The organization of the buying or selling process combined with the organization of the other information on a site. Covers the calls to action that persuade a user to buy a product or sign up for a newsletter.

Where the transactional interaction on a site is critical (e.g. buying products on an e-commerce site) and the results need to be measured. Used when persuading customers to transact, and convert from being a user to becoming a customer.

It focuses on results such as sign ups, leads and conversions in way that is separate from the overall user experience. By tracking and measuring performance of site elements in this way, it is easier to optimise and improve these unique interactions.