Set micro- and macro-conversion goals
1. Set up micro-conversion tracking to track activities that lead users closer to your business's end goal.
For example, you might track requests for quotes or clicks on the view pricing link.
2. Map out each micro-conversion on your website and describe the user's end goal to gain momentum towards a conversion.
For example, a click on a CTA leads people to the product page or adding a product to the cart.
3. Divide the groups of micro-conversions into elements that lead towards a macro-conversion and elements that indicate a micro-conversion.
Micro-conversions that lead towards conversions can be an item added to the cart or a request for a quote. Conversion indicators are potential conversions such as whitepaper download or social media interactions.
4. Identify drop-offs in one step of your customer journey, to test different elements and track conversion results.
For example, if you identify that users drop off on the product page, you can test variations of micro-conversions – such as CTA buttons or copy – and analyze if the adjustment decreased the drop-off numbers.
5. Set indicator goals to build credibility with your brand and increase the trust factor that can lead to macro-conversions
For example, commenting on a blog post or subscribing to a newsletter are indicators that users show interest in your brand.
6. Track macro-conversion metrics that closely indicate the revenue your company is generating from the optimization.
For example, if your business model relies on repeated subscriptions, then you might use number of signups over 3 months.
7. Set up tracking in your analytics panel to follow micro-conversions that lead to generating revenue.
For example, track CTA buttons that lead people to the product page or track add to cart buttons that lead people to the payment page