In online advertising terms, conversion rate denotes the percentage of users that take a specific action (eg: click on an ad, subscribe to an opt-in list or mak a purchase). For instance, if 5 out of 100 visitors to a landing page signed up to a list, the conversion rate of that landing page would be 5%. Factors that can influence the conversion rate include sales copy, graphic design and the overall layout of a web page. Hence, it’s imperative that a marketer tests and tweaks these elements until he arrives at the highest conversion rate possible.

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