What is a conversion?

CRM & Lead Management

Attract and nurture leads, manage customers, tasks and pipeline

Email Marketing Automation

Send personalised newsletters and automated email campaigns

Event Management

Organise events from invites to registration to check-ins to follow-ups

Website Personalisation

Tailor your content to each visitor by serving content based on page views

Conversational Marketing

Have conversations in real time on the channels your buyers prefer

Social Media Publishing

Manage and monitor all your social content from one place

Read about the Marketing Cloud for B2B

Customer Data Platform

Collect customer data for smart profiling and journeys

Email Marketing Automation

Create smart segments and automations for all your emails

Transactional Emails

Turn essential updates in branded personalised experiences

Search & Merchandising

Help shoppers find products faster and do smart recommendations

WhatsApp, SMS, Social Media

Reach customers with messaging campaigns and social retargeting

Read about the Marketing Cloud for Commerce

Email Communication

Send personalised newsletters and automated email campaigns

Event Management

Organise events from invites to registration to check-ins to follow-ups

Webcare

Give your audience the freedom to contact you via their preferred channel

Social Publishing & Monitoring

Manage and monitor all your social content from one place

Read about the Service Cloud for Customer Service

Conversational AI

Automate common queries and answers for fast support

Generative AI

Easily prompt, optimise and translate content in no time

Predictive AI

Predict the value of your customer and their conversions

AI Analytics New

Talk to your data and get the right insides across all channels

Read about Spotler's AI product, features and capabilities

Spotler Connect

Use our own connector platform to integrate any system

Spotler APIs

Customise your integrations with our powerful APIs

CRM Integrations

Connect your email, messaging and event channels with CRM

Ecommerce Integrations

Connect your store to our CDP, email, WhatsApp platforms

Read about our connectors and integrations

Conversion

In plain terms, a conversion is when someone takes a specific action you want them to take. It’s the moment a visitor crosses the line from passive browser to active participant, whether that means signing up for a newsletter, downloading a guide, booking a demo, or making a purchase. If marketing is about drawing people in, conversions are how you know it’s working.

Not all conversions are equal, of course. There’s a useful distinction between micro and macro conversions. A macro conversion might be your main goal, like requesting a demo or starting a free trial. Micro conversions are the smaller steps along the way; things like visiting the pricing page, spending a certain amount of time on-site, or signing up for a webinar. Tracking both can give you a fuller picture of how people are moving through your funnel.

Optimising for conversions, often called “CRO” (Conversion Rate Optimisation), involves testing page designs, messaging, CTAs, or user flows to increase the number of people converting gradually. It’s a bit like giving your digital touchpoints a tune-up, based on what real users are doing (or not doing).

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