A conversion is any action a visitor takes on a website: a request for a quote, a phone call, a purchase, or a completed contact form.
Micro-versus Macro-Conversions
Not every conversion is just as valuable. A macroconversion is the ultimate goal (a purchase, a signed contract); a microconversion is an intermediate step that leads to that goal (subscribing to a newsletter, viewing a product page, using a price calculator). Both are worth measuring, but a macro-conversion carries more weight in the final ROI calculation.
The conversion rate
The conversion rate indicates what percentage of visitors complete the desired action, and is one of the most important KPIs within online marketing, which is often more important than the sheer number of visitors. 1,000 visitors with 5% conversion generate more customers than 5,000 visitors with 0.5%.
What conversion affects
The most important factors are: clarity of the call to action, page load speed, trust signals (reviews, trust badges), the length and complexity of forms, and the extent to which the landing page meets the expectations raised by the ad or search query.
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