A

conversion

is a target action you wish visitors to take. It is most easily understood in the context of online retail, or eCommerce.

For a$($n$)$

website, a visitor has converted when he$/$she makes a purchase from the site. The percentage of visitors who convert, called the $"$

$,"$ is one of the most important indicators of a retail website's success.

Not all websites are retail websites, however, so a conversion can be defined in many different ways, depending on the

$.$ In addition, for some websites, a conversion cannot be clearly defined.