Inbound Marketing Training:

Understanding Conversion Strategy

In the context of inbound marketing, a conversion is defined as a moment when a website visitor takes a desired action. This action could be anything from clicking a button to filling out a form or booking a meeting with your sales team. What a conversion looks like will depend on where your visitor is in their buyer’s journey and the content and website experience you've built. The point is that your visitors are interacting with your website in a way you designed them to, and your conversion points continue to bring your visitors down your funnel and through the buyer’s journey. In this way, conversions are meant to act as checkpoints for your content that ultimately aid in changing and advancing the lifecycle stage of a visitor. These points of transformation will continue to occur throughout your visitors’ lifecycles. For this reason, conversion means looking at more than just the convert stage in the inbound methodology. In this lesson, get to know conversions and how they fit into the moving pieces of your inbound marketing strategy.