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A conversion occurs when a user completes a predetermined action on your site.

Contrary to popular belief, conversions do not have to be tied to monetary goals. Typical examples can include when a user completes an order and lands on the “thank you” page, clicks a button, submits a lead generation form, spends a particular amount of time on a page, or any other goal of interest.

Conversions are the number of people who took a specific action on your site. They are used to calculate the conversion rate, which is the number of conversions divided by the total number of visitors.

Types of Conversions

There are two types of website conversions:

  1. A micro-conversion occurs when a step toward your end goal is achieved, such as signing up for a newsletter, downloading a PDF, or watching a product video.
  2. A macro-conversion happens when your end goal is achieved, such as a sale, a new paid subscriber, or a completed contact form.

Conversion rates can vary massively, and depending on your industry, demographics, etc., a reasonable conversion rate can range from 2% to 5%.

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