Definition
A latent conversion is when a visitor does not convert during their first visit to a website, but instead returns to the site on a second or subsequent visit to convert. Generally the conversion rate for returning visitors is higher than for new visitors because they have made a conscious decision to re-visit the site and may have compared competitor sites before deciding to return.
Resources:
Conversion marketing – Glossary of Conversion Marketing.
Over 300 tools reviewed – Digital Marketing Toolbox.
A/B testing software – Which A/B testing tools should you choose?
Types of A/B tests – How to optimise your website’s performance using A/B testing.
