Let’s start by defining conversion…
What we mean when we talk about conversion is when a visitor to your website takes an action that you want them to take.
But what does that look like to you? It could be signing up for an email newsletter, creating an account with a login and password, making a purchase, downloading your app, or something else entirely.
Whatever it is you want your visitors to do, this action is what you are going to measure and what you are looking to optimize.