One of our favorite questions to ask is, “What do you want your website visitors to do?”It’s a simple question that is often thought-provoking for both marketers and executives.Between Web designers, Web developers, executives and marketing departments this simple question gets neglected.Fortunately, it doesn’t take us long to agree on some very good main conversion goals for a company’s website.These main conversion goals are macro conversion goals. They are strategically designed to transition a visitor into a lead and place them into the company’s sales funnel. Macro conversions have the largest impact on the company’s top-line sales growth.The graphic at the top of the page has submitting your contact information through a lead form as our macro conversion (center circle).People often spend their time designing, marketing and optimizing for only one macro conversion goal. This is terribly inefficient when you realize that your website visitors are converting in other ways too.There are many micro conversions happening on your website. They may not directly impact your top-line sales or immediately place a customer into your sales funnel. Some may be good, and others bad. All conversions are of some value and should be tracked.Visitors are downloading your white papers, watching your product/service videos, signing up for your newsletter, subscribing to your RSS feed and much, much more.Are you tracking these micro conversions?It’s a valuable Web marketing strategy to list, track and monitor both your website’s macro and micro conversions.The trends you find will increase your Web marketing ROI and help you discover better ways of optimizing your website.
November 22, 2010 | Written by Dusty Dean
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