The conversion concept refers to visitors/users completing goals of a site which may vary in size and shape. The term is commonly used in business website projects where people sell their products and/or services. There are two major conversions referring to the context including macro-conversions and micro-conversions.
Macro-Conversion
Macro-conversions refer to the primary goal of business where the visitors convert into the buyers who take actual action to purchase the products and services. The specific actions of macro-conversion include requesting a quote for particular services, purchasing products directly from the site, and subscribing to certain services.
Micro-Conversion
On the other hand, Micro-conversions refer to the actions taken by the users preceding the macro-conversion. These actions include sign-up for an account, sign up for the newsletter, commenting, and so forth. When a user adds products to the cart but hasn’t checked out & purchased, it’s still considered to be in the micro-conversion area.