How to analyze results with multiple goals

Understanding micro and macro conversions

In the context of A/B testing goals, micro and macro conversions refer to the desired actions that a user takes on a website or application.

1. Micro Conversions

These are small actions or steps that users take towards a larger goal. This could include actions like clicking on a product link, adding a product to the cart, subscribing to a newsletter, spending a certain amount of time on a site, or visiting a certain number of pages. 

These actions indicate interest or engagement, but they may not necessarily result in immediate revenue. However, they are important to track, as they play a vital role in the user's journey towards the final conversion.

2. Macro Conversions

These are the primary goals of a website or application, typically actions that directly generate revenue or represent a significant level of user engagement. For an e-commerce site, this would be users making a purchase. For a B2B website, this might be a form completion leading to a sales lead. For a content website, this might be a subscription to a premium service.

When to use micro and macro conversions

A/B testing can be used to optimize both micro and macro conversions. For example, you may run a test to see which version of a product page leads to more add-to-cart button clicks (a micro conversion) or which version of a checkout process leads to more completed purchases (a macro conversion).

While it's true that macro conversions are your ultimate objective, it's crucial not to underestimate the importance of micro conversions. These actions offer insights into user behavior, assist in identifying areas of friction or interest, and provide directional cues for guiding users along the conversion journey.

Bear in mind that a button click (micro goal) doesn't always lead to a purchase (macro goal). It merely shows that your variant affects a particular behavior, like the click-through rate, not the final conversion.

In low-traffic situations, the risk levels are inherently higher. Employing micro goals does have risks, but they are considerably less than making an uneducated guess. You're essentially tracking specific behaviors to gain analytical insights, which would help you strategize more effectively and reduce overall risk. As you navigate this path you're optimizing for a precise understanding of user engagements and behavior correlation with final conversion while minimizing reliance on assumptions.

As a Mida user, you're not limited in the number of events you can use to review your test results. Therefore, incorporating both micro and macro goals in your Mida experiment is highly recommended for a comprehensive analysis of user behavior and optimization of conversion paths.

How to analyze results with multiple goals 

On the experiment results page, you can switch between different event metrics to see how your variant causes a change in specific user behaviors (e.g., click-through) or the ultimate goal (e.g., purchase). 

Before diving into results analysis with multiple events, you first need to outline the event - the action performed by the visitor - in Mida. There are several methods to achieve this.

How to Setup Events in Mida

1. Integration with Google Tag Manager (GTM)

If you're currently using GTM for event management on your website, you can effortlessly synchronize your events from GTM to Mida. Learn more about this option here. 

2. Use Mida's built-in visual editor

Accomplish this by navigating to 'Events', then clicking on 'Setup Event'. 

This option open ups a visual editor to help you define event, or you can choose to manually enter the element path.

3. Use Event API 

Mida allows you to send events by using Javascript when specific actions take place on your website. Read more here.