From eCommerce to B2B, and even non-profit: in this article, you'll discover how to identify conversion goals (and micro-goals) through practical examples.
On magnews, conversion goals are simple yet powerful tools that allow you to measure the real effectiveness of your digital marketing efforts.
The platform enables you to track the valuable actions that each contact performs on your digital properties. But what does this mean exactly? And how do these goals apply to your industry and specific reality? Here are some use cases to help you understand how to select and set your goals.
Conversion goals for an eCommerce
Not just purchases! In a typical eCommerce site, conversion goals are particularly useful because they allow you to track not only the final outcome of the user's journey, such as a purchase, but also the entire journey through micro-goals that help evaluate the effectiveness of individual actions.
An initial goal could be the download of a lead magnet, white paper, or informational content offering advice and useful materials on the products.
From there, a second goal might be the addition of a product to the cart, a micro-goal indicating greater interest from the user and their intention to purchase.
A further intermediate step is represented by starting the checkout process.
Finally, the journey concludes with the main goal: the user completes the checkout and purchases the products.
Conversion goals for a non-profit
Non-profit organizations have different conversion goals compared to other sectors. Here, the focus is not on selling a product or service, but on spreading a social message. Supporting the cause can result in a donation, but also in other meaningful actions.
In this context, conversion goals are valuable tools for monitoring user behavior. Besides the direct donation, another goal could be the sponsorship of a remote adoption, a periodic financial commitment to support a child or a group of people. An important micro-goal might also be the signature of a petition, which demonstrates the user's interest and support for a specific cause.
Conversion goals for a B2B company
The marketing and communication strategies of B2B companies often involve long and complex relationships with the brand. These relationships start with a first contact, continue with information requests, personalized offer formulations, and proceed with emails and newsletters that maintain the relationship.
Conversion goals in Magnews help you manage this complexity: you can track significant actions like a demo request or a direct contact request from leads. Moreover, you can monitor valuable micro-goals, such as the download of a white paper on relevant topics or newsletter subscriptions, which allow you to maintain continuous contact with your customers, both current and potential.
The value of conversion goals
eCommerce, non-profit, B2B… Although these examples belong to very different sectors, each of them can identify conversion goals that are useful for measuring the effectiveness of business tools and strategies.
On Magnews, all the actions that the user takes, considered significant for the brand, are tracked, measured, and valued, divided into micro-goals and final goals. For instance, you can evaluate the total value of an order or the price of individual products added to the cart. When possible, the goals are also linked to the assets that generated them, such as mass communications, workflows, or onsite messages. This allows you to continually monitor and improve the effectiveness of your marketing actions, correcting or implementing new strategies if necessary.