Ways to push micro to macro conversions

Most of the online platforms has macro and micro conversions.Micro conversions are basically the intermediate steps which user takes before finally converting which can either be actual monetary sale for e-commerce site and response for lead based site.Macro conversion are the actual conversion which leads to the sale or response.

Though increase in micro conversion automatically leads to increase in macro conversion,it is possible to further increase the transition from micro conversion to macro conversion by following certain steps.In this blog will discuss on how to increase push from micro conversion to macro conversion.


It is first necessary to identify the distance between micro conversion and macro conversion.When there are lot of steps before a macro conversion can take place,it is necessary to push user to the next micro conversion.The various steps involved in conversion for any site are

Home->Search/Filter->View detail->Add to cart /shortlist->Check out/response form fill->Payment/response sumbission

Home->search

The first step in conversion is making user search for what he is looking for.When the search is low it means that macro conversion will be low.In order to increase search one should

• Make search simple:It should be easy to search which means that number of search parameters should be minimal.

• Faster to load:The results should be faster enough to load else user may close the session and leave

• Flexible search: Identify the different ways in which user would like to search.These could help in building the comprehensive search functionality

Search->detail page

Now when user is in search state it is necessary to move user to the detail page in order to move him closer to conversion.When user is not moving to detail page it can be because user is not able to find the right product/information,not enough listing etc.In order to increase push

• Integrate right filters:Filter helps user in finding the right product easily.Thus having right filters make information discovery easy and hence help in improving macro conversion.

•  Show the right information:User will go to detail page only when the information shown is as per his requirement.Indentify the important parameters use is looking for and show them at right place

Detail->Add to cart /Shortlist

Once user has seen the detail page he will add to cart the product only when he is totally satisfied with the product info.This means all the information which user require to shortlist/ad to cart should be provide.In order to improve  push to cart /shortlist

• Provide decision making information:This can be anything based on the product.For eg product compare which can help user identify the right product.

• Place the button at right place:User will perform the shortlist/add to cart only when the  button are clearly palace at the right place.

• Sending right push notification:When user has viewed certain properties it can be send/shown to the user again which can invoke him to shortlist the properties

Shortlist->Buy/responses

User will finally convert only when the conversion process it made simpler to the user which means the response form or the payment process should be made very simple with the least number of steps.In order to improve macro conversion

• Make the payment/response process simple:There should be minimal steps required to complete this action

• Failure backup:When the user fails cannot proceed in certain step their should be help provided at the step to proceed or there should be tracking option which helps in getting back to user with solution

These are the steps to be followed for the above flow.In normal cases the user may skip certain steps in that case new strategy should be adopted