Conversion

Conversions are an important metric because the number is used as the basis for calculating the conversion rate. Conversions are the lifeblood of conversion rate optimization and without them there would be no way to determine the success of an A/B test.

Conversion rates must be analyzed alongside other metrics, such as traffic and visitor count. Conversion rates on their own are meaningless until they are placed within the context of sample size and duration.

Micro-Conversions vs Macro-Conversions

A macro conversion is the major desired action a visitor takes at the end of a conversion path. It will eventually lead to the sale or other conversion. Macro conversions are the most important in an experiment’s success.

A micro-conversion is any metric that is being tracked leading up to the final goal or that is useful to gain insight. Examples of micro-conversions often include watching a marketing video, clicking a call-to-action (CTA), creating an account, clicking a social link, or viewing a specific page in the funnel. These micro-conversions should not be used to determine the success of an experiment, but can be useful for generating or supporting hypotheses and gaining additional insight.

Which Conversions Should I Track?

You should track any interaction that could possibly be influenced by the change you are making in a variation. If you are changing the wording of a CTA, you should track the clicks to that specific CTA. If you are rearranging the order of your menu items, then you should track user interaction with each of those menu items. When it comes to tracking conversions, more is better than less. Err on the side of caution and track anything that you think may be useful to you later.

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