A company’s solvency is its ability to meet its commitments and obligations, i.e., pay its employees, suppliers, taxes, repay its loans and debt service, and more generally, repay all its debts. There are two types of solvency: short-term solvency, referred to as liquidity, i.e., its ability to meet its day-to-day commitments, and long-term solvency, i.e., its ability to meet its commitments structurally. Financial analysis offers numerous tools for diagnosing this problem, implementing remediation decisions, and avoiding bankruptcy.

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Conversion, essential in digital marketing, refers to a visitor's action in completing a key objective, such as a purchase or registration. Three elements are fundamental to maximizing conversions: an optimized user experience, with a fast and intuitive website like Amazon's; relevant and personalized messaging, supported by clear pages and effective calls to action; and finally, trust, reinforced by customer reviews or guarantees. Examples like Spotify, Booking.com, and Netflix demonstrate how simplifying the customer journey or creating a sense of urgency can transform visitors into loyal customers. Digital tools, such as A/B testing and heatmaps, facilitate these optimizations. With artificial intelligence, companies like Google and IBM Watson further personalize experiences, increasing conversion rates. Conversion, far more than just an indicator, is now a key method for transforming intent into concrete action.
MERCANTI-GUERIN Maria - IAE Paris-Sorbonne Business School |
- Management Dictionary
- Digital Transformation, Strategic Management

