Point of Conversion is a study into psychology and persuasion techniques that can be utilised in digital marketing. Digital marketing includes eMarketing or online marketing, mobile marketing and social engagement. It also looks at integrated marketing where digital link with print, television, radio, billboards and other off-line marketing channels in order to create an engaging campaign with integration.

Specific areas of interest include search engine optimization (SEO), pay-per-click (PPC) advertising, online media (banners and rich media), affiliate marketing, e-mail marketing, mobility as a communications and engagement platform, social media and social networks as a vehicle for social engagement for individuals and organizations, WebPR or online public relations and online article distribution, online reputation management (ORM) and online reputation strategy (ORS), digital branding, analytics and digital research as well as conversion optimization, which would include  landing page optimization (LPO). This and other subjects, such sociology, psychology, copy writing, etc. contributes to attaining the point of conversion.