Which Of The Following Is An E-commerce Site’s Macro Conversion?

Which of the following is an E-commerce Site’s Macro Conversion? 

Ultimately, the goal of any eCommerce site is to get visitors to purchase a product. That’s why digital marketers often focus on conversion rates and search engine optimization costs. The higher that number, the more money a business makes.

(Looking for “search engine optimization cost“? Contact us today!)


But while that’s an important metric, it’s not the only one you should be measuring. In fact, micro-conversions are just as vital to the overall success of your website. 

Micro conversions are the small steps that lead to the final goal, which is a macro conversion. They can range from new user signups and product additions to more process-based actions like adding a payment method or creating an account with the site. 

The key to understanding these micro conversions is to create a customer journey map (CJM) of the buying process. This will help you understand which micro-conversions are most likely to result in a sale and spot which ones are less likely to have an impact. 

In the case of an e-commerce company, the primary macro conversion is purchased — but users may only complete those orders after they have taken numerous micro-conversions along the way. Those include signing up for an email list, creating a registered account, asking a question in the review section or browsing products. 

These actions are important because they demonstrate the user’s intent to purchase a product and that they are ready to make a purchase. They also help you identify potential points of friction that could be preventing them from making a purchase. 

Tracking these micro-conversions is essential because it will show you which users are most likely to convert into customers and allow you to target those users with marketing efforts that will get them to make that conversion. 

For example, if a B2B online furniture retailer wants to increase the number of people who request fabric samples from its site, it can track how many of those requests convert to purchases and use that data to determine which areas of the website are causing a significant percentage of sample requesters to abandon their shopping carts without completing an order. 

Similarly, when a sportswear brand’s customers start to add items to their cart, they can use that data to target them with promotions and sales to accelerate their checkout and complete their order. 

There are numerous ways to identify which micro-conversions are most relevant to a particular industry or type of product, but the best way to do so is to start by segmenting your traffic. For example, a person who is looking for a pet supply store might not be interested in your athletic apparel, but they’ll be more interested in the one-time sale prices you offer on your website. 

These micro-conversions are all part of the FITD method, which recognizes that customers are more likely to do big things when they’ve agreed to small ones first. It’s not a magic formula, but it can be a powerful way to increase revenue and improve customer retention.