GLOSSARY

The practice of designing an experience so that people can understand, evaluate, and complete a defined valuable action with minimal avoidable friction.

Conversion design can improve the efficiency of acquisition and service journeys by making intended actions clearer and easier to complete. It also helps teams diagnose whether weak results arise from audience fit, value proposition, usability, trust, or measurement.

A B2B team studies why qualified visitors abandon a consultation form, removes unnecessary fields, explains what happens after submission, improves keyboard and error handling, and tests the revision against completed meetings and opportunity quality rather than form fills alone.

Optimising a local conversion can harm trust, accessibility, retention, or lead quality. Deceptive patterns may raise short-term completion while creating legal and reputational risk. Results are context-specific, and poorly designed experiments can mistake noise or tracking errors for improvement.

The practice connects user research, information architecture, content, interaction design, accessibility, performance, analytics, and experimentation. It defines a target behaviour and its eligibility criteria, maps obstacles and decision needs, designs a clear path, instruments events, and evaluates completion alongside quality and downstream outcomes.