Conversion
Conversion
A desired goal or outcome achieved by a user on a website or app
In Simple Terms
A conversion is the "goal" that a website owner is aiming for. For an online store, it might be "completing a sale"; for a company's website, it could be "receiving an inquiry." It's the term for when a visitor takes exactly the action you were hoping they'd take.
Behind the Name
The word "conversion" literally means a change or transformation. In marketing, it captures the shift from someone simply browsing a website to taking an action that's valuable to the business — like making a purchase, filling out a form, or requesting a brochure. That change in user behavior is where the term gets its name.
Take a Closer Look!
Conversion refers to when a user takes an important action — one that the site or app operator has defined as a key goal — on a website or app.
It's a common marketing term and is often abbreviated as "CV."
What counts as a conversion varies depending on the site's purpose.
For an online shop, it might be "completing a purchase"; for a video streaming service, "signing up for a paid plan"; for a company website, "downloading a brochure" or "submitting an inquiry."
In marketing, how many conversions you achieve is a critical measure of success.
No matter how many people visit your site, if those visits don't lead to conversions, the business isn't generating real results.
That's why website teams are always thinking about how to increase conversions.
They test button colors and placement, sharpen product descriptions, and continuously refine the experience to help users reach their goal.