Conversion and conversion rate are indicators in online marketing and refer to visitors of a website that complete a desired action and thus turn into customers, guests, or registered users. What exactly conversions are, depends on the business and the goals of its online marketing strategy. Different actions can qualify as a “conversion”: email signups, reservations or inquiries for touristic services, direct contact with a website operator, or product purchases. The conversion rate measures the ratio of website visitors to conversions and calculates the percentage of users taking certain actions. There are different factors that affect conversion rates, for instance, brand awareness, product prices, available offers, and user experience. Conversion rate optimization enables businesses to influence these factors in positive ways in order to achieve higher conversion rates.