Conversion rate optimization is about getting more visitors and leads optimized for conversions. There are different conversion types for visitors and customer groups.
Hard conversion is the traditional conversion type and includes, for example, a visitor buying a product or service in a webshop, filling out a contact form, booking a meeting (for example with a bank, currency exchange or mortgage provider), or ordering sales material.
Soft conversion differs from hard conversion in that it sparks interest in potential customers who are not yet 100% sure about making a purchase. This includes shares and likes on social media, signing up for a newsletter, staying a minimum number of minutes on the website, reviews of the company or product, and registering for a course.
