converstions are potential customers or members of the target audience who take action to engage with a business or purchase a product, At the point in which a recipient of a marketing message performs a desired action.” In other words, conversion is simply getting someone to respond to your call-to-action.
Getting someone to open an email is a conversion. Having them click on the call-to-action link inside that email is another conversion. Going to the landing page and filling out a registration form to read your content is a conversion. And, of course, buying your product is the ultimate conversion.
For consumer marketers, conversion can be relatively fast and simple. A possible customer scans a QR code to get a coupon (that’s a conversion right there), and then they immediately go to the restaurant to get their free french fries with a burger and soft drink purchase. (That’s the key conversion.)
In a longer and more complex sale, you want a steady series of small conversions. Engage with your lead nurturing email sends, engage on the website, interact with your social media efforts, and hopefully do a lot of these activities on a mobile device.