For online retailers, for example, a successful conversion may be defined as the sale of a product to a consumer whose interest in the item was initially sparked by clicking a banner advertisement.
For content creators, a successful conversion may refer to a membership registration, newsletter subscription, software download, or other activity.
For websites that seek to generate offline responses, for example telephone calls or foot traffic to a store, measuring conversion rates can be difficult because a phone call or personal visit is not automatically traced to its source, such as the Yellow Pages, website, or referral.
Possible solutions include asking each caller or shopper how they heard about the business and using a toll-free number on the website that forwards to the existing line.
The company could market a special offer, like free shipping, to convert the visitor into a paying customer.