If you run an online business or blog, conversion tracking is an important part of your marketing strategy. Below, the experts at 51Blocks help define conversions and point out several you should be tracking.
Conversions are the end-game when it comes to an online business. They are the response to your call to action (CTA). However, what most do not understand, is that conversions can be split into two distinct categories.
A macro-conversion is the type that most business owners focus on. They are the ultimate goals. For an e-commerce website, the macro-conversion is the purchase of their product. For others, it may be filling out a consultation form, scheduling an appointment, or becoming a member.
On the other hand, you have micro-conversions. Micro-conversions are the actions that a potential client or customer make that brings them closer to the macro-conversion. In other words, micro-conversions are the indicators that a potential client or customer has taken an interested in your business.
Why does conversion tracking matter? Because if it does not convert, it probably does not matter.
The truth is, conversion tracking is the best way to help you evaluate the effectiveness of different marketing strategies. Are those hot pink leopard-print slippers not selling as well as you thought they would despite massive amounts of money spent on Facebook or YouTube ads? By conversion tracking, you can determine where your biggest customer base comes from, as well as what pages and items are viewed before a customer purchases or leaves your page.
Macro-conversions are important. After all, that is the point of a CTA! Macro-conversions, however, capture very little information aside from the final customer decision. Those micro-conversions, however, tell you the digital journey each potential client or customer took before they ultimately decided to buy or leave.
Identifying your macro-conversion is easy. However, figuring out what your micro-conversions are may be a bit trickier.
There are two ways you can figure out what your micro-conversions are.
Whether you brainstorm interests or evaluate an onsite conversion funnel, the idea is to quantify and study the micro-conversions that lead to a successful purchase.
There are dozens of micro-conversions. You do not have to focus on each and every one. Instead, you need to focus on ones that do one of three things:
Depending on your goal, you may find certain micro-conversion groups more beneficial to track. These include interest, engagement and activity micro-conversions.
Interest micro-conversions include things like:
Engagement micro-conversions are more focused on communications and feedback, like:
Activity micro-conversions include:
Paying attention to your micro-conversions is important. This is especially true if your site is not doing as well as you had hoped. However, marketing and conversion tracking may not be one of your strengths.
The professionals at 51Blocks are passionate about digital marketing strategies. As experts in conversion tracking, marketing analysis, and more – we are here to help you get the most out of each and every step. Contact us today to find out how we can help boost your conversions today!