Conversion

Specific and measurable action that a user performs on a website or application, representing a goal defined by the business. This can include a purchase, a sign-up, a form submission, a click on a strategic button, or any other interaction considered significant within the scope of business objectives.

There are two main types of conversions:

• Macro-conversions: final, high business-impact goals, such as a purchase, a quote request, or a sign-up for a paid service.
• Micro-conversions: intermediate actions that indicate user engagement and potentially lead to a macro-conversion, such as a newsletter sign-up, account creation, or product viewing.

CRO challenges:

Understanding and analyzing conversions makes it possible to:

• identify friction points in the user journey (e.g., cart abandonment, overly long forms),
• measure the effectiveness of pages or features,
• prioritize A/B tests based on high-potential areas,
• and refine UX to guide users more effectively toward the desired goal.

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 of prioritized conversion goals as part of a CRO roadmap.