Conversion refers to the process of converting a website or app visitor into a customer. It is typically measured as a percentage of the total number of visitors who take a specific action, such as making a purchase, filling out a form, or subscribing to a service. The action that a website or app is trying to convert visitors into taking is often referred to as a "conversion goal".
The significance of conversion is that it is a key metric for measuring the effectiveness of a company's online marketing efforts and the user experience of its website or app. High conversion rates can indicate that a company's marketing strategy is effectively reaching and resonating with its target audience, and that its website or app is user-friendly and easy to navigate.
A common use case for measuring conversion is in e-commerce, where companies track the percentage of website visitors who make a purchase. This information can be used to optimize the checkout process and improve the overall user experience of the website.In the lead generation, a company's website can be optimized to increase conversion rates by improving the forms and calls-to-action to make them more visible and user-friendly, and by creating targeted landing pages that speak directly to the needs of specific groups of visitors.