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Conversion

When a visitor completes a desired action

What is Conversion?

The moment a user completes a target action, signing up, buying, subscribing, downloading. Your conversion rate is the percentage of visitors who convert. Every element on a page should either drive conversion or support it. If it does neither, remove it.

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Growth Playbook

A distribution system for turning one strong idea into sustained reach.

Strategy consulting

For positioning, distribution, or measurement problems that need a tailored decision.

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In plain words

"Think of it like turning a browsing window-shopper into a paying customer."

How it works

The conversion path from stranger to confirmed action

Key takeaways

  • A conversion is any desired action, not just a sale

  • Remove one friction point and watch rates climb

  • Match the CTA language to the visitor's intent level

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Real-world example

A visitor lands on your consulting page, reads the benefits, clicks 'Book a call', fills out the form, and submits. That submission is the conversion. Everything before it existed to make that moment frictionless.

Related terms

CTA (Call To Action)

The prompt that drives user action

Funnel

The journey from awareness to conversion

CTR (Click-Through Rate)

Percentage of people who click after seeing

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