marketing
Conversion
Any moment a prospect takes a meaningful action - signing up, buying, requesting a demo.
Definition
A conversion is any defined goal action - form submit, signup, purchase, demo booked. Different stages of the funnel have different conversion definitions: visitor-to-lead, lead-to-MQL, MQL-to-SQL, SQL-to-customer. Each one is a conversion event. Tracking conversions cleanly (not just clicks or sessions) is the foundation of marketing measurement. A campaign that drives traffic but no conversions is failure.
In your business
- →Define your primary conversion event (usually demo booked or trial signup)
- →Track conversion rate at every funnel stage, not just the final purchase
- →A/B test the highest-traffic conversion point first - biggest leverage