Conversion: What Is a Conversion?

A conversion occurs when a visitor to your website completes a desired goal, such as filling out a form or making a purchase. The percentage of total visitors that convert is called your conversion rate. Depending on your site's or business's goals, conversion types might include:

  • Online sales
  • Leads
  • Email signups
  • Form completions

In order to track conversions, conversion rate, and cost per conversion, you need to make sure to use conversion tracking.

Conversion rate optimization, or CRO, is the process of improving your conversion rate. A/B testing or split testing is one of the techniques used to test and monitor the conversion performance of different landing pages or ads. It helps to identify which elements on your ads and pages optimize your online conversion rate. For example, you might test different headlines, buttons, calls to action, or images on your landing pages to see which variations lead to more conversions.