Defining a Conversion for Your Business
Before you can improve your conversion rate, you need to agree exactly what counts as a conversion. This sounds obvious, but many businesses measure the wrong thing or fail to count the smaller steps that lead to a sale.
A clear definition keeps your whole team focused and makes every later test meaningful, because you all share the same idea of what success looks like.
Macro vs Micro Conversions
A macro conversion is your primary goal — a purchase or a qualified enquiry. A micro conversion is a smaller step that signals progress, such as downloading a guide or adding an item to a basket.
Choosing Goals That Reflect Real Value
- Identify the action that earns you money.
- Map the steps a visitor takes to reach it.
- Mark each meaningful step as a tracked micro conversion.
- Agree which single metric defines overall success.
| Business type | Macro conversion | Useful micro conversion |
|---|---|---|
| E-commerce | Completed purchase | Add to basket |
| Professional services | Qualified enquiry | Brochure download |
| SaaS | Paid sign-up | Free trial started |
| Lead generation | Form submission | Pricing page visit |
If you need a hand with any of this, your Progressive Robot delivery team is ready to help. Raise a ticket from the Support area of your client portal or speak to your account manager and we will guide you through the next steps.