Over 150 years ago, Charles Darwin released his book “On the Origin of Species”. He forever changed an entire scientific field with his theory of evolution and had a massive impact on the 19 century world. If the theory of evolution is all about natural selection, we can see that split testing and conversion rate optimization are not very different from it.
Understanding micro conversions is part of the process of understanding why the vast majority of your customers walk away from your site without doing anything. While you may be focused on trying to increase your 2% conversion rate, there is a more holistic view you can take on conversion that will help Improve your website and business.