A ‘Conversion Event’ refers to positive actions that a website visitor takes on a website that indicates that they are interested in what is being offered.
Examples of conversion events include…
- Making a purchase
- Signing up for a newsletter
- Completing a contact form
- Requesting a demo
- Downloading a PDF
Anything that makes the website visitor more than just a visitor.
For marketers, it is tracking and reviewing these conversion events that help us to measure how effective the marketing campaign has been, and what could be improved for future marketing campaigns.
For businesses, these conversion events are sales-creating and/or lead-generating.
The two types of ‘Conversion Events’
All conversion events are either ‘Macro-Conversions’ or ‘Micro-Conversions’.
Macro-Conversion Events
Macro-conversion events are conversion events that directly contribute to the bottom line of the business.
These macro events are usually high value such as making a purchase, completing a contact form, or requesting a demo.
Micro-Conversion Events
Micro-conversion events are smaller conversion events that are taken in the lead-up to a macro-conversion event.
These are the steps that a customer takes in the lead-up to making a purchase, completing a contact form, or requesting that demo. The micro-conversion events include…
- Adding items to their basket
- Subscribing to a newsletter to hear more
- Following the business on social platforms and/or engaging with social posts
Unlike macro-conversions, these micro-conversions don’t contribute directly to the bottom line of the business, but they are positive steps towards contributing.
Monitoring, understanding, and improving the micro-conversions undertaken can help to increase the number of macro-conversion events.
The process of individuals moving through micro-conversion events to macro-conversion events is known as the ‘conversion funnel’.
The ‘conversion funnel’ can also be known as the ‘sales funnel’.
How can I Improve Conversion events?
Conversion events can be improved with ‘Conversion Rate Optimisation’ – known as ‘CRO’.
Conversion rate optimisation focuses on analysing visitors' behaviour, identifying problem areas, creating and implementing strategies to improve the visitor’s user experience, and ultimately increasing the rates of conversion events.
Tools often used include…
- Improving the website speed
- Simplifying the user process and any forms on-site
- Optimising call to actions (CTAs)
- A/B testing
If you are looking to improve the conversion events on your website then get in touch with the team here at Digital Nachos today. We can work with you to review your website and increase both micro and macro conversion events.
Published: 7th Feb 2024