In marketing and sales 'converting' is the process of making a visitor into a paying customer. In this case, 'high converting' would mean that a high percentage of visitors turn into paying customers. This is why having a high converting website is the dream of everyone that owns a website that sells goods and services to people. Improving your rate of conversion can lead to an increase of sales without having to increase visitors using expensive advertising campaigns. There are multiple ways of increasing conversion using design. One of the best ways is to simplify a design and make it easier to and clear to the visitor where they should go.