According to Marketing Sherpa, almost three quarters of conversion rate optimization programs increase sales. So, implementing a strategy that prioritizes conversions is key to your business success. When it comes to CRO marketing, there are a number of different measurables to consider. You may have heard discussions about micro conversions and macro conversions — but how do they differ? Both are an important part of your journey towards a strong conversion rate, and help you to achieve your business and marketing goals. Let’s explore the different types of conversions and help you discover which is best for your business.
What are micro and macro conversions?
A macro conversion is an action taken that reflects a website goal. This is considered something that generates revenue, identifies a lead, or creates an inquiry. So, for example, this would include a website visitor making a purchase, completing an application form, or filling in a contact form. Essentially, a macro conversion has a high potential to end in a sale. A micro conversion, on the other hand, is considered to be a step towards a macro conversion, or an indicator of interest in your website or product. This includes signing up to newsletters, visitors adding items to their shopping cart, or downloading a piece of content. So, while a micro conversion may still lead to a sale, the process will likely take longer.
Which one should you be using?
In short, both offer a number of benefits to your business. And, for effective conversion optimization, you will benefit from measuring both. Remember, when it comes to establishing your brand as a leader, building a following, enhancing your reputation, and improving customer experience — it’s not just about driving revenue. Macro conversions are useful indicators of how many leads you are generating or sales you are making — and these are extremely important metrics. But micro conversions are about playing the long game, identifying interest and prioritizing engagement. The most effective CRO strategies will measure both, using micro to fuel macro conversions.
Optimizing macro conversions
It is clear why optimizing macro conversions is important to your business. For it to grow and thrive, you need to acquire new customers, as well as retaining, upselling and cross-selling to existing customers. Macro conversions ensure that customers are buying your products, or are at least in the realms of being highly interested in your business. When it comes to website conversion optimization, there are a number of things you can do to optimize conversions. Consider your online user journey — how easy is it to make a purchase on your site? Are your calls to action clear? Are your contact or application forms easy to fill in? Is your website visually attractive, fast loading, and intuitive? All of these factors play a role in ensuring your website visitors make a conversion.
According to Marketing Experiments, 48% of marketers build new landing pages for each campaign. And, HubSpot found that businesses with more than 40 landing pages generated 12 times more leads than those with 1-5 landing pages. Consider this idea in in your approach. Implement a personalization strategy to help supercharge your conversion rates — after all, the more relevant the online experience, the more likely a visitor is to convert. Use segmentation to identify your target audience, and ensure everything you do as a brand is with your audience in mind. Adopting a personalized approach — through creating highly relevant content, personalizing your calls to action, and embracing personalization software to streamline every digital touchpoint — will supercharge your B2B conversion rate optimization.
Optimizing micro conversions
Micro conversions may not seem as crucial to your business — given that they will take longer to provide revenue-based results. But, they are pivotal when it comes to building your brand. Today, brand loyalty is more crucial than ever. So, customers expressing an interest in your content, engaging with you on social media, and watching your video marketing material counts. In the B2B marketing community in particular, we need to consider the buyer journey. Your potential customers are busy decision-makers, who will be sticking to tight budgets. According to Lead Pages, 81% of sales happen after 7 or more contacts. With long, complicated buyer journeys, keeping your potential customers engaged is key! Micro conversions are an effective way of measuring just that.
Utilize appropriate social media channels to create a hub of engaged followers, and prioritize increasing comments, messages and shares. Drive traffic to your website, encouraging visitors to download an eBook or watch a video. These seemingly small acts will position you as an industry leader and help build an engaged community of loyal fans. Test everything you do — monitor, measure and adapt your tactics to ensure you are seeing results. Create content designed specifically for your audience — prioritizing personalization for the best chance to improve CRO. Utilize micro conversion data to fuel your macro conversion opportunities — displaying products your visitor has previously viewed, or using content and language that’ll encourage them to make a purchase.
Webeo is a leading personalization software taking static, one-size-fits-all B2B websites to the next level. The software works by creating a personalized online experience for each of your website visitors, giving every visitor maximum opportunities to make a conversion. Thanks to a global leading database of business IP addresses, Webeo identifies the business visiting your website and tailors the language, content, imagery and greeting that appears on your site to meet the needs of their specific organization. Boost your CRO, enhance your customer experience and prove ROI fast. Discover the power of website personalization and book your Webeo demonstration today.