When the visitor of a website or a mobile offer reaches one of the planned objectives of the provider, a conversion takes place.

This means, for instance, that something is bought, a form is filled in and submitted, a white paper is downloaded or the visitor signs up to a newsletter. Conversions may also be important, if a website’s focus is not on e-commerce. Thus, information websites that depend on advert bookings strive to convert a first-time visitor into a returning visitor.

Glossary index