What is a conversion?

The idea of a ‘conversion’ comes from the concept of ‘converting’ a website visitor to a paying customer. But for most of us, it’s now a broader description of simply getting the website visitor to do something. So a ‘conversion’ might be completing an enquiry form, phoning for more information or signing up for email updates. It might even just be interesting the visitor enough to click on the printable data sheet or brochure accompanying the page.

Some of these – such as the prospect making a phone call – are harder to measure than others. But almost every page on our websites should have a conversion in mind. You’ve got them to this page. They’ve read it. Now convert them into someone more valuable than a visitor who came, went and did nothing. How many of your website pages make a good attempt to do this?

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