Micro-conversions vs. macro-conversions

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If your visitor isn’t quite ready to make a purchase or book a consultation, they might take an intermediary step — like signing up to your free newsletter, or following you on social media. This is what’s known as a micro-conversion: a little step that leads towards (hopefully) a bigger one. A quick recap A conversion can apply to any number of actions — from making a purchase, to following on social media. Macro-conversions are those we usually associate with sales: a phone call, an email, or a trip to the checkout.


These happen when the customer has done their research and is ready to leap in with a purchase. If you picture the classic conversion funnel, they’re already at the bottom. Conversion funnel showing paying clients at the bottom. Micro-conversi azerbaijan phone number database ons, on the other hand, are small steps that lead toward a sale. They’re not the ultimate win, but they’re a step in the right direction. Most sites and apps have multiple conversion goals, each with its own conversion rate.


which is better? The short answer? Both. Ideally, you want micro- and macro-conversions to be happening all the time so you have a continual flow of customers working their way through your sales funnel. If you have neither, then your website is behaving like a leaky bucket. Here are two common issues that seem like good things, but ultimately lead to problems: High web traffic (good thing) but no micro- or macro-conversions (bad thing — leaky bucket alert) High web traffic (good thing) plenty of micro-conversions (good thing), but no macro conversions (bad thing) A lot of businesses spend heaps of money making sure their employees work efficiently, but less of the budget goes into what is actually one of your best marketing tools: your website.