Metrics are friendly numbers as they showcase important information about a process. Performance measurement is vital. Without putting performance on the metric scale, realistic position of efforts will not be known. Similarly, it is necessary to map out comes of the website, through advertising and marketing campaigns for better performance and success. Conversion is an aspect that every business looks up to. Focusing on the overall conversion rate of the website, does leave a few loop holes. The percentage of conversion as compared to the visitors of the website is usually low, which means there are people who refuse to convert. There is a lot of hard work that goes into attracting traffic on a website, and if they don’t convert, it’s barely of any use.
Hence it is recommended to focus on macro, which means overall conversions. But for better and polished results, it is wise to identify and measure micro conversions alongside. One thing must be kept in mind, that people don’t always visit a site to buy products. Many a times they come there to research and compare about products or services in order to make an offline purchase. At time, website visitors also hover around a website in search of employment or might just be there to have a look at the blog post, etc. These should be utilized as guidelines. Making use of each of the above points, basis for Micro conversions can be set. Later success can be measured using Web Analytics tools. Macro conversions are an overall view and it majorly converts outcomes from the website, for example orders, purchases, etc. Whereas micro conversions can lead to measuring page views as well as job applications submitted, it also gauges the count when the print this page option is clicked. This ascertains that, information provided to the management has a broader and fuller picture of the website’s performance, since the success of all visitors has been measured.
There are a number of benefits associated for micro-conversions
• Better focus can be achieved.
• Measurement of multi – channel impact can be gained, which is beyond the website.
• Micro-conversions help understand multiple persona’s on the website. It also encourages to segment visitors.
• Micro conversions help realize the limits of a pure click stream strategy and have a wider meaning that helps go beyond Google Analytics or other tools.
• Web analytics are usually not satisfied, one of the major reasons here is that they have hyper focused on a lot of data for a small portion.
Expansion of the measurement horizon is need of the hour. Insights from a broader perspective will provide useful hints in order to make proper and optimum use of the data available.