> For the complete documentation index, see [llms.txt](https://docs.humblytics.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.humblytics.com/split-testing-overview/creating-a-b-page-variants-for-split-testing/conversion-goals.md).

# Conversion Goals

Goals that count a completed action, like a signup, click, or purchase.

A conversion goal counts a visitor as a win when they **complete an action**. Pick the one closest to how your business makes money.

| Goal                                                                                                                                        | Pick it when success means...                         | Results show                        |
| ------------------------------------------------------------------------------------------------------------------------------------------- | ----------------------------------------------------- | ----------------------------------- |
| [Form Submissions](/split-testing-overview/creating-a-b-page-variants-for-split-testing/conversion-goals/increase-form-submissions.md)      | a lead, signup, demo request, or booking form         | Submissions, Submit Rate            |
| [Click-through Rate](/split-testing-overview/creating-a-b-page-variants-for-split-testing/conversion-goals/increase-click-through-rate.md)  | people clicking through to the next step              | Clicks, CTR                         |
| [Destination Page](/split-testing-overview/creating-a-b-page-variants-for-split-testing/conversion-goals/reach-destination-page.md)         | reaching a page on your site, like `/thank-you`       | Funnel Completions, Completion Rate |
| [External Destination](/split-testing-overview/creating-a-b-page-variants-for-split-testing/conversion-goals/reach-external-destination.md) | going to another site, like a booking tool or partner | Funnel Completions, Completion Rate |
| [Revenue](/split-testing-overview/creating-a-b-page-variants-for-split-testing/conversion-goals/increase-revenue.md)                        | a purchase                                            | Orders, Purchase Rate, revenue      |

Not sure? Pick the goal closest to money. A test that gets more clicks but fewer signups isn't a win. For attention metrics instead, see [Engagement Goals](/split-testing-overview/creating-a-b-page-variants-for-split-testing/engagement-goals.md).