In business and marketing contexts, conversion pertains to the desired action that a company aims for a customer to undertake on their website or landing page, such as completing a form, making a purchase, or subscribing to a newsletter. The percentage of visitors who carry out this desired action is termed the conversion rate.

Brands heavily rely on advertising and various customer outreach channels like email, SMS, and push notifications to stimulate conversions as part of their broader engagement, retention, and monetization strategies.

By diligently tracking conversions, brands can gain deeper insights into the factors influencing their customers’ behavior and understand how individuals in their audience are progressing along their customer journey.

It’s essential for brands to monitor the uplift in conversion rates to gauge the effectiveness of their marketing campaigns. A higher conversion rate indicates better performance of the marketing campaign overall.