Conversion Architecture is basically ensuring that visitors to your website have as easy and stress free experience as possible.  There are lots of ways you can do this and it’s always best to start out in the right way rather than having to go back an revisit your website once you have put in lots of effort up front.  So when designing a website we obviously need to focus a lot of energy on design, look and feel, branding etc.. but this cannot be to the detriment of converting visitors into customers.