Understanding Macro & Micro Conversions
There several ways to show the success of your Internet marketing efforts. One data point that all of us at Full Media pay close attention to is the total number of conversions! A conversion does not always mean the same thing to every organization. For some, a conversion can mean a lead for a sales team. For others, a conversion can mean an actual sale. They are both valuable and both signify that the website user is interested in your goods or services.
In Internet marketing, a conversion takes place when a website visitor completes an action on your website that signifies business success or value. This action signifies a change in the user from being a potential customer to being actively engaged with your services or products.
A conversion might include:
- Newsletter Sign-Up
- Submitting Contact Forms
- Downloading PDFs
- Viewing a Video
It is important to define what types of website activities signify success before implementing goal tracking on your website. Think about what your business objectives are and what online action(s) will help signify that those objectives are being met. In Google Analytics, you might have seen these actions referred to as “goals” or “events.”
Categories of Conversions
Not all conversions have the same value. There are more ways to measure the success of your online efforts than a sale. There are two main categories of conversion to consider when you are defining website goals:
- Macro Conversions
A macro conversion is a primary conversion. This signifies a purchase has been made for an e-commerce website or a contact form has been submitted on a lead generation website. Macro conversions are directly or closely related to ROI.
Macro conversions might include:
- E-Commerce Orders
- Application Submissions
- Contact Form Submissions
- Purchase Requests
- Paid Subscription Renewal or Sign-Up
- Micro Conversions
There are many smaller actions that can help shed light on the success of your Internet marketing efforts, and not all actions associated with the overall success result in a sale. These smaller actions are held as high as macro conversions but are still significant and important to measuring. They are important because these actions indicate that a user is close to making a purchase. This information can help you identify areas that are integral to the sales cycle or online customer experience. By tracking micro conversions, you can often determine factors that may be disrupting the customer experience or gain better understanding of what information customers are seeking and are unable to find.
Micro conversions might include:
- Shopping Cart Submissions
- Incomplete Purchases
- Incomplete Contact Forms or Applications
- Downloading a PDF
- Watching a Video
- Newsletter Subscriptions
- Estimate Requests
There are many methods for measuring success when it comes to Internet marketing. This quality is one of the many appeals of running campaigns in the digital space. Measuring a conversion can mean more than measuring total online sales or the number of leads that were submitted online. You can use categories of conversions to shed light on the purchasing process and the customer experience online. For more information about tracking the success of your online marketing efforts, contact Full Media today!