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Macro Conversion & Micro Conversion
A conversion Conversion: The transition of website visitors into leads or customers. is not just about one 'end result' or sale. Conversions take place in small steps and we measure and track these for clients all the time. Our objective is to keep improving the conversion levels they are experiencing. The backbone of all conversion measurements must be to "measure some meaningful action."
Anisha Dattani - Internet Marketing and Analytics Manager
Macro or General conversion relates to the overall conversion rates Conversion Rate: The rate at which your website converts visitors into leads or customers. resulting from visitors to your site.
If you make 5,000 sales in a time period when 100,000 unique visitors come to your site then your general website conversion rate will be 5%.
Micro or Specific conversion rates can be attributed to individual measures.
If your overall Facebook conversion rate is 1% then of the total number of visitors entering your website through Facebook, 1% went on to take the action you were measuring.
Here are some examples of specific conversions from a selection of our clients:
Conversion Goal |
Result |
|
Request a quote |
My Lease Audi gets 8% of visitors to complete this action. |
|
Download a PDF |
The Stress Management Society receives over 2000 downloads of an e-book a month. |
|
Make a call |
13% of the visitors to itsupportessex.co.uk end up making a call. |
|
Add to basket |
Essentials London (Completed Checkout) converts at a rate of 5%, which is well above the industry standard of between 1-2%. |