Definition:
On ecommerce websites, conversions are very important. A conversion happens when a customer who is viewing the site takes an action that the marketing intended. This typically means:
- a purchase
- filling in a form and submitting it
- sign up for a newsletter or RSS feed
- completing some other goal for the site
Some designers forget that even if a site isn't focused on ecommerce, conversions are important. An information site that relies on ad views needs to convert a first-time customer into a returning customer. An education website needs to turn readers into students. A marketing site needs to move people from the web to their brick and mortar presence. And so on.
