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How do you measure your website’s success? For most people, the answer is conversion rate, a key metric that represents the percentage of visitors who take a desired action on your site, such as making a purchase. There’s nothing wrong with that; but if you’re just focusing on conversion rate at the macro level (e.g. making a sale), and not drilling down deeper, you might be leaving money on the table. The fact is, people don’t just visit your site to make a purchase. They’re there to compare prices; to do research; to download a product sheet; to read a blog post; or to get support. These are your micro-conversions – and they’re crucial to engaging leads and moving them through your sales funnel. To get the most out of them, you need to track and measure them. Here’s what you need to know.

  • SP

    Sujan Patel

    7 months ago #

    Good read. Near the end of 2017 I started messing with tracking button clicks on my main site and some engagement metrics on my blog (beyond subscribers and the default tracking elements on GA) and I definitely feel like I have a better idea of how my site is performing. I plan on building on that this year.

  • DC

    David Campbell

    7 months ago #

    In the early stages of a companies lifecycle they can realistically only focus on macro-conversions. If their website isn't generating sales for them then they're clearly in trouble! But micro-conversions are crucial as the company grows. Great piece thanks for sharing.

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