Conversion Glossary for Internet Marketing

Call to Action

A statement or page link which encourages a prospective customer to get to a conversion page.

When a website visitor / prospective customer follows the sales path laid out by the marketers.

Conversion Action

An action which turns a web visitor into a customer. This includes: making an online purchase, writing an email, or submitting a form in order to request additional information. (May also be called a business or sales action)

Conversion Funnel

The path a prospective customer takes while visiting a website. May also be known as a sales path.

Conversion Optimization

Maximizing information architecture of a website to encourage visitors to become a customer.

Conversion Page

Is the page in which a business action is taken by the web visitor/customer. This includes: a shopping cart page or a contact page.

Conversion Rate

Percentage of visitors who take the conversion action.

Cost / Conversion

A statistic for Google Ads that gives you the amount spent per conversion. The formula is: total cost divided by the total number of conversions.

Customer Engagement (CE)

This goal here is for long-term customer/business interaction which is based on encouraging customer loyalty and promotion through word- of-mouth. Conversions are used in a more strategic context that focuses on maximizing conversions with the understanding that in some cases there may not be repeat conversions.

Internet Marketing

Is the marketing of products or services over the Internet. It is also known as: i-marketing, web marketing, online marketing, or eMarketing,

Win-Loss Analytics

Analyzing why a visitor did or didn't engage in a conversion action.