The micro objectives, drive your macro conversion in the long term.

Friday June 29th, 2018

Every website worth its salt has a very defined main objective. To achieve this goal we measure it as conversion – macro conversions. Macro conversions may well consist of a transaction that entails income or the generation of a lead.

Normally we put is the greatest effort in time and investment  to achieve the macro conversion and in many cases produce a forgetfulness of all that traffic that is in an initial phase of the conversion funnel. All the web site visitors enrolled in the awareness or consideration phase, we must consider as a micro objective / conversion target in order to measure and act on their progress in our funnel.

At Making Science we consider the optimization of these minor objectives as fundamental and enable  us to interact greatest extent possible with users that visit the sites of our clients. We are able to identify and define the micro objectives and  conversions using our vast experience in web optimization.

A simple example, a customer enters a computer store, he knows he is not yet to buy a computer, he is just window shopping, but he does decide to sign-up for the computer store loyalty program, a micro-conversion. A week later the computer stored visitors gives the store a like on Facebook, a second micro-conversion. Two months later the visitor  decides to acquire his computer from the computer store, in part due to the computer store keeping the visitor in contact via the sales funnel micro-conversions.  These micro-conversions are critical to help drive a prospect through the purchase decision process, to reach the final buy decision.

One of our clients in the hotel sector needed to get more records to launch a new customer loyalty program. Making Science took the registration part, which involved a direct discount on the reservation, one step closer to the conversion. A page in which the user paid more attention to what he read and the results have been magnificent as you can see.

The client’s registrations went from an average of 20 per week to over 200 in this same period.

Another improvement in  micro targeting at a Making Science client, in the education sector, was also very successful. The customer’s web site was focused mainly on the achievement of new leads. In conducting our user experience analysis as aligned with micro conversion objectives we noted that “planning a campus visit” was a bit difficult to find  which was determined to be a critical step in the decision process of a new student.
We extracted data to measure the fact that 50% of the prospects that visited the university ended up converting to enrollment (macro conversion), vs the 5% that enrolled directly on the web without making the campus visit.

The approach was clear, strengthen this micro objectives to improve the final conversion. We converted a hard-to-find link link into a powerful CTA by conducting various rounds of user experience testing to ensure it’s most optimal position on the web site. This improvement multiplied by 8 times the visits to the university that came from the site.  Taking into account the earlier correlation regarding campus visits to macro conversions these improvements delivered the university big success on new enrollment.

VISIT CAMPUS

These are two clear examples of how small(micro objectives) changes in things that seem at the surface not to be significant can have indeed have long-term improvements for the business (macro conversions).

From Making Science we encourage you to focus on these micro objectives, either by stimulating visitors to view a video on your website, or to download a report or information-pack in pdf, subscribe to your newsletter, sign-up for your loyalty program or follow you on a social network. The little things count when trying to reach your macro conversion target.  Keep in mind many times a new customer is not a buyer on their first visit,  your micro objectives with interactions on your website need to nurture the prospect to the buy decision. Ask yourself does your website have micro conversion actions designed to interact with your visitor to get them to the final decision?