The notion of competence refers to stable sets of knowledge, reasoning patterns, capacities for action, and typical behaviors. The definitions are numerous, due to the variety of fields of application, but they point to a few common features: reference to tasks, human activities, or problems to be solved in identifiable circumstances; the expected effectiveness of individuals or groups when these tasks, activities, or problems are to be carried out or solved; the structured nature of the processes of mobilizing knowledge, know-how, and behavioral attitudes that ensures effectiveness.

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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
