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conversion

kun-VER-zhun /kənˈvɜːrʒən/

nounB2GMATTOEFLIELTS

BusinessMarketing

The process of changing or causing something to change from one form to another; in sales, turning a lead into a paying customer.

Conversion is the 'moment of truth' in the sales funnel where a potential interest becomes a concrete financial transaction.

The story behind the word. From 'com-' (altogether) and 'vertere' (to turn). It originally had strong religious overtones, referring to a change in belief. In business, it describes the 'turning' of a person's mind toward making a purchase.

Word relationships

transformation: Transformation is a general change in appearance or character; conversion is a specific change in status (e.g., from lead to buyer).
turnover: Turnover usually refers to the total amount of business done; conversion is the rate of success per lead.

Commonly confused with

diversion: A diversion is a distraction or a change in path; a conversion is a change in state or status.

Word family

convert (verb): To change something into another form or state.
converter (noun): A device or person that converts something.

Collocations

conversion rate
lead conversion
optimize conversion
sales conversion

Example sentences

"By simplifying the checkout process, we saw a 20% increase in our website's conversion rate." Analyzing website performance.
"The goal of the email campaign isn't just clicks; it's conversion." Discussing the goal of a marketing campaign.

Memory hook

Think of 'Convertible car'. You are 'converting' the roof from closed to open, just as you 'convert' a lead from a 'no' to a 'yes'. Turn a 'no' into a 'yes'.

When not to use

Avoid using 'conversion' in sales if you are referring to a change in physical state (like ice to water) unless the context is clear.

Fun facts

In American football, a 'two-point conversion' is a play attempted after a touchdown to earn two extra points instead of one.