Lead Conversion

Lead conversion means getting visitors to do what you want.

For commercial web sites, conversion usually means how often visitors convert into paying customers. However, many commercial sites are interested in “lead generation” in which a sales lead may generate a potential conversion to a paying customer later.

In either case, the metrics involved with conversion measure the process by which you persuade visitors to take the actions that you intended for them to take. Your conversion rate is a measure of your ability to persuade your visitors to take the following actions:

• Visitors purchasing products
• Prospects registering for more information
• Customers using your self-service section
• Investors dowloading your annual report
• Employees using your internal site to schedule vacations
• Visitors registering for the site’s newsletter or to enter contests
  

The lead conversion process may involve several steps through your site as visitors navigate their way. Conversion analysis helps you evaluate which types of content successfully support conversion.