Prepping for the journey: micro and macro conversions

Written by Jamie Bowers


Traveling is by far one of our favorite things to do, especially when it involves hopping on an airplane and visiting a far-off place. But going on a trip always involves so much more than the actual travel.

Think of all of the steps you need to take before you actually board that plane – is your passport up-to-date? Do you need a visa? Where are you going to stay? Do you have an international phone plan? Do you need to buy new clothes or toiletries for the trip? Have you checked in yet? Very important research before heading to the airport, where is the best coffee shop for fueling your trip after you arrive??? ☕️ The list can be overwhelming!

But once you complete all of these preparation steps, it’s always worth it once you step on that plane and begin your journey.

Micro vs macro-conversions

When it comes to website conversions, many of us think of a single outcome – the “macro” conversion. We usually imagine this when we hear the word “conversion” – someone completing a purchase, signing up for an offer, scheduling a call, or otherwise taking the desired action on our site. However, it’s not the only type of conversion out there. By understanding micro-conversions, you can gain valuable insights into customer behavior and create a better overall experience on your website for customers.

What are micro-conversions?

Micro-conversions are the smaller steps that people take while interacting with your website before they perform the desired macro-conversion action. These smaller steps can include anything from visiting a specific page to watching a video or downloading a resource like a PDF. By tracking how people interact with your website and understanding what type(s) of content they interact with before completing a macro-conversion, you can gain valuable insight into what’s working and the information your customers need to make a decision.

So why does this matter?

For example, if you notice that most people who visit the pricing page don’t go any further in the conversion funnel, then it could be an indication that you need to update your pricing or add more information about the product or service. Or maybe people are watching a video but not taking any further action. This could indicate that the video isn’t effective or needs some adjustments. In both of these scenarios, we would ask what is the call-to-action (CTA)? Is it crystal clear what we are asking the customer to do? Is there any confusion?

By tracking micro-conversions, you can get a better picture of where people stop or get stuck in their journey, and what needs to be adjusted to make sure they continue on and complete the desired macro-conversion. This type of Conversion Rate Optimization can help you focus your efforts on areas that will have the greatest impact, ultimately increasing the number of meaningful conversions on your website.


You can optimize your website more efficiently and maximize the number of visitors who end up taking the desired action on your website by understanding micro vs macro conversions. With this knowledge, you can tweak and adjust your site to make it more appealing and increase conversions, just like that knowledge and research ahead of taking your trip prepares you for the journey. So don’t forget about micro-conversions when you’re optimizing for website conversions – they could be the key to creating a better user experience and increasing the number of site visitors that turn into customers!

Hi! We’re Zainatain

Zainatain is a web design and conversion rate optimization company fueled by coffee ☕, adventure ✈️, and a healthy dose of humor 🤣. We believe in the power of digital interfaces to accelerate business growth and help our clients achieve their business goals.

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