Conversion
Conversion is the moment a visitor completes the intended action: request a quote, book a call, subscribe. It's a site's final goal.
A conversion can be a sale, but also a contact request, a download, or a signup. Every page on a site works, directly or not, toward moving the visitor closer to that action.
A site that converts well doesn't just look good, it guides. Clear structure, social proof, a visible call to action are the levers that turn traffic into results.