![]() Micro conversion mapping: site walkthrough Still, you must complete the process manually to ensure the identification of all micro conversions. Notable, which allows you to annotate and group full-page screenshots). There are helpful tools which can help streamline the process of documenting a micro conversion walkthrough for a website (e.g. The process is time-consuming and laborious but highly worthwhile for mapping out all conversion performance indicators and influencers. The process for identifying micro-conversions is simple, but the more extensive the website, the more time is required to produce a definitive list of micro-conversion points. There may be exceptions to this for large or complex online businesses, but a website typically has one primary conversion point. Interaction (or completed action) based conversionsĪs the macro conversion is the primary desired action on the site, this should be obvious to identify and will generally be a single action.Micro conversion example: social media interaction and newsletter sign upĮxamples of micro-conversions can often be categorised as follows: They can also have less obvious conversions, such as click-throughs from search results (CTR could justifiably count as a micro conversion rate). Micro conversions could also include more standard actions, such as viewing a product page or adding an item to the shopping basket. However, in isolation, they do not generally drive revenue or customer acquisition at the point of their conversion. In this case, these actions indicate user engagement and lead users to complete an order at a future point. In contrast, micro conversions include signing up for an email newsletter, a PDF brochure download, a Facebook like, etc. Taking an eCommerce website, for example, the macro conversion would be an order completion. Avinash Kaushik, the renowned analytics and digital marketing evangelist has blogged passionately about this concept in the past. These actions are often referred to as micro conversions and mark an outcome on a website that is less important than the primary or macro conversion. This measurement alone will not paint the complete picture of performance many other user actions may indicate performance changes. However, fixating solely on this single metric (or any single metric) is ill-advised. Macro conversion performance is of obvious importance. The above list is not definitive by any means, but it does provide a guideline of the most common types and examples of macro conversions for typical websites. Phone calls (driven from non-eCommerce websites).Contact form completion (for websites without eCommerce).Member sign-up (freemium software or social media platform). ![]() credit card provider or mortgage advisor) Macro conversion example: eCommerce order completionĮxamples of macro conversions can generally be categorised as follows: For this objective, the website in question is eCommerce therefore, the macro website conversion would be a completed order. Our previous post included an example long-term objective: double revenue in two years. These overall conversions are commercial outcomes that deliver against the company’s main objective. A subscription sign-up for an online software provider.A completed contact form for a lead acquisition website.An order completion for an eCommerce website.Many website/product owners focus on tracking and optimising their primary conversion point (macro conversion).
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |