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What is a Macro Conversion?

4 min to read

A macro conversion represents the main objective of your website or any marketing campaign. It is the main thing you want users to perform, and it is a phenomenon that usually relates to most of your business objectives. Consider it as the end goal that you wish to achieve.

Examples of macro conversions: These are the actions that most contribute to the completion of your business goals.

• Purchasing an item through the online store.

• Activating a paid subscription.

• Completing a lead generation form.

• Asking for a demo or meeting with a consultant.

Why they matter: Macro сonversions are necessary for tracking and enhancing your success on the web.

• Illustrate how effective your website is in achieving your business objectives.

• Allows the evaluation of results and identification of improvement opportunities.

• Has a direct influence on revenue and expansion.

Pro Tip:
In the beginning, visualize the big picture on your website by determining 1-3 most important long-term goals. Take a methodical approach to tracking; don't try to track everything at once.
Key Takeaways:
  • Assess the success of your website by keeping track of macro conversions, like sales and leads
  • Explore ways to optimize website usability, as it can improve conversion outcomes
  • Examine various components of the site to determine which attracts the most conversions
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What is a Macro Conversion?

What is the difference between a macro conversion and a micro conversion?

Macro conversions can be referred to as the primary objectives, such as making a sale. Micro conversions on the other hand are sub-goals that advance a user’s journey to completing the macro conversions, for example, signing up for emails. 

Both are important but it is evident that macro conversions are more valuable to a firm’s performance. To understand this better, consider the following:

The relationship between the macro and the micro: Micro conversions open the opportunity for macro conversions.

  • Macro: This is the ultimate goal in terms of the course of action (ex: buying something, signing up for something)

  • Micro: Smaller steps that lead to the macro (e.g., adding to cart, downloading a resource)

What are some common challenges in tracking macro conversions?

When it comes to understanding what makes someone convert, figuring out the exact reason can pose a challenge. Was it an advertisement, a post on social networks, or through searching? Measuring macro conversions can be complicated by the need to determine the source of conversions, a process known as “attribution”.

Another obstacle to overcome is ensuring the validity and integrity of tracking instruments. Improving your website’s effectiveness requires accurate data to make sound judgments and guide your decisions.

Consider the following elements:

  • Attribution: Determining the exact elements that resulted in a sale or a desired action can be difficult.

  • Data accuracy: It is important to guarantee that your tracking tools are properly configured so that they can provide accurate information.

  • Cross-device tracking: A user may use several devices to view a website and later convert to a single device.
Pro Tip: 
Monitor and analyze user activity patterns of your website using analytics tools, for example, Google Analytics.

How can businesses optimize for macro conversions?

Optimizing for macro conversions will require the following steps:

  • Make your website intuitive: Customers must clearly understand how to browse your site. Offer a minimalistic layout and make the purchase process as simple as possible.

  • Provide valuable content: Supply users with information that is useful in assisting them to decide on a purchase.

  • Test different versions of your website: Try placing different headlines, images, and calls to action on your site to know which ones generate the best results.

Here are a few strategies to improve your macro conversion rate:

  • Optimize your website’s user experience (UX): Good UX keeps users engaged and willing to use the website to perform the actions that are intended.

  • Design actionable CTAs: Direct the user toward desired behavior with clear, concise, and persuasive CTAs.

  • Use A/B testing to experiment with different elements: Provide an alternate version of web pages and see which one appeals to your customers better.

What role does user experience (UX) play in improving macro conversions?

Here’s why UX matters:

  • Impact on trust: A professionally designed website may affect user perception and trust, influencing their willingness to take action.

  • Reduce impediments: A streamlined user interface contributes to a smoother conversion process by minimizing potential friction points.

  • Navigational effectiveness: The design is intended to increase navigation efficiency, allowing users to explore the site easily.
Pro Tip: 
Request users’ opinions about the UX of your web page to be able to find out the relevant pain points or areas to be improved.

Conclusion

Macro conversions are the most important business goals that online activities should aim to achieve. By prioritizing macro conversions, you can ensure that the website is focused on the key objectives. Be vigilant in tracking macro conversions, simplify the website, and explore different approaches to discover the most effective for your business.

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