“Conversion”. It’s a standard industry term, that’s used to describe a scenario of a website visitor becoming a customer. “We converted him!” But let’s think about that word for a moment. It’s very similar to “convince” and the action is accurate as well, but that word has too much “push/pull” in it, so it’s not used.
Why not “transformation”? “Our Adwords campaign has a 5% transformation rate.” I think the reason that phrase doesn’t stick is because it’s too holistic, too friendly, too slow.
A transformation is something that a person undergoes from the inside out; a conversion is eventually an internal process, but it’s something that starts from the outside.
Read more about the selection of words
Leave a Reply