After companies have identified the goals that are relevant to them as “conversions,” the next step is to divide them into micro and macro conversions. The additional segmentation of the conversions pays off when monitoring success later.
Micro-Conversions:
Before a visitor carries out a decisive action on a page . micro and macro conversions they may travel a long digital path across the website. Very few decisive actions phone number library are carried out by users without having previously interacted with a contact point of a company. Micro conversions are suitable for better understanding this path. Basically, these represent sub-goals on the way to a macro conversion. Before finally purchasing a product, for example, a visitor may have informed themselves about the product in advance using a company newsletter . micro and macro conversions in this case, signing up for the newsletter would be the corresponding micro conversion. Other examples of micro conversions are:
- Using the search function of a page
- creating a profile
- Add a product to the shopping cart
- watch product videos
The breakdown of conversions always depends on the requirements of the respective company.
In concrete terms, this means that what is an essential goal for one B2B company may only be a partial goal for another company.
Macro conversions:
Macro conversions are crucial goals for a website. For B2B companies, these another way to change internal include sales via their own website, bookings for services or courses. What is considered “crucial” is different for each company. An important feature of macro conversions, as opposed to micro conversions . micro and macro conversions is that the defined action has been fully completed by the visitor. It is therefore not enough for the user to put something in the shopping cart or fill out forms without completing these processes.
The mistake of defining too many actions as macro conversions should not be made here. Basically, the more decisive goals there are, the less clear it is what the website wants to achieve. It is therefore advisable to limit yourself to a few macro conversions. This way, the essential goals always remain in focus.
Benefits of Macro and Micro Conversions
Macro conversions are essentially primary business goals. Therefore, the associated metrics (KPIs) are also suitable for carrying out the primary measurement of the success of the european union phone number website or campaign. The conversion rate is the ratio of visitors to a website and conversions. It is one of the most important means of carrying out optimization measures on websites. Funnel analyses make it possible to analyze the paths to macro conversion using micro conversions. This determines at which points visitors . micro and macro conversions left the path and thus did not trigger a macro conversion. This gives B2B companies insights into possible optimization potential on their website or within the advertising campaign.
Conclusion
Always check what the ultimate goal is for your company and what goals there are on the way there. Web analytics today offer extensive opportunities to identify potential and optimization options. And B2B companies should definitely use them. This is the only way to always design the content of the website or the messages of advertising campaigns to suit the target group.
