Macro and Micro Conversion — The Milestones on the CRO Roadmap

What Is Macro Conversion?

When a user takes an action that meets the primary goals of your website, we call it a macro conversion (also known as primary conversion).

What Is Micro Conversion?

Micro conversions are the smaller steps users take on your website that paves the way for a macro conversion.

Identifying Macro and Micro Conversions

To understand macro and micro conversions better, you need to understand the roadmap that users follow while making an online purchase. And it looks something like this:

Micro Conversion vs Macro Conversions

Macro ConversionMicro Conversion

Role of Micro Conversions in CRO

Micro-conversions are considered as the milestones on the road to a successful CRO campaign. If we talk about the CRO roadmap, then a macro conversion is the ultimate destination and the micro conversions are the stepping stones that lead to the finish line.

For example:

If 6 out of 10 visitors abandon your shopping cart, then you might want to audit your cart page for possible causes of distraction, broken links, UX problems, etc. This is an example of how micro-conversion KPIs help you spot and fix the loopholes in your sales funnel.

Correlation Between Micro Conversions and Macro Conversions From a CRO Perspective

A huge chunk of traffic drops off before completing a purchase or signing up for a demo. Hence, they don’t add up to the actual conversion or the macro conversion. Having said that, this doesn’t mean the abandoned traffic is useless. To improve your conversion rate (macro conversions, basically) you must analyze and optimize your micro conversions. Here’s an example that will help you understand the correlation better.

Tools to Track Micro Conversions

Micro conversions can be tracked in several ways. And the easiest way to do this is with the help of a web analytics tool like Google Analytics. Additionally, you can use Google Tag Manager to facilitate more granular tracking.

Tracking Micro Conversions Using Google Analytics

Google Analytics can help you track micro-conversion metrics through ‘Goals’.

Tracking Micro Conversions Using Google Tag Manager and Google Analytics Together

In Google Tag Manager, micro conversions are tracked as ‘Events’.

How to Improve Micro Conversions Using Interactive Content?

Well, so far we have been talking about the technical aspects of micro conversions. But, what can you do to improve your micro-conversion metrics? This is where interactive content comes in.

So, how can you use interactive content to increase your micro conversions?

Here’s an example:

Micro Conversion Case Study

Get Paid for Your Pad (GPYP), used an interactive assessment built on Outgrow to increase their micro-conversions (lead generation). Previously they had a static lead form that was unable to deliver a comprehensive conversion rate.

Conclusion

Tracking, analyzing, and optimizing micro conversions is quintessential to a successful CRO campaign. The more you optimize the better. It also helps you improve the overall UX of your website.

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