Conversions are defined as any action that can be taken that can lead towards your intended goal. For example, a click-through from one of your pages to another within your site could be considered a conversion. Those unfamiliar with digital terminology sometimes assume a "conversion" means a sale, however a conversion can be a subscription, or an enquiry, or any other action.
To ensure your website is performing as well as it should be the conversion path should always be clearly visible with content and messaging that incentivise click-through at all times.
If you're unsure how to plan your content strategy and messaging to optimise conversions, or if you feel your online presence is under-performing, then contact us for a consultation.