Macro Conversions for E-commerce Sites.
Whether you’re an e-commerce site, a blog or simply a publisher, macro conversions are important for your business. They help you track and optimize your revenue, while also helping you identify pitfalls that might be costing you money.
Unlike micro conversions, which are easier to measure and can tell you a lot about your visitors’ preferences and needs, macro conversions are hard numbers that only reflect one aspect of the customer journey. The key is to understand how your micro and macro conversions relate to each other, how you can identify which ones are most important, and how to best track them to drive your goals forward.
The first step in tracking macro conversions is to establish a customer journey map. This visual overview of your sales funnel will give you a clear picture of the steps your customers take before they complete a purchase, so you can focus on the ones that have the highest impact.
Once you have a CJM in place, you can start identifying micro conversions. These are the steps that lead up to a macro conversion, like adding an item to your cart or signing up for your email newsletter. These are the touch points that your most profitable customers engage with before making a purchase, and the ones you should focus on optimizing to accelerate your growth.
Your e-commerce site’s micro conversions should be just as important to your business as your macro conversions. They can uncover gaps in your conversion funnel, provide crucial data for A/B testing, and reveal areas where you’re losing visitors before they make a purchase.
A micro conversion can be as simple as a click on an add-to-cart button, or as complex as a form submission and payment. Your goal with micro conversions is to get users as close to your final macro conversion as possible, so you can boost your revenue and improve the overall experience of your site.
Choosing which micro conversions to track can be tricky, especially for small brands. In some cases, it may be enough to just track the micro-conversions that are most likely to result in a sale. In other cases, you might want to track every micro conversion in the process, including ones from users further away from your goal.
You can do this with Google Analytics, or a third-party tool like MonsterInsights. In either case, you’ll need to set up smart goals that tell you what you’re looking for.
When you set up your goals, make sure you choose a goal type that will capture a micro conversion, such as a click to the ‘add to cart’ button, and that is relevant to the user’s current stage of the sales journey. For example, if your goal is to boost the number of sales from product ads, it makes sense to set a goal that focuses on ‘add to cart’ conversions because those are the most immediate and relevant.
The more micro-conversions you track, the more likely it is that you’ll be able to spot opportunities to optimize your entire conversion funnel. Using this full-funnel approach to CRO will help you see more sustainable results from your CRO efforts, and you’ll have a deeper understanding of how your website is performing on the whole.