Exactly how you come to make a sale online may feel like a mystery at times. How do you know what's really driving traffic to your site and why people are choosing you over your competitors? Obviously convenience is huge which is why everyone's trying to have smart content so that they're easily found in a search engine, but there's more to it than that. You'll need to think through as many aspects as possible, so if they do reach your page they have a good experience from beginning to end. Tracking and analyzing micro and macro conversions can help you figure out just how effective your approach is.
What Are Micro Conversions?
The direct transaction of money is obviously the primary goal (whether online or in store), but there are often many other steps that come before someone inputs their credit card number or walks into an establishment. Micro conversions can track those steps to see if they're leading in the right direction. Maybe someone doesn't buy something, but they are impressed enough by the site to sign up for the mailing list or to 'like' you on Facebook. These things may not end in a sale today or next week, but you're getting the possible interest you need to increase sales. Restaurants in particular can gain a lot of insight since they want to drive people into their dining room and not just ordering take-out or delivery online. Even the act of clicking on a product page is a micro conversion. When you track them effectively, you can see how much their spikes translate directly into macro conversions.
What Are Macro Conversions?
A macro conversion is normally the primary goal for the website. Typically, it's a single action most often in the form of a direct sale. You're already doing this right now since macro conversions are far easier to track in the form of revenue, orders and shipping quotas.
The Conversion Connection
You really can't have one without the other. One easy way to remember the two is to think of it in terms of a basketball team. The micro conversions are similar to the players who make the assists for the point guard in order to make the actual shots to the hoop. Without the micro conversions, or assists, you won't be able to garner the interest to get the actual sale (macro conversion). You should not measure micro conversions based on one factor, like your amount of Facebook likes. However, analyzing the data can still help you save time and energy in putting effort into things that aren't working. For example, the data might tell you that you're not driving sales through your newsletter or blog. Your resources are limited, so make the most of them with smart decisions.
Utah Search Engine Optimization Services
Macro conversions get the assists from micro conversions, but sometime it's necessary for you to have an assist of your own. Contact Utah SEO Pros today for more information as to how we can help you stay ahead of the game when interacting with customers online. Regardless of what type of business you have, we can work with you to get you where you want to go. Call 801-413-7734 for a free marketing analysis!
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