conversion
kuhn-VUR-zhuhn
/kənˈvɜːr.ʒən/
The point at which a recipient of a marketing message performs a desired action, such as making a purchase or signing up for a newsletter.
In marketing, it specifically means turning a 'looker' into a 'buyer'.
The story behind the word. From 'con-' (altogether) and 'vertere' (to turn). It originally meant a spiritual change of heart. In business, we use it to describe the 'turn' from a stranger into a customer.
Word relationships
- acquisition: Acquisition is the act of getting a customer; conversion is the specific moment they change status.
- abandonment: When a user leaves a process (like a shopping cart) before converting.
Commonly confused with
- engagement: Engagement is interacting with a brand; conversion is completing the final goal.
Word family
- convert (verb): To change from one form or status to another.
Collocations
- conversion rate
- optimize conversion
- sales conversion
Example sentences
- "Our website traffic is high, but our conversion rate is low, meaning people are browsing without buying." E-commerce performance.
- "The goal of this landing page is to drive conversion for our new webinar series." Digital marketing.
Memory hook
You 'convert' a lead into a leader of your sales chart. Turning a browser into a buyer.
When not to use
In general English, it often refers to religion or units of measurement; ensure the context is business-related.
Fun facts
- The 'Conversion Rate' is often considered the most important metric in digital advertising.
Related words
Explore more words
transform, transition, monetization, Convertibility, transaction
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