Conversion Optimisation
Conversion
Plain English
When a user does something you want them to do.
Definition
A conversion is any action a user takes that aligns with a defined goal, such as making a purchase, signing up, or completing a task.
In practice
Defined based on business goals and tracked to measure glossaryPerformancePerformance refers to how quickly and efficiently a system responds to user actions and processes tasks.Open glossary term and success.
In context
The definition is a strategic choice disguised as a technical one. Counting newsletter sign-ups as conversions produces a very different glossaryRoadmapA roadmap is a strategic plan that outlines the direction, priorities, and timeline for a product or initiative. It communicates what will be delivered and why, rather than just listing features.Open glossary term from counting only paid orders.
The reality
Not all conversions are equal - focusing on the wrong ones can give a false sense of success.
Compared with
Conversion vs Micro-conversion
A conversion is the goal action: a purchase, a booking, a sign-up. A micro-conversion is a step towards it, like adding to basket. Micro-conversions diagnose where journeys break; only the macro one pays.
FAQ
Common questions
A few practical answers to the questions that usually come up around this term.
What is a conversion?
A conversion is when a user completes a desired action.
What are examples of conversions?
Purchases, sign-ups, downloads, or form submissions.
Why are conversions important?
They show whether a product or glossaryServiceA service is a component or function that performs a specific task within a system.Open glossary term is achieving its goals.
How do you define a conversion?
By identifying key user actions that align with glossaryBusiness ObjectivesBusiness objectives are specific, measurable goals that an organisation aims to achieve over a defined period.Open glossary term.
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