In business and marketing, conversion refers to the desired action that a company wants a customer to take on their website or landing page, such as filling out a form, making a purchase, or signing up for a newsletter. The percentage of visitors who take this desired action is known as the conversion rate.
Brands rely heavily on advertising and customer outreach channels like email, SMS, and push notifications to drive conversions as part of their larger engagement, retention, and monetization strategies.
By tracking conversions, brands can better understand what factors influence their customers’ behavior, as well as how members of their audience are progressing along their customer journey.
Brands need to track the conversion rate uplift to understand the performance of the marketing campaigns. The higher the conversion rate, the better the performance of your marketing campaign.