Conversion in Marketing – From Prospect to Customer
The term conversion in marketing refers to the desired action of a user, which ideally turns them from a prospect into a customer. This does not always have to be a purchase – filling out a form, subscribing to a newsletter, or downloading a white paper also count as conversions. The key point is: A conversion advances the user one step further in the customer journey.
The conversion rate (CR) measures the percentage of visitors who perform such a desired action, relative to the total number of visitors. It is a central KPI (Key Performance Indicator) for assessing the efficiency of marketing measures – whether on websites, in email campaigns, or in online stores.
Example: If an online store has 1,000 visitors a day and 30 of them make a purchase, the conversion rate is 3 %.
The goal in marketing is to increase this rate through targeted measures. These include:
Optimization of User Experience (UX)
Clear Call-to-Actions (CTAs)
Trust-Building Elements such as customer reviews or quality seals
Personalized Content and Offers
Fast Loading Times and Mobile Optimization
Targeted A/B Testing to compare variants
In performance marketing, a distinction is often made between micro-conversions (e.g., clicks, downloads) and macro-conversions (e.g., purchases, contract signings). Both are important for measuring success throughout the entire customer journey.
Conclusion: Conversion is the goal of every marketing activity. Those who address users purposefully, eliminate barriers, and provide clear added value increase the likelihood that visitors become paying customers – thus sustainably improving the return on investment (ROI).