The profitability of the company is both a concept, the ability of the company to generate surpluses that come from material and financial resources that have been invested in the company and a measurement that takes the form of ratios that allow it to be qualified. It is essential to the sustainability of the company by ensuring the maintenance of production capital, the repayment of loans and sufficient remuneration of the capital invested by shareholders.

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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

