Conversion: what it is, how it is measured, and why it matters in marketing
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In any marketing strategy, a conversion is the transformation of a visitor or contact into a user who takes a specific action, consistent with the goals of the business. Depending on the business and the type of site, a conversion can be completing a purchase, signing up for a newsletter, downloading a resource or contacting for information request. It is therefore a concept that refers to concrete and measurable actions, thanks to which we can concretely determine the success or failure of our campaigns: in fact, the analysis of conversions and the flow that enabled these actions can help us achieve marketing goals and improve the effectiveness of future efforts. So let’s delve into what conversions are, but more importantly how to mea