Micro conversion for business is a very important first step that must be undertaken carefully.
They are those actions that will nudge your visitors towards your main goal, which is making a sale.
Many believe that eCommerce conversions are those actions that qualify as a successful sale made by the business. It means when a visitor converts into a customer. Knowing your visitor’s engagement on your site can do miracles for you!
However, there are stages to that. A visitor is likely to visit a few stops before finally deciding to spend their money on your product.
Here we are going to discuss the first step towards revenue creation for your business and get a grasp at what micro conversion really is.
In pochi punti:
What Is a Micro Conversion?
Micro conversions are basically those actions which lead to macro conversions. Firstly macro conversions simply mean the actual sale made by your business. While micro conversion on the other hand is a set of actions that shows a sign that the user is now drawn to your website in a profitable manner.
For instance, when a user provides their email id for any registration in your eCommerce brand. This scenario will be called micro conversion.
Following are some examples of micro conversions:
- Preparing a wish list or adding products to the cart
- Signing up for the newsletter
- Creating a new account
- Subscribing to RSS feed
- Watching a video on your account
- Downloading your manual or ebook
- Visiting different pages specific to your business
It is the basic goal to reach that point. Converting your visitors into your customers is very important for any business. As it is the main source of your revenue. Micro conversions are roughly divided into two categories:
- Process milestones: It takes the visitor a step closer to making a purchase. It includes browsing and adding products to the cart.
- Secondary actions: Now these might not directly lead to an actual sale. However, it will create much more chances of your visitors returning to your website. It includes creating accounts, commenting and signing up for ebooks.
To sum up, we can say that, the main act of purchase is always accompanied by smaller actions. They might seem irrelevant, but they are not!
Why Are Micro Conversions Important?
Micro conversions are very important for your business! Why is that?
They will lead to the larger and main goal. It is possible that few visitors might buy your product on their first visit to your website. However, that is not always the case. To make a purchase, the customer goes through a certain decision-making process. They get involved in micro conversions at this point.
Micro conversion impacts your overall conversion rate!
It will help you really understand your consumer and their point of view. Your website can have a diverse pool of visitors. So it is important for you to really grasp their actions and the reasons behind them to get a proper insight. You also get a chance to gain a lot of relevant information about your probable customers.
It will let you know the perfect pool of visitors, who could actually make a purchase. So that you could focus on them exclusively
Not every visitor to your website is thinking of making a purchase. There are several options on your website and a visitor could be invested in any of them. You need to know your chances!
Any consumer putting a product in their cart is an indicator that they want to buy the said item. While any visitor checking out your job opportunities is clearly invested in career options. You need to diagnose the essential parts of your website, which you can do after analysing micro conversions. You will get a chance to improve when you understand the actions of your visitors. This will act as a vital databook for your dos and don’ts, therefore keep tracking these micro conversions.
You will know what people like or dislike about your site, and that is something that will help your business in the long run.
The Difference Between Micro and Macro Conversions
Conversions are the goal of any business. They are divided into two parts and both these aspects are very interlinked as one leads to another. Simply put, Micro conversions are those actions which will eventually lead to the main goal of any business, which is macro conversion.
For instance, a sign-up form ensures that your visitor can now see what you have to offer and make a choice. This is a micro conversion. Now since your visitor has now got options and a platform to make a purchase, they will probably indulge in it, which was your main plan. This is macro conversion and it was the desired outcome. For a retailer, macro conversion could be a proper sale, while for other sites, it could be a request for service or a demo.
Micro conversions are steps to a destination which is macro conversion!
For instance, when a visitor enrols with any of your services, you make a connection with them. Be it allowing your notifications, signing up for your newsletter or subscribing to your socials. These all are micro conversions and they are a strong sign that your conversion rate is high. Meaning, that your visitors are on track! They are in for the bigger picture which is eventually shifting to macro conversion.
Why Should You Monitor Them?
Understanding your customers is a very vital aspect of any business. One who really gets them will make sure that their business is doing what is in demand. And to understand your consumers at such a level, you have to monitor micro conversion.
It is very important to track your micro conversions and monitor them in detail. It will tell you about your website more than any discussion will do. They will give you a new point of view and connect you with your visitors.
By monitoring your micro conversions, you will get a chance to modify your work process. You will also know your target audience and your impact on them. Monitoring your micro conversions will assist you in devising a conversion funnel for your business. In addition to that, it will increase your chance to convert these to macro conversions.
While tracking your process milestones, you will better understand the user experience of your visitors. By tracking your secondary actions, you will get a better insight into how visitors are engaging with your website. A large number of your visitors would go to your site but won’t make an account or accept email notifications. These cases will result in less chance of conversions and it will therefore result in no value added to your company. But this does not mean that this traffic is not desired. It will make an impact and result in more consumers over time.
By monitoring it effectively, you will find out about the steps that your visitor takes, till they reach the decision of making a purchase. They will help in tracking your efficiency and lead you closer to perfection.
How to Track a Micro Conversion
As we have established, micro conversions are very paramount for your business. Therefore you must track it. But how do you do that?
Google Analytics is one of the best platforms for easy tracking. It is simple to use and free to use. It encourages the users to keep their conversion funnel in mind. In addition, it inspires them to use their micro goals in the right way to convert them into macro conversions. It allows users to set up up to 20 goals. They can then be tracked through their dashboard. You can choose your goals and measurements and easily keep track of them.
You will see and understand these very well after tracking. Which micro conversion is facing the most traffic and which could use a little more work?
You will get the answers to that.
Moreover, you must choose wisely! Think about your ideal conversion funnel before making a decision. Make sure to choose those conversions that are best for your business and make the most impact in leading to the final sale.
You can choose to attribute a certain value to each goal when it is completed. This will make it even easier for you to address and you can then view them in the reporting section under the conversations menu. Sometimes the same actions could come under both categories, for instance in some websites to create an account is the main goal, so it will be macro conversion for that business. However, on other websites, consumers create an account to surf and then make a purchase. So in this scenario, this action was a micro conversion. As the main target here is to make a purchase.
A consumer journey is never linear. It’s not one thing that makes an impact but a series of different experiences! When you analyse them in the way of micro conversion, only then you can improve your business. Taking care of small issues will help you reach your ultimate goal.
Always monitor these conversions as tracking engagement with your website’s post will allow you to see your site from your visitor’s point of view. You will discover topics your viewers are most interested in. You will then be able to avoid the tactics that don’t seem to work. It will not only save your time but your resources as well.
But creating an account is step 1 to the said goal, so it will lead to the main target eventually. Spend time understanding your customer’s journey and bring them to the final step. This is something that will open up a lot of gates for you and help you increase your conversion rates.
Small changes when combined make a big impact!
Micro conversion plays a vital role in your business and marketing strategies.
To sum up, micro conversions are very cardinal if you think about it. Many companies commit the mistake of overlooking it which is something you should not do! Undeniably, they play a great role in making the actual sale, which you must remember if you want your eCommerce to be a success.
Do you go through stages before making a purchase? Do you have any suggestions? Tell us in the comments down below!