion rate. Thank you for your advice.