Convenience is ensuring that a website is as “user friendly” as possible, thus making it far more likely that each visitor will help achieve that website's purpose, resulting in a conversion. A conversion is defined as a visitor, or prospect, completing an action as desired by the website's creator, thus generating a new active client. This action could be one of a multitude of options, including creating a lead, acquiring an email address for a newsletter, completing a sale, or downloading a specific page. Although websites are different in content and layout, the processes needed to reach their ultimate goals are similar enough to form some universal marketing concepts. Centrafi typically models a marketing campaign with proven performance, tailoring it to each new project. More