Marketing conversion

What is a marketing conversion?

In marketing, a conversion is when a website visitor completes a desired action like filling out a form or clicking on a CTA. Signing up for a mailing list, buying a product, or completing a form can all be acts of conversion. Conversions are measured by a conversion rate, which is found by calculating the percentage of website visitors who convert.

How to optimize a conversion rate

Improving marketing materials to increase the conversion rate is known as conversion rate optimization. Landing pages, websites, newsletters, social media posts, and any other marketing materials can be optimized for better conversion. The main ways to optimize the conversion rate is to modify the CTAs, improve the copy, and A/B test.

Some ways to optimize the conversion rate are:

1. Modify CTAs
2. Improve copy
3. A/B test

Modify CTAs

The size, location, color, and text of a CTA can be modified to increase conversions.

Improve copy

Text can boost conversions if it is clear, concise, and well-targeted. Many marketers select keywords that appeal to relevant audiences and use them to optimize copy.

A/B test

A/B testing takes two variations of a marketing asset and measures which one performs better. Tests must be run at the same time to eliminate the possibility of variations in time.

Anything that can be changed can be tested. The most common variables that are A/B tested are:

• Headlines
• Call to actions
• Graphics
• Sales copy
• Product descriptions
• Offers

Editorial & methodology — Written and reviewed by the Livestorm content team, based on first-party product experience and platform documentation. Last updated: July 2026.