Conversion is a term that describes the process of getting a website visitor to take a desired action. The desired action could be anything from filling out a contact form, making a purchase, or signing up for a newsletter. It generally involves turning a website visitor into a customer or lead.

Types of conversion

There are several types of conversion:

  1. Macro conversion: This is the primary goal of a website and usually involves a direct financial transaction such as making a purchase or signing up for a subscription.

  2. Micro conversion: This is a smaller, less impactful type of conversion that might be part of a larger goal. Examples include submitting a contact form or creating an account.

  3. Soft conversion: This is a non-financial conversion that serves as a stepping stone to the primary goal. It might be signing up for a newsletter or following a social media account.

Conversion rate

Conversion rate is the percentage of website visitors who complete the desired action. It’s an important metric because it measures the effectiveness of a website. The higher the conversion rate, the more successful the site is at getting visitors to take the desired action.

Conversion optimization

Conversion optimization is the process of improving the conversion rate by testing different aspects of a website such as design, copy, and call-to-actions. The goal is to identify what works and what doesn’t so that changes can be made to improve the overall conversion rate.


Conversion is an essential part of any online business or website. By understanding the types of conversion, conversion rates and conversion optimization, businesses can improve their website’s visitor-to-customer ratio and ultimately increase profit.

Enjoy the reading?

Subscribe to the newsletter and get a new article delivered to your inbox every week.