Which term describes the actions taken to enhance the likelihood visitors will convert into customers?

The term that describes the actions taken to enhance the likelihood that visitors will convert into customers is conversion rate optimization. This process focuses specifically on improving the performance of a website or landing page to increase the percentage of visitors who take a desired action, such as making a purchase, signing up for a newsletter, or filling out a contact form.

Conversion rate optimization involves a variety of techniques, including A/B testing, improving user experience, refining call-to-action buttons, and analyzing visitor behavior through various metrics. By understanding customer behavior and making informed adjustments, businesses can significantly increase their conversion rates.

Website optimization, while it does play a role in making a site more effective, encompasses broader aspects that include site speed, user experience, and overall functionality—not just the conversion aspect. Traffic management concerns the ways to attract and direct visitors to a site but does not specifically address how to convert those visitors into customers. An SEO strategy focuses primarily on improving a site's visibility on search engines to attract more visitors, which is important in the customer acquisition process but not directly aimed at optimizing the conversion of those visitors.