# Conversion

A conversion is when a visitor does what you want on your website, such as order, call, send a form or sign up for your newsletter.

Source: https://ibenta.no/en/glossary/conversion
Publisher: Ibenta (https://ibenta.no)
Updated: 2026-09-27

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You decide what counts as a conversion. For an online store it is a purchase. For a plumber it is a phone call or a request through the contact form. Smaller steps can count too, such as someone downloading your price list.

## Visits alone say little

Visitor numbers on their own say little. A thousand visits without a single enquiry are worth less than a hundred visits with five. Once you know what a conversion is for you, you can measure it. Then you can also see which pages, ads and channels actually bring in customers.

It is the basis for your [conversion rate](/en/glossary/conversion-rate), and for all work on making your website better at selling, known as [CRO](/en/glossary/cro).

## How to get started

Write down the two or three actions that matter most to your business. Set them up as things you measure in [Google Analytics](/en/glossary/google-analytics) or Matomo, for example submitted forms and taps on your phone number. Phone calls are hard to track fully, so simply ask new customers where they found you. It is free, and the answers often tell you more than the numbers.