When port forwarding, NAT works by editing the IP address in the IP header of the incoming packet and then passing the packet on toward its ultimate destination, while maintaining a state table so that response packets and later packets in the same data stream go to the correct place. There are a few other things going on, but that's the part that is important to understand.
Think of NAT as taking an envelope from the "in" pile, slapping a new address label on it, and putting it in the "out" pile.
Just as the mailbox must be at the address described by the now topmost address label, the server on the internal network must listen to the IP address the router edits the IP header to point to.
Hence, when setting up a web server behind NAT port forwarding, configure your web server to listen to the internal IP address that the packets are being forwarded to.