{"id":1545,"date":"2010-01-21T15:12:43","date_gmt":"2010-01-21T14:12:43","guid":{"rendered":"https:\/\/chapmanbright.com\/?post_type=resources&p=1545"},"modified":"2025-11-17T12:39:53","modified_gmt":"2025-11-17T11:39:53","slug":"what-is-conversion","status":"publish","type":"resources","link":"https:\/\/chapmanbright.com\/nl\/resources\/other\/what-is-conversion\/","title":"What is Conversion?","content":{"rendered":"","protected":false},"parent":0,"template":"","cb_resources_category":[91],"class_list":["post-1545","resources","type-resources","status-publish","hentry","cb_resources_category-other"],"acf":{"banner":3959,"title":"What is Conversion?","text_overview":"A good conversion can only be achieved if the website is well constructed.","image":3959,"button":"Read","components":[{"acf_fc_layout":"layout_textblock_full","background":"grey-light","title":"","text":"This article reflects Chapman Bright\u2019s earlier focus on Marketo and 'classical' marketing automation.\r\nToday we help B2B companies scale productivity with automation, AI, and agents. Read more<\/a><\/em>","button":null},{"acf_fc_layout":"layout_textblock_full","background":"none","title":"The percentage of visitors to a website that\u00a0purchase, request a quotation or inquiry.","text":"If a website has 100 visitors of which 10 visitors make a purchase then the conversion rate is 10%. A good conversion can only be achieved if the website is well constructed. This has nothing to do with search engines, but only with the website itself. We must therefore look at the usability of a website.\r\n\r\nA conversion does not necessarily have to be a purchase. This can also be a\u00a0brochure request or a\u00a0contact form. The conversion is often an actual sale or getting the name and address details\u00a0for lead generation. The visitor of a website has a purpose for his visit. He searches for prices, product information or\u00a0wants to make\u00a0a purchase. When the purpose of the visitor matches the purpose of the site owner you create an ideal situation.\r\n\r\n\"\"At each step (eg. clicks)\u00a0in converting visitors they can leave the website. Adjustments\u00a0to limit this loss is called conversion optimization. This can be\u00a0achieved by a shortning forms, putting forms the less deep into the site and\u00a0alter buttons on the forms\u00a0(contrast, position, and color). But also think about enumerating benefits or adding labels to create trust.\r\n\r\nYou can also analyze why certain steps of the process fail. Do visitors leave the payment process to check the frequently asked questions to get to know more about the delivery times? Then you can make an assumption that this is important to them. You could\u00a0mention the\u00a0delivery prominently during the purchase process. This is called a hypothesis.\r\n\r\nA hypothesis must always be properly tested. The use of A \/ B testing and multivariate testing to (Google Website Optimizer) is used for this purpose. This software lets visitors\u00a0show variations of the same content to\u00a0determine which version\u00a0has most conversions. This version can then be used as new\r\nversion.","button":null},{"acf_fc_layout":"layout_title","title":"Some extra resource suggestions for you","subtitle":"by our content recommendation engine"},{"acf_fc_layout":"rtp","title":"You might also be interested in","categories":["Blog"],"template":"template1"},{"acf_fc_layout":"layout_cta","title":"Want to know more about a\/b testing?","subtitle":"Get in touch!","button":{"title":"Contact us","url":"\/contact\/","target":""}}]},"acfml_non_translatable_locations":null,"_yoast_wpseo_primary_cb_chaploop_category":null,"_yoast_wpseo_primary_category":null,"_yoast_wpseo_primary_cb_resources_category":"","_oembed_93c4ee9e07cccdbab2160d89f51e0593":null,"_oembed_time_93c4ee9e07cccdbab2160d89f51e0593":null,"_oembed_895c57a59179d1bdcc0438a6aef65717":null,"_oembed_time_895c57a59179d1bdcc0438a6aef65717":null,"_oembed_a76e0da45bf1cb4c09bc985b193bb36b":null,"_oembed_time_a76e0da45bf1cb4c09bc985b193bb36b":null,"_oembed_d471c06fe0867c32a7c3cd67b5476e72":null,"_oembed_time_d471c06fe0867c32a7c3cd67b5476e72":null,"_oembed_3e251453af4bbbd696536d0acadba70c":null,"_oembed_time_3e251453af4bbbd696536d0acadba70c":null,"_oembed_609a8aa9fc83eb054ff7bc4d33a77773":null,"_oembed_time_609a8aa9fc83eb054ff7bc4d33a77773":null,"_oembed_69e7431aa03b88885898bf8bb28fb3a2":null,"_oembed_time_69e7431aa03b88885898bf8bb28fb3a2":null,"_oembed_1a7070c378b395415af4a19fb20df21e":null,"_oembed_time_1a7070c378b395415af4a19fb20df21e":null,"_oembed_55d4298c0fe3b359fd893e8424afe5ff":null,"_oembed_time_55d4298c0fe3b359fd893e8424afe5ff":null,"_oembed_f9c03bd9872da4d01788e5fab78083b5":null,"_oembed_time_f9c03bd9872da4d01788e5fab78083b5":null,"_oembed_ed31fabb7dfe0fd87fcb196f605adf8a":null,"_oembed_time_ed31fabb7dfe0fd87fcb196f605adf8a":null,"_oembed_f06b7516090267ff536179713f17601d":null,"_oembed_time_f06b7516090267ff536179713f17601d":null,"_oembed_e410f7495d0eaf4554919b3e5f478077":null,"_oembed_72a013d9dd3f2322671bc171fe3158ee":null,"_oembed_940f9a7b80afb0cbcc3ba55ead955b1e":null,"_oembed_06caf10aa2f40e07a7dc241ec9381e32":null,"_oembed_time_06caf10aa2f40e07a7dc241ec9381e32":null,"_oembed_3b19edfaec2ee2d35e9b030ef998c63e":null,"_oembed_time_3b19edfaec2ee2d35e9b030ef998c63e":null,"_oembed_4dbf01cda5d7c2b1d4e613889ea0ea41":null,"_oembed_790b310b2853f889f44a51704e8e43db":null,"_oembed_de0c2f3a9e579d82d9ba59d46c7d6f13":null,"_oembed_time_de0c2f3a9e579d82d9ba59d46c7d6f13":null,"_oembed_f6e83cecc2e9acb7d1ef17990035200a":null,"_oembed_time_f6e83cecc2e9acb7d1ef17990035200a":null,"_oembed_37f9de01864257564c01942ac642dd0a":null,"_oembed_time_37f9de01864257564c01942ac642dd0a":null,"_oembed_bb413565e8d54f815c41cfcbf8544000":null,"_oembed_time_bb413565e8d54f815c41cfcbf8544000":null,"_oembed_01c508667543a073acaa932efa5f40c3":null,"_oembed_time_01c508667543a073acaa932efa5f40c3":null,"_oembed_04cd44f1f3f9be9b6faab34a598e255f":null,"_oembed_time_04cd44f1f3f9be9b6faab34a598e255f":null,"_oembed_df22d986c96061734fee19868cf88af0":null,"_oembed_time_df22d986c96061734fee19868cf88af0":null,"_oembed_e10bab5640f3efd1a065332325fa1451":null,"banner":"106","_banner":"field_5c7651d015c5c","_title":"field_5c7651d015e12","components":["layout_textblock_full","layout_textblock_full","layout_title","rtp","layout_cta"],"_components":"field_5c61508b6fb90","_yoast_wpseo_focuskw":"Conversion","_yoast_wpseo_title":"What is Conversion?","_yoast_wpseo_metadesc":"A good conversion can only be achieved if the website is well constructed.","text_overview":"A good conversion can only be achieved if the website is well constructed.","_text_overview":"field_5c7651d015fe3","subtitle":null,"_subtitle":null,"logo":null,"_logo":null,"image":"106","_image":"field_5c7651f47d2e1","button":"Read","_button":"field_5cc848e646b9e","components_4_categories":null,"_components_4_categories":null,"text_intro":null,"_text_intro":null,"frontpage_image":null,"_frontpage_image":null,"event_date_day":null,"_event_date_day":null,"image_link":null,"_image_link":null,"_yoast_wpseo_opengraph-image":null,"_yoast_wpseo_opengraph-image-id":null,"_yoast_wpseo_twitter-image":null,"_yoast_wpseo_twitter-image-id":null,"_yoast_wpseo_opengraph-title":null,"_yoast_wpseo_opengraph-description":null,"_yoast_wpseo_twitter-title":null,"_yoast_wpseo_twitter-description":null,"yoast_head":"\nWhat is Conversion?<\/title>\n<meta name=\"description\" content=\"A good conversion can only be achieved if the website is well constructed.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/chapmanbright.com\/nl\/resources\/other\/what-is-conversion\/\" \/>\n<meta property=\"og:locale\" content=\"nl_NL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What is Conversion?\" \/>\n<meta property=\"og:description\" content=\"A good conversion can only be achieved if the website is well constructed.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/chapmanbright.com\/nl\/resources\/other\/what-is-conversion\/\" \/>\n<meta property=\"og:site_name\" content=\"Chapman Bright\" \/>\n<meta property=\"article:modified_time\" content=\"2025-11-17T11:39:53+00:00\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@chapmanbright\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/chapmanbright.com\/nl\/resources\/other\/what-is-conversion\/\",\"url\":\"https:\/\/chapmanbright.com\/nl\/resources\/other\/what-is-conversion\/\",\"name\":\"What is Conversion?\",\"isPartOf\":{\"@id\":\"https:\/\/chapmanbright.com\/nl\/#website\"},\"datePublished\":\"2010-01-21T14:12:43+00:00\",\"dateModified\":\"2025-11-17T11:39:53+00:00\",\"description\":\"A good conversion can only be achieved if the website is well constructed.\",\"breadcrumb\":{\"@id\":\"https:\/\/chapmanbright.com\/nl\/resources\/other\/what-is-conversion\/#breadcrumb\"},\"inLanguage\":\"nl-NL\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/chapmanbright.com\/nl\/resources\/other\/what-is-conversion\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/chapmanbright.com\/nl\/resources\/other\/what-is-conversion\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/chapmanbright.com\/nl\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Resources\",\"item\":\"https:\/\/chapmanbright.com\/nl\/resources\/%resource%\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"What is Conversion?\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/chapmanbright.com\/nl\/#website\",\"url\":\"https:\/\/chapmanbright.com\/nl\/\",\"name\":\"Chapman Bright\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\/\/chapmanbright.com\/nl\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/chapmanbright.com\/nl\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"nl-NL\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/chapmanbright.com\/nl\/#organization\",\"name\":\"Chapman Bright\",\"url\":\"https:\/\/chapmanbright.com\/nl\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"nl-NL\",\"@id\":\"https:\/\/chapmanbright.com\/nl\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/chapmanbright.com\/wp-content\/uploads\/2019\/03\/logo_chapmanbright_colour_RGB.png\",\"contentUrl\":\"https:\/\/chapmanbright.com\/wp-content\/uploads\/2019\/03\/logo_chapmanbright_colour_RGB.png\",\"width\":2000,\"height\":338,\"caption\":\"Chapman Bright\"},\"image\":{\"@id\":\"https:\/\/chapmanbright.com\/nl\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/x.com\/chapmanbright\",\"https:\/\/www.linkedin.com\/company\/chapman-bright\/\"]}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"What is Conversion?","description":"A good conversion can only be achieved if the website is well constructed.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/chapmanbright.com\/nl\/resources\/other\/what-is-conversion\/","og_locale":"nl_NL","og_type":"article","og_title":"What is Conversion?","og_description":"A good conversion can only be achieved if the website is well constructed.","og_url":"https:\/\/chapmanbright.com\/nl\/resources\/other\/what-is-conversion\/","og_site_name":"Chapman Bright","article_modified_time":"2025-11-17T11:39:53+00:00","twitter_card":"summary_large_image","twitter_site":"@chapmanbright","schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/chapmanbright.com\/nl\/resources\/other\/what-is-conversion\/","url":"https:\/\/chapmanbright.com\/nl\/resources\/other\/what-is-conversion\/","name":"What is Conversion?","isPartOf":{"@id":"https:\/\/chapmanbright.com\/nl\/#website"},"datePublished":"2010-01-21T14:12:43+00:00","dateModified":"2025-11-17T11:39:53+00:00","description":"A good conversion can only be achieved if the website is well constructed.","breadcrumb":{"@id":"https:\/\/chapmanbright.com\/nl\/resources\/other\/what-is-conversion\/#breadcrumb"},"inLanguage":"nl-NL","potentialAction":[{"@type":"ReadAction","target":["https:\/\/chapmanbright.com\/nl\/resources\/other\/what-is-conversion\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/chapmanbright.com\/nl\/resources\/other\/what-is-conversion\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/chapmanbright.com\/nl\/"},{"@type":"ListItem","position":2,"name":"Resources","item":"https:\/\/chapmanbright.com\/nl\/resources\/%resource%\/"},{"@type":"ListItem","position":3,"name":"What is Conversion?"}]},{"@type":"WebSite","@id":"https:\/\/chapmanbright.com\/nl\/#website","url":"https:\/\/chapmanbright.com\/nl\/","name":"Chapman Bright","description":"","publisher":{"@id":"https:\/\/chapmanbright.com\/nl\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/chapmanbright.com\/nl\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"nl-NL"},{"@type":"Organization","@id":"https:\/\/chapmanbright.com\/nl\/#organization","name":"Chapman Bright","url":"https:\/\/chapmanbright.com\/nl\/","logo":{"@type":"ImageObject","inLanguage":"nl-NL","@id":"https:\/\/chapmanbright.com\/nl\/#\/schema\/logo\/image\/","url":"https:\/\/chapmanbright.com\/wp-content\/uploads\/2019\/03\/logo_chapmanbright_colour_RGB.png","contentUrl":"https:\/\/chapmanbright.com\/wp-content\/uploads\/2019\/03\/logo_chapmanbright_colour_RGB.png","width":2000,"height":338,"caption":"Chapman Bright"},"image":{"@id":"https:\/\/chapmanbright.com\/nl\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/x.com\/chapmanbright","https:\/\/www.linkedin.com\/company\/chapman-bright\/"]}]}},"_links":{"self":[{"href":"https:\/\/chapmanbright.com\/nl\/wp-json\/wp\/v2\/resources\/1545","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/chapmanbright.com\/nl\/wp-json\/wp\/v2\/resources"}],"about":[{"href":"https:\/\/chapmanbright.com\/nl\/wp-json\/wp\/v2\/types\/resources"}],"wp:attachment":[{"href":"https:\/\/chapmanbright.com\/nl\/wp-json\/wp\/v2\/media?parent=1545"}],"wp:term":[{"taxonomy":"cb_resources_category","embeddable":true,"href":"https:\/\/chapmanbright.com\/nl\/wp-json\/wp\/v2\/cb_resources_category?post=1545"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}