What is a conversion, and why does it determine the effectiveness of your marketing?

A conversion is the percentage of users who perform an action important to the brand. This could involve entering a phone number, opening a pop-up, completing a form, or applying a discount code. It marks the moment when mere interest turns into the next step.

Why is the conversion key?

Because it shows whether your marketing really works. You can drive significant traffic from ads, social media, or offline channels, but if few people share their phone numbers, the campaign isn't delivering results. Conversion determines what portion of that traffic turns into actual outcomes.

What influences conversion?

Most often, it is decided by the elements the user sees right before taking action. These include:

• The source from which the user lands on the sign-up page (e.g., ad, pop-up, link, QR code)
• The timing of the pop-up display
• The quality of the CTA (call to action)
• The speed and clarity of the form
• The attractiveness of the offer, such as a discount or access to content

Even a small change in one of these elements can increase conversion more than raising the advertising budget.

Conversion in 2way

In 2way, the entire user journey is visible at a glance. The system shows at which stages users move forward and where the process loses momentum. Thanks to this, the brand knows exactly which actions deliver results and which need adjustment.

This approach allows decisions to be made based on facts, not assumptions, and genuinely increases the effectiveness of marketing activities.

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