For almost everyone online, in just about every field, everything hinges on conversions. A conversion simply means that someone did something that you marked as a key objective. They may have converted from being a watcher to a customer, or from a prospect to a donor. Maybe they converted from an anonymous website visitor to become a lead with an email address. Whatever the criteria, everyone depends on conversions.
Whether it is direct or not, we all spend to get conversions. Maybe we spend marketing dollars or time, perhaps we spend credibility and social capital. Whatever the currency, if you