When a visitor takes the desired action, such as buying, filling a form or messaging on WhatsApp.
Conversion happens when a visitor takes the action you want: buying a product, filling out a form, subscribing to a newsletter or messaging on WhatsApp.
The conversion rate measures the percentage of people who converted out of total visitors. Improving this rate is the focus of CRO (Conversion Rate Optimization) and often drives more results than simply increasing traffic.