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Micro-conversion
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Micro-conversions represent the intermediate steps users take before reaching a macro-conversion, which is the main objective, such as a purchase. These actions can include subscribing to newsletters, downloading documents, or adding items to a shopping cart. Analyzing micro-conversions helps to understand the user journey and identify friction points or optimization opportunities.
Micro-conversions can be used as the main KPI in A/B testing, provided they correlate well with a macro-conversion aligned with the company's overall objectives. As they are often closer to the changes being tested, micro-conversions increase the probability of detecting a Minimum Detectable Effect (MDE) even with lower traffic. This makes them particularly useful for assessing the impact of changes in contexts where macro-conversions are less frequent.
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.
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.
Conversion rates
Often abbreviated CVR or CR, the conversion rate corresponds to the percentage of visitors performing a desired action on a website, such as a transaction, subscription, document download or form submission.
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