What is conversion?

Published: 18.11.22Management
What is conversion?

In digital marketing, conversion refers to the process of turning website visitors into customers. This can take many forms, such as making a purchase, filling out a form, or subscribing to a newsletter. In this article, we’ll explore what conversion is, why it’s important, and how businesses can increase their conversion rates.

What is Conversion?

Conversion is the process of getting website visitors to take a desired action. This could be anything from making a purchase to filling out a form or signing up for a newsletter. The goal of conversion optimization is to increase the percentage of visitors who take the desired action.

Why is Conversion Important?

Conversion is important because it directly impacts a business’s bottom line. A higher conversion rate means more customers, which translates into higher revenue and profitability. Additionally, improving conversion rates can also help to improve customer satisfaction and loyalty, as customers are more likely to return to a website that offers a smooth, hassle-free experience.

How to Increase Conversion Rates

There are many strategies that businesses can use to increase their conversion rates. Here are a few key tips:

  1. Create a Clear Call-to-Action: Make sure your website has a clear call-to-action that tells visitors what you want them to do. This could be a button that says “Buy Now” or “Sign Up,” or a form that prompts visitors to enter their information.
  2. Optimize Your Website Design: A clean, user-friendly website design can help to improve the user experience and increase conversion rates. Make sure your website is easy to navigate, visually appealing, and optimized for mobile devices.
  3. Use Social Proof: Social proof, such as customer reviews and testimonials, can help to build trust with potential customers and increase their likelihood of taking action.
  4. Offer Incentives: Offering incentives, such as discounts or free shipping, can help to incentivize visitors to take action.
  5. Test and Measure: Continuously test and measure different strategies to see what works best for your audience. A/B testing can help to identify which variations of a website design or call-to-action are most effective.


Conversion is a critical aspect of digital marketing, as it directly impacts a business’s bottom line. By creating a clear call-to-action, optimizing website design, using social proof, offering incentives, and testing and measuring strategies, businesses can increase their conversion rates and achieve greater success in their online marketing efforts.

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Author Avatar Rafał Namieciński

Chief Executive Officer. Sets the direction of Firmao's development. Under his leadership, Firmao CRM has become one of the leading CRM systems in Poland. On the blog, he shares thoughts on the latest CRM industry trends, offers tips on implementing and using CRM systems.

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