This post explains the importance of micro and macro conversions and how they impact a business. Today I will be evaluating Mission Creek Festival’s website, (http://missioncreekfestival.com/) as an example to evaluate its functionality and identify the conversions in their e-commerce business.
The E-commerce industry has grown at an explosive rate through the years and in 2013 the industry generated approximately 1.3 trillion U.S dollars. In this competitive environment, to stay ahead it is important to optimize your website to achieve high conversion rates. Though generating sales is considered to be the most vital conversion, other subsidiary conversions that lead to the sale are significant to the business as well.
The most important, primary conversion for a web business, that leads to the generation of sales, acquisition of leads or inquiries that result in the achievement of the bottom line goal of any website is known as a Macro conversion. This conversion is usually the finish line and will have a direct correlation with the revenue. Examples of macro conversions include checking out items in the shopping cart, making an appointment with a dealer, opening an account etc.
The secondary conversions that most website users partake in through navigating the website or social media portals, interacting with various tabs and windows and engaging themselves with the content, define a path to the finish line and are known as Micro conversions. These conversions are crucial to helping identify strengths as well as areas of improvement for the website.
While focusing on achieving macro conversions, it is important to identify the micro conversions your company would like to optimize. Why? Studies have shown that approximately 96% of viewers that visit your website are doubtful of making a purchase/have no intent to purchase anything at the time. Using Avinash Kaushik’s See-Think-Do Framework customers can be classified into categories depending on their level of engagement with the website. While it is important to focus on achieving higher sales through macro conversions, it is also important to concentrate on not disappointing individuals in the See and Think stage by providing them with a good website experience and other such micro conversion possibilities. Failure to do so will result in a lower conversion rate, ultimately affecting sales and the revenue generated.
In his blog, Avinash Kaushik explains the importance of measuring the outcomes of these conversions. For macro conversions, comparing the end goal to the outcome of the conversion itself is a measurement of success. To explore micro conversions that sum up to a macro conversion it is important to track the following:
- The product’s information page.
- The page with information on final pricing.
- Any media posted on the page and the visitor’s interaction with it.
- Click through rates of emails and engagement on social media websites.
- Interactions with the contact page.
Let’s now use an e-commerce website to understand these concepts better.
Mission Creek Festival – Iowa City
The Mission Creek festival is an annual, city wide event that encourages experimental and underrepresented artists. This festival’s USP is their focus on showcasing the city’s cultural geography which allows locals to act as tourists in their own town. The venues are spread across Iowa City and always attracts the vibrant energy of University students and locals alike.
Mission Creek’s Macro Goal:
Let us take a look at their homepage.
This homepage immediately tells you that this an e -commerce website that allows you to purchase tickets. The slideshow of images in the background display expectations visitor’s may have from this festival. Through this, I believe that Mission Creek’s number one Macro goal is to generate ticket sales.
As you scroll through the website, you realize another significant goal is gaining donations to support the festival. With a clearly laid out plan and call to action button, donations from visitors is definitely a Macro goal for the business.
Through the tabs on their website, I identified the following as some of their micro goals:
- Accessing “About page” – Indicates visitors potential interest in learning more about the festival. (Can be tracked through #page visits)
- Accessing “ Schedule” and “Lineup” – indicates visitors who are potentially interested in buying tickets for certain artists at certain times. (Can be tracked through number of page visits)
- Connecting via social media – Indicates visitors who are interested in engaging with the festival’s social profiles to solve issues or to stay updated. (Can be tracked through media inquiries)
- Enquiring about Volunteer opportunities – Indicates visitors interested in being involved with the festival.(Can be tracked through volunteer inquiry emails)
- Newsletter sign ups – Indicates visitors who are interested in keeping in touch with the festival. (Can be tracked through newsletter sign ups)
How Mission Creek can do things differently?
- Implementing the “Support/Donate” button on the homepage will make it more convenient for those who wish to support the festival.
- Introducing a live chat feature to solve immediate concerns that visitors may have can help improve both micro and macro conversions.
- Introducing a video can increase sales by 144%.
Hope this definition and example was helpful in understanding that the success of a website is derived from both it’s micro and macro conversions. Every website is unique and has different micro and macro goals. It is always important to identify these goals before formulating the web page.