What is a Conversion?
A conversion is any desired action a user takes on a website, ad, or landing page. It’s the “goal” of a marketing campaign. What counts as a conversion is defined by the marketer.
A conversion is a count of actions. Common examples include:
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Making a purchase
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Submitting a contact form
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Subscribing to a newsletter
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Downloading a whitepaper
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Calling the business
The “Who, When, and Where”
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Who tracks Conversions: Digital marketers, website analysts, and business owners track conversions. They are the people responsible for turning website traffic into tangible business results.
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When are they tracked: Conversions are tracked in real-time, 24/7. This continuous monitoring allows marketers to see exactly how a campaign or website is performing at any given moment.
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Where are they tracked: They are tracked on websites, landing pages, and apps. The tracking itself is set up inside analytics platforms like Google Analytics, which records when a user completes a pre-defined “goal.”
Significance
Conversions are the actions that drive business results. While traffic (impressions, clicks) is important, conversions are what turn a visitor into a lead or a customer. Tracking conversions is essential for calculating ROI and understanding user behaviour.
How to Improve Conversions
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Write clear and compelling Calls-to-Action (CTAs).
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Simplify forms to reduce friction.
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Improve website speed and mobile responsiveness.
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A/B test headlines, images, and button colours on landing pages.
References