A/B Testing: Macro vs Micro-Conversions
One of the biggest uses for A/B testing is the endeavor of businesses to perfect their Conversion Rate Optimization (CRO). CRO, in the basic of definitions, is a brand’s attempt to build their conversion rate without affecting the cost of their product or service — at all. It’s a dream for many, however, with the right KPIs and a little bit of hard work you just might achieve it.
There are definitely hundreds of possible metrics that you can test on your website to possibly find the best option to grow your conversions. There are two types of conversions you should be aware of — and understand which ones are most important to your overall success. These are macro and micro conversions.
What are Macro Conversions?
Your macro conversions are your ultimate goals for your website, whether you own a SaaS (Software as a Service) or an eCommerce brand. Your major goal may not be to purchase a product — although that could be one — and could be anything from having visitors request a free sample or reach out on the contact page.
What are Micro Conversions?
Those small milestones you achieve in the conversion process of reaching your ultimate macro conversion goals are your micro conversions. Where macro conversions don’t tend to change until they’ve been accomplished, micro conversions may need to be amended or flopped all together if your A/B testing attempts prove certain options aren’t working.
For example, if your macro conversion is to have a visitor request a free sample from your eCommerce brand, your micro conversions could be using social media content to attract your audience to click and provide their contact information. If you find social media isn’t resulting in the maximum number of clicks, that micro conversion could change to be more search engine oriented.
So Which Should I Focus My A/B Testing On, Macro or Micro Conversions?
The truth is, you probably can’t achieve your macro conversion goals without having your leads go through some form of micro conversion process. You may not even be aware that these steps in the pre-buying process are essentially a form of micro conversion milestones. It can be beneficial for your business and website to keep the scope of your ultimate goals in mind while letting your focus fall on succeeding at the events that need to be accomplished to reach that point. Your micro conversions are important to accurately tracking the KPIs in your A/B Testing as well as help organize and keep your mind concentrated on a timeline.
To learn more about how we can help your business succeed through A/B Testing, leave a comment.
