Conversion (Conversion Rate, CR) is the share of people who took the target action. For example, if 1,000 people visit a landing page and 30 fill the form, conversion = 3%. It's measured at every stage of the funnel.
Conversion is marketing's most powerful lever. Raising conversion from 2% to 4% without increasing the ad budget doubles sales. That's why you often need better conversion, not more traffic.
What affects conversion
Conversion is driven by offer clarity, landing quality, page speed, trust signals (case studies, testimonials), and form simplicity. It's raised step by step through A/B tests — every change verified by numbers.