The conversion rate is a critical input into ROI calculations. More recently, “conversion” has taken on a special meaning in Internet and Search Engine Marketing. Click here for a definition of the term from that perspective. The “old school” thinking on conversion rate is is available here

Where volume is measured based on the marketing activity of interest e.g. leads captured, software downloads, sales of a specific product promoted. Often conversions are measured by creating a specific landing page for each promotion and for each media choice within the promotional plan and measuring results by landing page. With search engine marketing, a best practice is to create specific landing pages for each search engine term or phrase included in the campaign.

Related Links

• Landing Page Optimization
• Conversion Rate Optimization
  Research note and literature review from Marketing Experiments