Conversion is a key term in online marketing, referring to the moment when a website visitor completes a desired action. The visitor is thus converted into a customer or user. The ratio of visits to conversions is called the conversion rate. In performance marketing (where companies invest money for reach), the conversion rate is a critical performance metric, also known as a "Key Performance Indicator (KPI)." In the marketing of a modeling agency's services, conversion is of lesser importance, but as a content creator or influencer, it's important to be familiar with the concept of conversion, particularly when the goal of a booked campaign is to drive conversions.

A typical example:

A model presents a pair of shoes in a consumer video. The video includes references to an affiliate link, allowing viewers to purchase the shoes. The model receives a percentage of the shoe sales if a purchase is made.

Number of viewers who watched the video: 1000
Number of viewers who purchased the shoes (conversion): 10
The ratio of buyers to viewers (conversion rate): 10/1000 equals 1%