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Are You Losing Sales By Only Tracking “Big Kahuna” Website Conversions?

By Stoney deGeyter

November 23, 2015

Many people think of a “conversion” as a confirmed sale. It is, but that’s not the only thing that actually qualifies as a conversion. Every business is different. When it comes right down to it, a “conversion” can be almost anything:

  • lead

  • transaction

  • download

  • phone call

  • form completion

  • information request

  • an email

  • etc.

  • Of course, we are speaking strictly about web conversions here. To a business, a lead is just a lead that still needs to be “converted” into a customer. But for the purposes of tracking website metrics, that lead is considered a micro conversion. You enticed the visitor to take the specific action of providing you their contact information for the purposes of selling them on your product or services, which is the macro conversion. The Big Kahuna!

    Most websites will have more than one conversion point, and each of these should be tracked. If you’re only tracking the macro conversion, then you’re missing out [...]

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