Conversion research refers to the study and analysis of the factors that influence individuals to make a specific decision or take a particular action, such as making a purchase, signing up for a newsletter, or completing a form. This research often focuses on understanding the motivations, preferences, and behaviors of consumers in order to optimize marketing strategies and increase conversion rates. Through methods like A/B testing, user experience testing, and data analysis, researchers aim to identify barriers to conversion and develop solutions to improve the effectiveness of marketing campaigns.