the act of a user following through with an action after visiting your website, such as filling out an information request form or submitting their name and email address. Conversions can consist of an online conversion or an offline conversion such as a the purchase of your product or service.

As part of your online marketing strategy, you should:

1. Clearly define what you want your conversions to be
2. Establish goals for your conversions
3. Create effective conversion triggers
4. Measure your conversions
5. Relate conversions to your main key performance indicators
6. Test new conversions

Enquiro Research has completed some new eye tracking research that examines what buyers look at on B2B landing pages and shows how the principle of barrier scanning can be used to effectively coax eyes towards the desired conversion. View a webinar on Coaxing the Conversion from our B2B Expert Series of Webinars.