The Micro Conversion Optimisation (MCO) Process

We believe that conversion is an end-to-end process that addresses every stage of the customer journey, every interaction you have between gaining someone’s attention and converting them into a revenue-generating customer. We call these the micro conversion points.

By optimising your marketing channels and your online content simultaneously you can eliminate loss of performance from your campaigns and increase the number of visitors to your site who go on to become customers.

How does the MCO process work?

Whatever your ultimate conversion goal is – a sign-up, a lead, a sale – we need to map out the full series of interactions on route to this goal. This map is unique to your business, and provides a sound basis for improving your marketing performance.

Our MCO process breaks down into four key stages:

  • Business intelligence

    First we define the ‘macro conversion points’, to understand what you are trying to achieve with your business.

  • Planning and recommendation

    Then we drill down to the ‘micro conversion points’. These are the interaction points that occur on the customer journey towards your final conversion goal. We find that these are frequently overlooked despite their critical contribution to the success of your business. We can now isolate the variables that influence these micro conversion points and deliver a set of concrete actions to test and improve your online content.

  • Implementation and testing

    We will typically test: calls to action, the effectiveness of product copy and product images, your use of headlines, different fonts and colours, the effectiveness of contact forms and shopping carts, your use of customer assurances and more.

  • Review

    We now produce a full review of the variables we have tested. With detailed scorecards we can measure success over the short to medium term and make recommendations for the long term.

Through the MCO process we can connect your advertising activities with your on-site performance. Unless you align your marketing channels directly with the experience users receive when they visit your website you will never have a true picture of exactly how your business delivers revenue, and how that revenue can be improved.