Many websites sell something. They can be B2C (business-to-consumer), B2G (business-to-government) or B2B (business-to-business). In each situation, getting conversions is the one, overriding goal of the entire website. Conversions don't necessarily have to mean that your site visitors actually buy something - a product or a service - from your site. Conversions just mean that site visitors complete a call to action of some sort.
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