A conversion is the specific action you want your web visitor to take on your website or landing page, such as:
Conversion Rate optimization is an art of generating more and more leads from the targeted audience. Conversion optimization makes your customers pick up the phone and call for a quote.
Conversion optimization gets them to click the ‘buy’ button now instead of leaving the tab open for later.
By optimizing or improving your web conversion rate you can get more people to take more action without spending money on attracting more visits to your landing page or website.