Definition
Conversion describes the moment when a website visitor takes a specific action that aligns with a business goal, such as submitting their details, making a purchase, or subscribing to updates. This metric is central to understanding how successfully marketing and sales efforts lead to valuable user outcomes.
Why Use
- Measures how well marketing turns interest into action
- Identifies high-performing channels and touchpoints
- Highlights where users drop off in the process
- Guides data-driven strategy improvements
Core Concepts
- Conversion rate as a percentage of total visitors
- Calls to action (CTAs) prompting user decisions
- Landing page design and optimisation
- Lead qualification and tracking
- User funnel stages guiding progression
Examples
If 500 users visit a landing page and 25 complete the sign-up form, the conversion rate is (25/500)*100=5%. This means 5% of visitors became leads.
Common Pitfalls
- Tracking too many or vague actions as conversions
- Ignoring user journey nuances and barriers
- Neglecting mobile or accessibility optimisation
See Also
See also Conversion Rate, Lead, Landing Page, and Funnel for related concepts.
