{"id":38552,"date":"2016-09-20T15:00:05","date_gmt":"2016-09-20T15:00:05","guid":{"rendered":"https:\/\/vwo.com\/blog\/?p=38552"},"modified":"2025-01-29T10:28:56","modified_gmt":"2025-01-29T04:58:56","slug":"micro-and-macro-conversions-in-cro","status":"publish","type":"post","link":"https:\/\/vwo.com\/blog\/micro-and-macro-conversions-in-cro\/","title":{"rendered":"Micro and Macro Conversions: Choosing the Right CRO Metrics"},"content":{"rendered":"\n<p>Clearly defining the key performance indicators or KPIs is the first step to any Conversion Rate Optimization (CRO) campaign. It is only through tracking and measuring results on these KPIs that a <a href=\"https:\/\/vwo.com\/platform\/\">business can optimize for growth<\/a>.<\/p>\n\n\n\n<p>The KPIs in CRO can be broadly divided into two categories: <strong>macro<\/strong> and <strong>micro<\/strong> conversions (or goals).<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Macro conversions are the primary goals of a website. Examples of macro conversions for SaaS, eCommerce, or any other online enterprise could be revenue, contact us, request a quote, and free-trial.<\/li>\n\n\n\n<li>Micro conversions are defined as steps or milestones that help you reach the end goal. Micro conversion examples would include email clicks, downloads on white paper, blog subscriptions, and so on.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-center\"><em><a href=\"https:\/\/vwo.com\/ebooks\/improve-conversions-60-days\/#guide-download\"><span style=\"text-decoration: underline\">Download Free: Improve Conversions In 60 Days Guide<\/span><\/a><\/em><\/h2>\n\n\n\n<p>Improving macro goals is imperative to the growth of any enterprise. However, it is equally important that enterprises measure micro goals so as to enhance overall website usability. <a href=\"https:\/\/www.kaushik.net\/avinash\/excellent-analytics-tip-13-measure-macro-and-micro-conversions\/\" target=\"_blank\" rel=\"noreferrer noopener\">Avinash Kaushik talks on similar lines<\/a>: \u201cFocus on measuring your macro (overall) conversions, but for optimal awesomeness, identify and measure your micro conversions as well.\u201d<\/p>\n\n\n\n<p>In this blog post, we discuss why enterprises should:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Track Micro Conversions Alongside Macro Conversions<\/li>\n\n\n\n<li>Optimize Micro Conversions That Impact Macro Conversions<\/li>\n<\/ul>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"Track Micro Conversions Alongside Macro Conversions\" id=\"track-micro-conversions-alongside-macro-conversions\" data-menu-id=\"track-micro-conversions-alongside-macro-conversions\" style=\"text-align:left\">Track Micro Conversions Alongside Macro Conversions<\/h2>\n\n\n<p>Each micro conversion acts as a process milestone in the conversion funnel and impacts the ultimate step, or macro conversion. The following example explains this in a simple manner. Let\u2019s take the case of a regular conversion funnel of a <a href=\"https:\/\/vwo.com\/blog\/conversion-rate-optimization-tips-saas-website\/\">SaaS website<\/a>. The funnel starts at the home page and ends with a purchase.<br><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-38554 size-full\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2016\/09\/conversion-table.png\" alt=\"original table with conversion funnel metrics for SaaS\" width=\"644\" height=\"189\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2016\/09\/conversion-table.png 644w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2016\/09\/conversion-table.png?tr=w-640 640w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2016\/09\/conversion-table.png?tr=w-375 375w\" sizes=\"(max-width: 644px) 100vw, 644px\" \/><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">The visits from the home page to the features page and from the features page to the pricing page are micro conversions in this example. These micro conversions have the same end goal, that is, &#8220;purchases&#8221;.<br><\/span>If we were to double micro conversions from the home page to the \u201cfeatures\u201d page, the result would be almost same as shown in the table below:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"643\" height=\"186\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2016\/09\/conversion-2.jpg\" alt=\"table showing the increase in Micro Conversions impacts macro conversions \" class=\"wp-image-38556\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2016\/09\/conversion-2.jpg 643w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2016\/09\/conversion-2.jpg?tr=w-640 640w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2016\/09\/conversion-2.jpg?tr=w-375 375w\" sizes=\"(max-width: 643px) 100vw, 643px\" \/><\/figure>\n\n\n\n<p><span style=\"font-weight: 400\">The number of completed purchases, that is, the macro conversion, also doubled.&nbsp;<\/span>This example illustrates how micro conversions can have an impact on the macro conversions in a funnel.<\/p>\n\n\n\n<div class=\"custom_blockquote\">\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone\" src=\"https:\/\/static.wingify.com\/vwo\/uploads\/sites\/3\/2016\/09\/flint-2.jpg\" alt=\"profile picture for Dr. Flint McGlaughlin, Managing Director and CEO&nbsp;of MECLABS\" width=\"100\" height=\"120\">&nbsp;<strong><i>Dr. Flint McGlaughlin<i>, Managing Director and CEO<\/i><\/i><\/strong><i><i>&nbsp;of<\/i><\/i><strong><i><i> MECLABS<\/i><\/i><\/strong><strong><i>, <\/i><\/strong><i><i><span style=\"font-weight: 400\">shares the same thought<\/span><span style=\"font-weight: 400\"> \u201c<\/span><i><span style=\"font-weight: 400\">The funnel represents and should be thought of as a representation of what is the heart of marketing, and that is a series of decisions. Those decisions are key transitions; I would call them micro-yeses. There are a series of micro-yeses necessary to help someone achieve an ultimate yes. The Ultimate Yes is the sale in most cases. At each of these junctures, we have to help people climb up the funnel<\/span><\/i>.\u201d<\/i><\/i><\/p>\n<\/div>\n\n\n\n<p><span style=\"font-weight: 400\">While there are a number of <\/span><span style=\"font-weight: 400\">reasons why micro conversions should be&nbsp;<\/span><span style=\"font-weight: 400\">tracked, here are the two main arguments:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><b><span style=\"font-weight: 400\">Micro conversions help you assess buyer readiness, or intent.<\/span><\/b><\/li>\n\n\n\n<li><span style=\"font-weight: 400\">Micro conversions help you assess points of friction in a buyer\u2019s journey.<\/span><\/li>\n<\/ul>\n\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level2\" data-menu=\"Micro Conversions Help You Assess Buyer Readiness or Intent\" id=\"micro-conversions-help-you-assess-buyer-readiness-or-intent\" data-menu-id=\"micro-conversions-help-you-assess-buyer-readiness-or-intent\" style=\"text-align:left\"><b>Micro Conversions Help You Assess Buyer Readiness or Intent<\/b><\/h3>\n\n\n<p>All visitors who land on your website don\u2019t have the intent to make a purchase. Some of them could be running a quick comparative research while others could be checking out your products or services during their first visit. Tracking micro conversions helps you understand whether a visitor could be a potential customer. For instance, tracking micro conversions, such as downloading a product brochure or adding a product to a wishlist, shows the future possibility of conversions on a macro goal.<\/p>\n\n\n\n<p><span style=\"font-weight: 400\"><a href=\"https:\/\/www.nngroup.com\/articles\/micro-conversions\/\" target=\"_blank\" rel=\"noreferrer noopener\">NN Group has defined micro conversions<\/a> as, \u201cThese are not the primary goals of the site, but are desirable actions that are indicators of potential future macro conversions.\u201d<\/span><\/p>\n\n\n\n<p>These micro conversions, or secondary goals, are worth tracking as they clearly show that a visitor might have an interest in your business or product.<\/p>\n\n\n\n<p><span style=\"font-weight: 400\">Here is an example: <\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">PriceCharting conducted a preliminary <\/span><a href=\"https:\/\/vwo.com\/success-stories\/pricecharting\/\"><span style=\"font-weight: 400\">A\/B test to study if their buyers intended to buy<\/span><\/a><span style=\"font-weight: 400\"> from them at higher prices. They used the learning from this preliminary test for future testing. The objective of the test was defined as: Figuring out how price sensitive were the customers. On the \u201ccontrol,\u201d they used \u201cStarts at $4\u201d next to the \u201cPrice Guide\u201d CTA. Two other variations were studied against control. One of them stated a starting price of $2 next to the CTA, and the other mentioned $1 as the starting price.&nbsp;<\/span><\/p>\n\n\n<div class=\"wp-block-image wp-image-38548\">\n<figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"53\" src=\"https:\/\/static.wingify.com\/vwo\/uploads\/sites\/3\/2016\/09\/control-CTA-1-300x53.jpg\" alt=\"micro conversions on CTA for Control\" class=\"wp-image-38548\" \/><figcaption class=\"wp-element-caption\">Control<\/figcaption><\/figure>\n<\/div>\n\n<div class=\"wp-block-image wp-image-38549\">\n<figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"122\" src=\"https:\/\/static.wingify.com\/vwo\/uploads\/sites\/3\/2016\/09\/Variation-CTA-1-300x122.jpg\" alt=\"Micro Conversions on CTA for Variations\" class=\"wp-image-38549\" \/><figcaption class=\"wp-element-caption\">Variations<\/figcaption><\/figure>\n<\/div>\n\n\n<p><span style=\"font-weight: 400\">The test results showed that the variation which stated the highest buys won the most clicks on the \u201cPricing Guide\u201d CTA. This implied that people visiting PriceCharting valued their products and showed readiness to buy even at higher prices. The learning from this exercise for PriceCharting\u2019s future tests was that price was not a major factor influencing their visitors.&nbsp;<\/span><\/p>\n\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level2\" data-menu=\"Micro Conversions \u00a0Help You Assess Points of Friction in Your Buyer\u2019s Journey\" id=\"micro-conversions-help-you-assess-points-of-friction-in-your-buyers-journey\" data-menu-id=\"micro-conversions-help-you-assess-points-of-friction-in-your-buyers-journey\" style=\"text-align:left\"><b>Micro Conversions \u00a0Help You Assess Points of Friction in Your Buyer\u2019s Journey<\/b><\/h3>\n\n\n<p>Along with providing a complete view of your buyer\u2019s journey, tracking micro conversions also helps identify drop-offs on the conversion funnel. For example, on an eCommerce website, users frequently visiting the product page but not adding products to cart implies something is putting off the visitors for moving from \u201cproduct\u201d to \u201cadd-to-cart.\u201d Optimizing the micro goal here, which is increasing \u201cadd-to-cart\u201d actions, will ultimately result in <a href=\"https:\/\/vwo.com\/blog\/conversion-optimization-casestudy-yourtea\/\">increased revenue<\/a>.<\/p>\n\n\n\n<p>Here\u2019s an example of a multi-step sign-up form on a SaaS website. Suppose many users do not complete the form. By tracking micro conversions on the form, you will be able to identify the friction points. Maybe one of the steps in the form that asks for credit card information of users brings the most friction. With this knowledge, you can assess where users lie in their buyer journey and optimize the form accordingly. Optimizing each step in the form or micro conversions will help you improve your macro conversion.<\/p>\n\n\n\n<p><span style=\"font-weight: 400\">When testing, the primary goal in the above examples can be to improve micro conversions. A case study by VWO talks about how <\/span><a href=\"https:\/\/vwo.com\/success-stories\/bakker-hillegom\/\"><span style=\"font-weight: 400\">displaying a banner for top deals increased engagement by 105%<\/span><\/a><span style=\"font-weight: 400\"> for eCommerce client Bakker-helligom. Ben Vooren, an online marketer at Bakker, realized that visitors go to the information pages and read the information, but leave without buying from the website, which was the macro goal. This was the friction that Ben wanted to address. He hypothesized that adding commercially-focused banners at the top of all the information pages (micro goal) will help resolve this friction. The test was run for 12 days on 8,000 visitors. The winning variation led to a 104.99% increase in visits to the \u201ctop deals page\u201d and a statistical significance of 99.99%.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-center\"><em><a href=\"https:\/\/vwo.com\/ebooks\/improve-conversions-60-days\/#guide-download\"><span style=\"text-decoration: underline\">Download Free: Improve Conversions In 60 Days Guide<\/span><\/a><\/em><\/h2>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"Optimize Those Micro Conversions Which Impact Macro Conversions\" id=\"optimize-those-micro-conversions-which-impact-macro-conversions\" data-menu-id=\"optimize-those-micro-conversions-which-impact-macro-conversions\" style=\"text-align:left\"><span style=\"font-weight: 400\">Optimize Those Micro Conversions Which Impact Macro Conversions<\/span><\/h2>\n\n\n<p>While running an A\/B test for multiple variations, studying micro conversions on each of those variations can provide valuable insights. It can show you which changes impacted micro conversions, resulted in improved macro conversions, and which ones did not. As we mentioned, there are a number of micro conversions that you can look to optimize. But not all of these would contribute equally to macro conversions.<\/p>\n\n\n\n<p><span style=\"font-weight: 400\">For instance, to <a href=\"https:\/\/vwo.com\/blog\/ecommerce-product-page-design\/\">optimize an eCommerce product page<\/a> with macro goal of \u201cincreasing checkout\u201d, there could be a number of test variations that you can run:<\/span><\/p>\n\n\n\n<p>In Variation 1 the CTA \u2018add to wish-list\u2019 is made prominent<br><span style=\"font-weight: 400\">In Variation 2 the CTA \u2018save for later\u2019 is made prominent<\/span><\/p>\n\n\n\n<p>Both of these variations will not yield the same impact on the macro goal of increasing checkouts. You may realise that making the \u201csave for later\u201d CTA more prominent is yielding more increase in checkouts. So you would want to prioritize that micro conversion in the subsequent tests.<\/p>\n\n\n\n<p>That said, when running a <a href=\"https:\/\/vwo.com\/conversion-rate-optimization\/\">conversion rate optimization<\/a> program, the test goal should be set as close to revenue as possible. <span style=\"font-weight: 400\">There are two scenarios explained here wherein <\/span><b>optimization for micro conversions can prove disastrous<\/b><span style=\"font-weight: 400\">:<\/span><\/p>\n\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level2\" data-menu=\"When Macro Conversions are Not Considered\" id=\"when-macro-conversions-are-not-considered\" data-menu-id=\"when-macro-conversions-are-not-considered\" style=\"text-align:left\"><b>When Macro Conversions are Not Considered<\/b><\/h3>\n\n\n<p>Solely optimizing for micro conversions without considering how it impacts a major business goal is a total waste of time and efforts.<\/p>\n\n\n\n<div class=\"custom_blockquote\">\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone\" src=\"https:\/\/static.wingify.com\/vwo\/uploads\/sites\/3\/2016\/09\/peep300.jpg\" alt=\"profile picture for Peep Laja from ConversionXL\" width=\"176\" height=\"177\"><br><strong>Peep Laja from ConversionXL<\/strong><i><i><a href=\"https:\/\/cxl.com\/blog\/should-you-optimize-for-micro-conversions\/\" target=\"_blank\" rel=\"noopener\"> says<\/a>, \u201cIf you don\u2019t have enough transaction volume to measure final purchases or revenue, that sucks. But if you now optimize for micro conversions instead, you might be just wasting everyone\u2019s time as you can\u2019t really measure business impact.\u201d<\/i><\/i><\/p>\n<\/div>\n\n\n\n<p>For example, an eCommerce website &nbsp;can increase micro conversions (visits from the home page to the product page) by making the menu bar prominent on the home page. This change might result in higher visits to the product page. However, if you are not tracking the impact of this change on macro conversion (checkouts), &nbsp;the whole optimization process would lack direction.<\/p>\n\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level2\" data-menu=\"When the Focus is on Quick Results\" id=\"when-the-focus-is-on-quick-results\" data-menu-id=\"when-the-focus-is-on-quick-results\" style=\"text-align:left\"><b>When the Focus is on Quick Results<\/b><\/h3>\n\n\n<p><span style=\"font-weight: 400\">A\/B tests with macro conversions as the primary goal can take a long time to provide conclusive results. Conversely, certain tests which measure micro conversions have a lesser testing time. <\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">This happens because macro goals are always less in number in comparison to micro. For statistically significant results, a good amount of conversions on the macro goal are required. This exercise would take comparatively much more time than <\/span><span style=\"font-weight: 400\">collecting <\/span><span style=\"font-weight: 400\">micro conversions. <\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">For example, on a SaaS website, if your primary goal was to increase visits from \u201cthe home page to the products page,\u201d the test will take lesser time (because it has higher traffic) to give conclusive results compared to if the primary goal for the test was \u201cRequest a Demo.\u201d<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">However, testing micro conversions with the objective of completing an experiment faster can lead to failure. While you can track different micro conversions, each of them may not result in a winning variation. This happens because each of those micro conversions might not directly lead to a lift in conversion rates. <a href=\"https:\/\/www.widerfunnel.com\/blog\/should-i-optimize-for-micro-conversions\/\" target=\"_blank\" rel=\"noreferrer noopener\">The false Micro-Conversion Testing Assumption<\/a> example explained in a post on WidderFunnel, is one example that explains this. The gist of the proposed example is that optimizing micro conversions by assuming an equal drop-off at each stage of the funnel ultimately led to the loss of revenue.<\/span><\/p>\n\n\n\n<p>Want to delve deeper to know the key elements that can help you run your CRO program the right way? Watch the webinar below:<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Do CRO the right way!\" width=\"690\" height=\"388\" src=\"https:\/\/www.youtube.com\/embed\/OK_eKRuTP5k?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><figcaption class=\"wp-element-caption\">VWO webinar on doing CRO the right way<\/figcaption><\/figure>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"Conclusion\" id=\"conclusion\" data-menu-id=\"conclusion\" style=\"text-align:left\"><span style=\"font-weight: 400\">Conclusion<\/span><\/h2>\n\n\n<p><span style=\"font-weight: 400\">The success of a <a href=\"https:\/\/vwo.com\/blog\/interview-conversion-rate-optimization-key-components\/\">CRO program<\/a> rests on how well you define your micro and macro goals. The closer your micro goals are to the end goal in the funnel, the higher are your chances of getting a winning variation. On the other hand, tracking micro conversions and improving them can help you enhance the overall UX of your website.<\/span><\/p>\n\n\n\n<p>What metrics are you tracking and optimizing for your conversion rate optimization program? Drop us a comment and let us know.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Clearly defining the key performance indicators or KPIs is the first step to any Conversion Rate Optimization (CRO) campaign. It is only through tracking and measuring results on these KPIs that a business can optimize for growth. The KPIs in CRO can be broadly divided into two categories: macro and micro conversions (or goals). Download&#8230;<\/p>\n","protected":false},"author":117,"featured_media":38587,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"post_read_time":9,"footnotes":""},"categories":[1850],"tags":[],"feature":[],"industry-type":[],"product":[],"role":[],"region":[],"class_list":["post-38552","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-conversion-rate-optimization"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Difference Between Micro &amp; Macro Conversions- Choosing Right CRO Metrics- VWO<\/title>\n<meta name=\"description\" content=\"For your conversion rate optimization program, it is important to track and optimize micro conversions alongside macro conversions.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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