Conversion
Conversion and UX
Conversion and UX
A conversion is an action you defined as valuable: an enquiry, purchase, download or phone call. The conversion rate is the share of visitors who take it.
Separate primary conversions (revenue or a real enquiry) from micro conversions (newsletter, price list download, video completion). Both are useful, but only the first pays the bills.
A conversion rate without context says little. Calculate it per channel and per page: an average of 2% can be 6% from email and 0.4% from display.
Related terms
- CROCRO is conversion rate optimisation: getting more out of the traffic you already have through research and experiments.
- Call to actionA call to action is the button or line that moves a visitor to the next step: request a quote, call, add to cart, book a call.
- FunnelA funnel is the model describing the path from unknown visitor to customer in steps, with a share dropping off at each step.
- Landing pageA landing page is where a visitor arrives from an ad, email or search result, focused on one question and one action.