In marketing, a conversion is an action taken by a website visitor, that is considered profitable for the website’s owner, and is encouraged through call-to-action (CTA) messages. For a visitor to perform a desired action, the copy of your page, the design and usability elements have to work together in creating a seamless user experience.

There are various types of profitable actions that can be classified as conversions: purchasing a product, downloading an e-book or free material, watching a video or listening to an audio material, subscribing to a newsletter, subscribing for a monthly membership. The user who responds to the call-to-action message “converts”, meaning that he goes from a simple visitor to lead or customer.