A conversion occurs when a user completes some predetermined action on your site. Conversions do not have to be tied to monetary goals, and common examples are when a user completes an order, clicks a button, submits a lead generation form, reaches a specific page, or any other goal of interest.
Conversions are recorded as an absolute number and can be thought of as the number of people who took a certain action on your site.
Conversions are an important metric because the number is used as the basis for calculating the conversion rate. Conversions are the lifeblood of conversion rate optimization and without them there would be no way to determine the success of an A/B test.
Conversion numbers should not be analyzed on their own, however, as they have little value until they are placed within the context of sample size and duration.
Conversions are split into both micro and macro categories, and both have important roles in results analysis.
In CRO, most conversion goals (both micro and macro) can be boiled down to a few common action types: “Clicks”, “Pageviews”, and “Submissions”. With a few exceptions, the majority of conversions will be achieved by one of these three actions. Each business should determine one macro-conversion and a variety of micro-conversions for each experiment.
Often, for lead generation businesses, the final conversion occurs over the phone. In this case, phone calls or final sales conversion numbers can be used as a macro conversion. Call volume can be used as a micro-conversion, but experiment success should be determined by final sales numbers whenever possible.
Evaluating and making sure your potential partner delivers the right progressive delivery and experimentation platform can be difficult. Download this free template to evaluate the quality of platforms and make sure they deliver exactly what you need.
Learn how digital solutions can help your team to build and deliver better customer experience that drive growth.
More people are accessing the internet in new ways, which means your digital customer experiences are more valuable than ever. Our new COVID-19 guide is full of practical advice and proven ideas on using experimentation to stay ahead of the game.
An error has occurred
You can get the very best of Optimizely without spending a dime.Try it out for 30 days, on us.
Hang tight! We're creating your account and password instructions are headed to your inbox.
Please correct form errors
Start releasing products smarter with feature flags and rollouts. Prove value with A/B testing. Built on our Full Stack platform.
Welcome, we're creating your account...