What is a Conversion in Marketing?

Among the words bantered about in marketing, none is more important or perhaps more mysterious than meets the eye than conversion. Clicks don’t matter, you might hear. It’s all about conversions. So what is a conversion in marketing? I’m Jason McDonald, director of the JM Internet Group, and in this edition of WordThink, let’s investigate.

THE MANY MEANINGS OF CONVERSIONS

First up, let’s ponder the primary meaning, or should I say, primary meaningS of “conversion.” Its basic meaning is “to change” as when ice “converts” to liquid water, or when liquid water “converts” to steam. Conversion means change. In religion, you can also speak of conversion, as when an Atheist converts to a Christian, or when a Buddhist might become a Muslim. And in football, a conversion is the act of scoring an extra point after a touch down.

Now that last one gives us an additional clue as marketers. A conversion has to do with a goal, with getting something done. Just as football players kick that ball between the goal posts and “score,” this last meaning clues us in that conversions for marketers mean getting something done that helps us “score.”What is a Conversion in Marketing?

TWO TYPES OF CONVERSIONS

As marketers, we care about change. We care about building our brand, and selling more stuff. We want our potential customers to change into our real customers, our real customers to become fans, and our fans to become evangelists. Conversions, for marketers, have to do with the achievement of one, or both, of two types of goals: either the purchase of something in an e-commerce store, or at least the filling out of a feedback form as a sales lead, in which a potential customer gives you his name, email address, company name, job title, phone number and other contact points so that your sales staff can follow up.

Conversions – these two types at least – means the achievement of goals, usually moving a prospect down the sales funnel from prospect to customer.

WHAT IS A CONVERSION

In summary, a conversion – for marketers – is the achievement of a goal, usually either an e-commerce purchase on your website and/or the filling out of a feedback form to become a sales lead.

Thank you for watching.

What is a Conversion in Marketing?
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Jason McDonald

About Jason McDonald

Jason McDonald is a top-rated San Francisco SEO Consultant. His consulting services include search engine optimization consulting, social media marketing consulting, and Google AdWords consulting. Jason's motto as a consultant is that he doesn't do SEO 'for you' but rather he does SEO 'with you.' That goes as well for his social media marketing consultant activities and Google AdWords consultant services. Besides serving clients in the San Francisco Bay Area, Jason consults with clients in Silicon Valley (San Jose), Oakland and other cities throughout the Bay Area. Beyond the Bay Area, Jason is available as an SEO consultant, Social Media Consultant, and as an expert witness in litigation involving social media marketing, search engine optimization and pay-per-click advertising.