As the world of digital marketing continues to evolve, the focus shifts rapidly from traditional conversions, such as sales or booking appointments, to smaller and more meaningful interactions, known as micro conversions. They are crucial in providing valuable insights into the customer journey and can play a major role in determining the success of an eCommerce or a similar platform.
In essence, micro conversions serve as stepping stones towards a final conversion, often referred to as a macro conversion. They help businesses understand the behavior and preferences of their customers, allowing them to optimize their marketing strategies and improve the overall user experience.
Whether you’re an experienced digital marketer or just starting out, this article will help you understand the importance of micro conversions. We’ll also discuss how to track and measure them and provide practical tips for optimizing your website to drive these interactions.
What are Micro Conversions?
Micro conversions are small yet meaningful actions that customers take on your website. They are intermediate steps in the customer journey that signal engagement and interest in your products or services. They are often used to measure the success of your marketing campaigns and website optimization efforts and provide valuable insights into customer behavior.
Micro conversions act as an intermediary step toward the intended final goal. For example, adding an item to a shopping cart on your website is a clear indication of interest in a product and is considered a key milestone towards making a purchase.
There are two main types of micro conversions: process milestones and secondary actions.
- Process milestones are intermediate steps in the customer journey that are crucial for conversion, such as browsing multiple products, adding an item to the cart, or starting the checkout process.
- Secondary actions are additional actions that customers take on your website, such as signing up for your newsletter, watching videos, or downloading a whitepaper. Even though secondary actions are not linked directly to a macro conversion, they significantly increase the chances of a certain visitor returning to your website, which results in more exposure to your business, increasing the likelihood of completing a macro conversion.
The difference between macro and micro conversions
A macro conversion can be thought of as the action that completes the transition from a visitor to a client, for example, purchasing an item. Then, micro conversions act as transitory states and actions in-between: engaging with a social media post, watching a video, signing up for a newsletter, etc.
Why Do Micro Conversions Matter?
Micro conversions are often overlooked, but they play a crucial role in the customer journey and the success of a website, while focusing primarily on macro conversions lacks utility. By tracking and analyzing micro conversions, businesses can:
- Understand how customers interact with their website. Micro conversions provide invaluable information on the actions and habits of your website visitors. For example, how many visitors use the search option on your site? And just how many of them really click that CTA button you thought was flawless?
- Identify areas for improvement to drive more traffic and engagement. Businesses can identify what works and what doesn’t within a website, which allows improvements to be made with laser-like precision. For example, if many visitors leave your site upon starting checkout, you may want to look for ways to improve the checkout process and make it more user-friendly.
- Come up with strategies that lead to more macro conversions. An in-depth analysis of your site’s micro conversions can be invaluable when developing strategies to increase the macro conversion rate on your website. Taking the previous example, if visitors frequently leave your site during checkout, you could offer free shipping or provide clear return policies on your site.
The importance of micro conversions for low-traffic websites
In low-traffic websites, every interaction counts. A person leaving the site disinterested is a much greater loss for such a website when compared to larger ones. In order to grow or, at the very least, sustain itself, it’s vital for a low-traffic website to convert as big a slice of its visitors as possible.
By tracking and analyzing the smallest of actions, businesses can better understand their audience and optimize their marketing efforts to grow efficiently.
After all, not only is every visitor invaluable to a low-traffic website, but every bit of resource is, too. Focusing all of your attention on the actions at the smallest scale will allow you to make decisions for improvement with laser-like precision, which will help increase the likelihood of customers making a macro conversion.
Here are a few examples of how low-traffic websites can utilize micro conversions:
- Recognizing the most popular content. Tracking how users engage with your website’s content (blog posts, social media posts, etc.) can help identify which material drives the most engagement and which does not. Then, you can provide a simple formula of “producing more of what works and less of what doesn’t” to increase traffic and engagement on your site.
- Gathering feedback. The advantage of having a low number of visitors is that you can reach out to a proportionally smaller number of them for feedback and get a much better representation of the overall user experience on your site. In other words, reaching out to your audience on a low-traffic website is much easier, and this type of micro conversion (feedback) ought to be utilized to tweak your site accordingly.
Adjusting features according to data. Another advantage of a low-traffic website when it comes to micro conversions is that your visitors are usually much more alike. It means that if you adjust your site according to the data you gather from analyzing micro conversions, it will likely appeal to most of your website visitors. Contrary, on high-traffic websites, visitors are usually much more diverse. Thus, making adjustments has to be more subtle.
Examples of Micro Conversions (Secondary Actions)
- Newsletter sign-ups. Signing up for a company’s newsletter can indicate interest in a brand and its offerings. Whenever a person receives a newsletter, they are reminded about a specific brand or website and are more likely to return to it. Additionally, newsletters allow businesses to establish communication with potential customers, offer them personalized services, and build friendly relationships – all increasing the likelihood of a macro conversion.
- Social media follows. Getting a visitor to follow a brand on social media shows that the visitor is engaged with the brand and wants to stay updated on its activities. It benefits the business in a similar way that a newsletter does – even though the social media content can’t be personalized, the company will remain in the person’s field of vision, so to speak. With time, the probability of them becoming a customer increases.
- Product reviews. Encouraging customers to leave reviews on a product page is an advantageous micro conversion as it helps build social proof and can influence future purchases. Contrary to other micro conversions, product reviews usually increase the likelihood of a macro conversion for other visitors rather than the one who took the initial action.
- Downloading a resource. When visitors download a resource, such as an e-book or white paper, they usually learn more about various topics or products associated with your website (assuming the downloaded resource was made with this intention). Not only does it burn certain products or services in the readers’ minds, but it also associates them with your business and/or website.
- Engagement with content. Tracking metrics such as time spent on the site, number of pages visited, and click-through rates can help indicate a visitor’s level of engagement with a website and its content. This information can be further used for segmenting or targeted approaches.
- Live chat or contact form submissions. Queries through live chat or contact forms are a great indicator of visitors actively seeking information. It’s even better if those queries are answered, as it builds trust between you and a potential customer. They are then one step closer to a macro conversion!
As you can see, secondary actions are invaluable when building trust between your business and a potential customer. Moreover, analyzing the secondary actions can provide meaningful perspectives into the visitor’s behavior and level of engagement with your brand.
Tracking of Micro Conversions
There are lots of micro conversions for you to track and analyze. So, which ones should you focus on?
You should always start by clearly identifying what specific actions you want visitors to take whenever they visit your website. Let’s go over a few examples.
- Making a purchase. If your end goal is to have the visitor purchase something on your website, it would be logical to focus on micro conversions optimization related to this action – adding items to a shopping cart, starting the checkout process, viewing the product details, browsing the products, etc.
- Filling out the contact form. If the end goal of your website is to gather contact information from its visitors, content downloads, sign-ups for a newsletter, or pricing page views may be excellent micro conversions to track and analyze.
- Booking a demo or an appointment. If you wish to attract more people to book a demo or an appointment, focusing on micro conversions such as viewing a schedule page, clicking on a “Book a Demo” button, or visiting the “Services” page may provide important observations into your target audience and the steps at which you lose their interest.
Some of these are tracked easier than others, yet you should never encounter difficulties when analyzing any of them, assuming you choose the right tools. Google Analytics, for example, is an excellent tool for micro conversions optimization. It allows you to recognize which sites receive the most traffic and which require adjustments.
It’s important to note that the mentioned actions aren’t the only ones leading to or increasing the chance of a conversion. One of the essential things for any website is the level of engagement with its content.
That’s where tools such as mouse tracking or attention heatmaps come in handy. They can provide valuable insights into the habits of visitors on your website as well as the utility of various design choices you’ve made for your business.
How to Optimize Your Website for Micro Conversions?
- Identifying important micro conversions. As is usually the case, you should focus on actions that are directly related to your desired goals and objectives for your business. If you need more clarification, re-read the chapter on which conversions you should focus.
- Tracking and analyzing the data. Once you have identified the critical micro conversions, track and analyze data on these actions. This can be done using tools such as Kissmetrics, various website heatmaps, A/B testing software, etc. Ideally, choose the tools that are beneficial for your goals and the ones you’re most comfortable with.
- Utilizing the data. Use the data collected to make informed decisions about your website design and marketing strategies. This may involve making changes to the website’s design, adding or removing elements, or improving the user experience.
- Optimizing the customer journey. Focus on optimizing the customer journey by making it as easy as possible for visitors to complete the micro conversions you have identified as key to improving conversion rates. For example, if you find that a high percentage of visitors are starting the checkout process but then abandoning it, you may need to optimize it to improve conversion rates.
- Testing and iterating. Continuously test and iterate on your website optimization strategies. This may involve A/B testing different designs or layouts or trying different messaging or CTAs. Use the data you collect to make improvements and increase conversion rates continually.
Some tools that can help optimize micro conversions include Mixpanel, which can provide valuable data on visitor behavior and conversions, and A/B testing tools such as Optimizely or ConvertFlow.
Additionally, Conversion Rate Optimization (CRO) agencies like CXL can provide expert guidance and support for optimizing micro conversions and improving website performance.
Utilizing website heatmaps
As mentioned before, website heatmaps such as mouse tracking and eye tracking are also among the best tools to understand your audience and their behavior on your website. They can provide crucial information on how the visitors interact with your website, what gets their attention, and what doesn’t.
However, there are several issues with these heatmaps.
- Let’s take mouse tracking, for example. Visitors on your website may see that CTA button loud and clear, yet rarely hover their mouse over the area. If you only had the mouse tracking data, you’d make the false assumption that the CTA isn’t noticeable and may make the wrong decision to overload the button, further deterring potential customers.
- Eye tracking has a different problem – it requires data. Lots of it. If your website is low-traffic, there’s virtually no way for you to gather the millions of data points needed to build an extensive and accurate heatmap of the visitor’s eye movements on your site.
Predictive eye-tracking technology solves both the issues mentioned above and is a valuable tool for optimizing micro conversions. The technology uses artificial intelligence to predict people’s behavior with regard to attention. It can be used to gain insight into how people would view a particular webpage design, a poster, or even a business card and which elements they’ll notice or miss.
“Attention Insight” is your go-to predictive eye-tracking technology. It’s an AI-powered platform that produces highly accurate eye-tracking heatmaps without any human participants. The platform was trained to perceive various designs and images like humans through a deep learning algorithm that was fed data from both the company’s own commissioned eye-tracking studies and open-source eye-tracking datasets. The generated heatmaps are highly accurate, ranging between 90–96%.The tool is invaluable for micro conversions optimization!
The tiny actions for the big differences
Whether it’s adding items to a cart, signing up for your newsletter, or downloading a resource, these micro conversions give you a little glimpse into how users are interacting with your site.
Tracking these micro conversions is like solving a puzzle – piecing together all the small interactions to get a better understanding of how to make your website even better.
And the best part? Whether you have a high or low-traffic site, optimizing for these micro conversions can lead to a better user experience, more engagement, and, ultimately, more sales.
So don’t ignore the tiny stuff – it can make a big difference!