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Conversion

kuhn-VER-zhun /kənˈvɜːrʒn/

nounC1GRETOEFLIELTS

neutralbusiness

The process of changing or causing something to change from one form to another; in marketing, the action of a user completing a desired goal, such as making a purchase or filling out a form.

In marketing, 'conversion' is a critical metric, representing the successful transformation of a potential customer (a lead or visitor) into an actual customer or desired action-taker.

The story behind the word. The word 'conversion' comes from the Latin 'conversio,' meaning 'a turning around' or 'a turning about.' It's derived from 'con-' (together, with) and 'vertere' (to turn). This root perfectly captures the essence of conversion: a 'turning' from one state or belief to another, or, in marketing, a potential customer 'turning' into a buyer.

Word relationships

Transformation: Broader term for a significant change in form or nature.
Shift: A slight change in position, direction, or tendency.
Metamorphosis: A complete or fundamental change in form or nature.

Stagnation: Lack of activity, growth, or development.
Maintenance: The process of preserving a condition.

Word family

convert (verb): To change the form, character, or function of something.
convertible (adjective): Able to be changed in form, function, or character.

Collocations

conversion rate
lead conversion
sales conversion
conversion optimization
high conversion

Example sentences

"Optimizing the website's checkout process significantly improved our conversion rate, leading to more sales." An e-commerce analytics report.
"His conversion to a new faith was a profound and life-altering experience." A religious discussion.
"The conversion of raw materials into finished products is a complex industrial process." A manufacturing process.

Memory hook

Con-VER-sion: Think of 'VERt' (turn) – you 'turn' a lead into a sale, a 'CONversion'. Turning into something new.

When not to use

Do not use 'conversion' for a general change without a specific, measurable goal, especially in a business context.

Fun facts

In digital marketing, common conversion goals include signing up for a newsletter, downloading an e-book, or adding an item to a cart.