# Conversion

> In an online shop, a conversion is a visitor going on to buy, and the conversion rate is the share of visitors who become buyers.

Original page: https://t10.de/en/glossary/conversion
Publisher: total10 GmbH, https://t10.de/en/glossary

This entry keeps to that shop sense of the word; conversions as an advertising metric are a separate subject.

The analytics tool [Matomo](https://matomo.org/guide/reports/goals-and-conversions/) describes its Goals feature as a way to track a website's performance against business objectives such as lead generation, online sales and increased brand exposure. Matomo's [FAQ](https://matomo.org/faq/reports/analyse-goal-reports-and-conversion-rates/) says the conversion rate is usually the most important goal metric, because it lets you compare whether a site is converting better or not. The absolute number of conversions on its own tells only part of the story.

Our Conversion Optimization service works on the path to purchase: product pages, filter navigation and checkout. It combines A/B tests, which compare versions of a page, with analysis of how visitors use these pages and work on each step along that path. On rollenrampe.de, one of our own shops, the tool that really turns visitors into buyers is a product finder based on dimensions: rolls are identified by width, core diameter and length. In one client project, automatically generated guide articles show readers, partway through the article, products they can buy, so an article brings in visitors and also leads them towards a purchase.

## See also

- [B2C](https://t10.de/en/glossary/b2c): B2C, short for business-to-consumer, is the market in which companies sell to consumers.
- [SEO](https://t10.de/en/glossary/seo): SEO, or search engine optimisation, is the work of helping search engines understand a site's content and helping people find the site through search and decide whether to visit it.
- [Landing page](https://t10.de/en/glossary/landing-page): As defined in the Google Ads glossary, a landing page is the web page people arrive at after clicking an ad.

## Where the term appears

- [Online shops: Conversion Optimization](https://t10.de/en/online-shops)
- [The self-driving content machine](https://t10.de/en/blog/self-driving-content-machine)
- [rollenrampe.de: the product finder](https://t10.de/en/portfolio/rollenrampe-de)
- [E-commerce for SMEs: shops, content, AI](https://t10.de/en/ecommerce)
- [Battle-Merchant](https://t10.de/en/portfolio/battlemerchant)

## Sources

1. [Goals and Conversions User Guide](https://matomo.org/guide/reports/goals-and-conversions/), Matomo, accessed 2026-11-07
2. [Analyse Goal reports and conversion rates](https://matomo.org/faq/reports/analyse-goal-reports-and-conversion-rates/), Matomo, accessed 2026-11-07