To signify evolution that takes place within a single species, the word microevolution is used whereas evolution that transcends the boundaries of species and takes place on a very large scale is termed as macroevolution. To understand the difference between micro and macro, let us take up the example of micro and macro evolution. This article takes a closer look at the two prefixes to find out their differences. Many people confuse between micro and macro despite knowing that these prefixes signify small and large respectively. The list of words that makes use of these prefixes is long and exhaustive. This is true with micro and macroeconomics, micro and macro evolution, microorganism, micro lens and macro lens, micro finance and macro finance, and so on. Macro and micro conversions are important in understanding and optimizing your site and your marketing strategy so it’s critical to understand them and to carefully select them.Micro and macro are prefixes that are used before words to make them small or big respectively. As operational metrics for Product Managers to identify where the are opportunities to improve the macro conversion (read more on metrics).In funnel analyses to understand where users are dropping off on the path towards a macro conversion.The primary measure of success of marketing campaigns.The primary measure of success for Product Managers (read more on metrics). Conversion rate is simply the number of users who took the macro conversion action divided by all users who came to your site. Common Uses of Macro and Micro ConversionsĪs the primary business objective of your site, your macro metric is generally used to calculate the overall conversion rate of your site. Creating an account might be the ultimate goal for a new user to a social network, but creating an account without a purchase would be of secondary importance to an e-commerce site. Notice that some micro conversions are also on the macro conversion list. Most micro conversions are common across industries. Clicking through a sponsored link - common for affiliate sites.Requesting a demo - common for SaaS companies.Signing up for a newsletter - common for content sites and companies with brick-and-mortar stores.Creating an account - typical for social networks or freemium e-commerce sites.Making a purchase - typical for e-commerce.Selecting the right micro conversion(s) usually depends on your industry. What Are Common Macro and Micro Conversions? You should select as many micro conversions as are critical and actionable on your customer’s path to a macro conversion. The macro conversion(s) should reflect the desired business outcome of a user’s visit to the site. In general, you want to limit yourself to one or two actions as macro conversions so that you and your team can focus on what really matters on your product. The more macro conversions you have, the less clear it is what you want out of your site. How to Select Macro and Micro Conversions? In this case, the action of watching the video could also be a micro conversion. It’s unlikely that watching the video is required for purchase, but it may be that those who do watch the video are much more likely to make a purchase. Also, many e-commerce product pages have a product video the user can watch. Thus this action could be a micro conversion. In an e-commerce site, adding an item to a shopping cart is often a required step before making a purchase.
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