The term conversion refers to the desired action a visitor takes on a website or application, which contributes to the achievement of the company’s business objectives. This action can vary depending on the specific objectives of the marketing campaign or strategy and may include:
- Purchase of a product or service: one of the most common and desired conversions is a direct purchase on an e-commerce site.
- Registering for a form: includes signing up for a newsletter, creating an account, or registering for an event.
- Downloading content: downloading an e-book, report, software, or any other resource offered by the site.
- Requesting information: filling out a contact form or requesting a quote for services.
- Participating in a survey: completing a survey or participating in market research.
- Interaction with specific content: clicking on an ad, watching a video, or participating in a social media campaign.
Conversions are critical because they allow you to measure the effectiveness of digital marketing strategies. Through various analytics tools, marketers can track and analyze conversions to better understand user behavior, optimize campaigns, and maximize return on investment (ROI).
In resume, a conversion in digital marketing is any desired action that users take that benefits the business’s commercial objectives.
