In the world of Internet marketing, the word “conversion” represents any action on your website that is more valuable than someone that visits your site and leaves without doing anything.
What constitutes a conversion depends entirely on the industry and on the individual company. For most companies, it’s a web form submission. For ecommerce websites, an obvious conversion is a sale. Other conversions include: goal, upper funnel action, lower funnel action, lead, action, and event.