The word 'where' refers to both online and offline locations. Directly from personal interactions with my SEO clients, i discovered that majority of Nigerian business/website owners do not know either the volume or sources of their traffic. While discussing SEO, all they know and want is higer ranking in Google. What they do not know is the difference between keywords and traffic from Google.com, Google.co.uk or Google.com.ng. Thus, whether your website is meant to generate online or offline sales, the sources of the traffic matters more than volume. This is one of the reasons for low, average or high CR.