Conversion

A conversion is any action a website visitor takes that moves them closer to becoming a client or customer: filling out a contact form, requesting an audit, downloading a resource, or making a purchase. Conversion rate is the percentage of visitors who take that action. A site that generates traffic but not conversions typically has a messaging, trust, or architecture problem. A brand and site audit surfaces which of these is at play.

See also: UX · Site architecture · Brand audit