Within the world of digital marketing, conversion refers to any desired action performed by a brand’s intended audience. In simplest terms, a conversion is anytime someone says “yes” to the call to action included in marketing messaging.
For example, if social media users are presented with an ad for a tshirt, clicking through the ad is considered a conversion. If, when they go to the website or app selling the t-shirt and are presented with an opportunity to sign up for emails for a promo code, entering their email would also be considered a conversion. If they then use the code to purchase the shirt, the sale is also a conversion.
Conversion metrics are ways to measure the effectiveness of a marketing strategy by tracking the percentage of “yes” answers to the call to action. Click through rates on ads, sign up rates for emails, and percentage of product page visitors who purchase the product are all examples of conversion metrics.
Conversions are essentially the main measurement of a company’s success, so they are a crucial KPI within nearly every marketing campaign. Conversions and conversion rates are a direct indication of the effectiveness of any marketing strategy since they show how often recipients of the messaging answer “yes” and become more invested in the brand.