Conversion Optimisation
Conversion Intent
Plain English
How likely someone is to convert.
Definition
glossaryConversionA conversion is any action a user takes that aligns with a defined goal, such as making a purchase, signing up, or completing a task.Open glossary term glossarySearch IntentSearch intent is the underlying goal or purpose behind a user’s query, such as finding information, making a purchase, or navigating to a specific site.Open glossary term describes a user’s likelihood or readiness to complete a desired action, such as making a purchase or signing up.
In practice
Inferred through glossaryBehaviourBehaviour refers to how users interact with a system, including actions, patterns, and responses.Open glossary term like repeated visits, product views, or glossaryInteractionInteraction refers to any action a user takes within a product and how the system responds. It includes clicks, taps, gestures, and inputs that drive the user experience.Open glossary term with key content.
In context
It is worth reading from glossaryBehaviourBehaviour refers to how users interact with a system, including actions, patterns, and responses.Open glossary term rather than declared interest. Someone comparing two pricing pages is closer to buying than someone who ticked a box saying they were interested.
The reality
glossarySearch IntentSearch intent is the underlying goal or purpose behind a user’s query, such as finding information, making a purchase, or navigating to a specific site.Open glossary term isn’t always explicit - it has to be interpreted from glossarySignalsSignals are data points or triggers that indicate changes in user behaviour, context, or external factors.Open glossary term and glossaryBehaviourBehaviour refers to how users interact with a system, including actions, patterns, and responses.Open glossary term.
Compared with
Conversion Intent vs User Intent
glossaryUser IntentUser intent is the underlying goal or reason behind a user’s action, search, or interaction.Open glossary term is what someone is trying to do, including researching with no plan to buy. glossaryConversionA conversion is any action a user takes that aligns with a defined goal, such as making a purchase, signing up, or completing a task.Open glossary term glossarySearch IntentSearch intent is the underlying goal or purpose behind a user’s query, such as finding information, making a purchase, or navigating to a specific site.Open glossary term is specifically the readiness to complete your goal action. Most traffic has the first and not the second.
FAQ
Common questions
A few practical answers to the questions that usually come up around this term.
What is conversion intent?
glossaryConversionA conversion is any action a user takes that aligns with a defined goal, such as making a purchase, signing up, or completing a task.Open glossary term glossarySearch IntentSearch intent is the underlying goal or purpose behind a user’s query, such as finding information, making a purchase, or navigating to a specific site.Open glossary term is how likely a user is to complete a desired action.
How do you identify conversion intent?
By analysing glossaryUser BehaviourUser behaviour refers to how users interact with a product, including actions, patterns, and decision-making processes.Open glossary term and glossaryInteractionInteraction refers to any action a user takes within a product and how the system responds. It includes clicks, taps, gestures, and inputs that drive the user experience.Open glossary term glossaryPatternA pattern is a reusable solution to a design problem that recurs across products and contexts. It captures an approach already shown to work, so a team solves the problem once rather than every time it appears.Open glossary term.
Why is conversion intent important?
It helps prioritise users who are more likely to convert.
What signals indicate high conversion intent?
Repeated visits, product views, and glossaryEngagementEngagement refers to how users interact with a product, content, or experience, including actions like clicks, time spent, and interactions.Open glossary term with key content.
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