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Conversion
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Specific, measurable action that a user performs on a website or application, representing an objective defined by the company. This can include a purchase, a registration, a form completion, a click on a strategic button, or any other interaction deemed significant in the context of business objectives.
There are two main types of conversion:
- Macro-conversions: high-impact business end-goals, such as a purchase, a quote request, or a subscription to a paid service.
- Micro-conversions: intermediate actions that indicateuser engagement and potentially lead to a macro-conversion, such as signing up for a newsletter, creating an account, or viewing a product.
CRO issues :
Understanding and analyzing conversions allows you to :
- identify friction points in the user journey (e.g. shopping cart abandonment, long form),
- measure the effectiveness of pages or features,
- prioritize A/B tests according to high-potential areas,
- and refine the UX to guide the user more effectively towards the desired objective.
Conversion analysis :
- Tracking via analytics tools (GA4, Matomo, Mixpanel...),
- Clear definition of conversion events and their strategic importance,
- Segmentation of conversions by channel, device, profile, behavior,
- Implementation ofprioritized conversion objectives as part of a CRO roadmap.
Similar definitions
UPT ( Unit per transaction)
Indicateur e-commerce qui mesure le nombre moyen d’articles achetés par commande.
CVR (Taux de conversion)
Indicateur clé de performance (KPI) qui mesure la proportion de visiteurs ayant réalisé une action attendue sur un site ou une application, par rapport au nombre total de visiteurs exposés.
Macro-conversion
Macro-conversion is the ultimate goal a company seeks to achieve with its visitors, such as a full purchase, a subscription to a paid service, or any other primary action that generates business value.
Micro-conversion
Micro-conversions represent the intermediate steps that users take before reaching a macro-conversion, which is the main objective, such as a purchase.
Scroll depth (scroll rate)
Scroll depth, or scroll rate, measures how far a user scrolls down a web page, indicating which sections of content are actually viewed by visitors.
Bounce rate
The bounce rate measures the percentage of visitors who leave a site after viewing a single page.
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