Micro conversions: what they are and why they matter

What are micro conversions?

To help you understand what a micro thunk is, let’s first look at the definition of a macro thunk. A macro conversion is the main purpose of your website or landing page.

For an e-commerce merchant, a macro conversion is the conversion of a visitor into a paying customer. However, for a software vendor, a macro conversion might be a good indication, such as a demo or quote request.

Other examples of macro conversions:

  • A completed transaction
  • A reservation
  • A free trial
  • A completed lead generation form

Choosing the right macro conversions depends on the industry you are in. Some examples:

  • E-commerce: make a purchase
  • Social networks: create an account
  • Content sites: Sign up for an email newsletter
  • SaaS companies: request a demo
  • Affiliate sites: click on a sponsored link

The common factor among these seemingly different goals is that any macro conversion has an impact on the bottom line immediately or shortly thereafter.

A micro-conversion, on the other hand, is a smaller type of engagement that is a stepping stone to a macro-conversion, such as signing up for a newsletter, watching a video, or writing a white paper.

It’s any activity that takes place on the customer journey to a macro conversion.

Why are micro conversions important?

Now that you know what conversions are, it’s time to understand why they are so important and how tracking they can have a big impact on your business. Macro conversions are arguably more important because they’re directly related to revenue, but they’re not the only important events happening on your site.

Conversions have many benefits that can improve your overall conversion rate and therefore your profit margin.

How can micro conversion monitoring benefit you?

1. Assess user interest

Minor types of engagement are important steps people use before making macro-conversions and can be useful indicators of a potential customer’s interest in your product or service.

For example, if someone reads a few articles on your blog before signing up for the blog’s weekly newsletter, that person shows interest, which could result in a sale in the future.

2. Understand buyer behavior

Micro-conversions help paint a clearer picture of your visitors and their activities on your website or landing page.

For example, if someone searches your website for products, adds items to their cart, and then leaves the cart, it could be an indication that your payroll needs improvement.

3. Find areas for conversion optimization

By tracking micro-conversions, you collect a lot of information about your website visitors.

Micro-conversion tracking is especially useful for low-traffic sites that are often vulnerable to the effects of a poor user experience. When the number of visitors is low and you only get a handful of macro conversions per day, you can get the most out of every person who browses your site by analyzing the micro-conversion metrics.

You get a lot more data than with macro conversions.

4. Follow users on all channels

Micro conversion tracking also allows you to collect user information across multiple channels.

This will help you determine specific things that can inform your marketing strategies, such as which traffic sources drive the most conversions, which social channels your visitors prefer to share your content with, and so on.

5. Measuring Engagement

Another reason to track your micro conversions is that it helps you see how effective your web pages are at engaging your visitors.

For example, you can see how many people see more than a few articles on your blog to see how attractive your content is to visitors, how easy it is to navigate your site and how effective “related content recommendations” are, and so on. . On. On.

6. Cultivate Clues

With micro conversions, you stimulate your ideal visitors. When visitors fill out a contact form on your site, this micro conversion provides the perfect time to start cultivating clues.

7. Understand the customer journey

Micro conversions also help you better understand the customer journey. This is especially important for sites where the sales cycle is longer, more complex, and requires a lot of information and discussion before completion.

8. How do well-known brands monitor micro-conversions?

Before we look at how to track micro conversions, here are some examples of how some major brands are using micro-conversions to help them achieve their core goals.

9. What micro-conversions should you track?

Every customer takes a journey before deciding to buy your product or service. There are so many practical uses for micro-conversions in B2B and other industries that it’s worth thinking about and tracking which ones have the biggest impact on your business.

As the examples in this article show, even small improvements grow and give big rewards. Then use this information to help you track and measure the micro-conversions that matter most in the ideal customer journey, so you can improve results and hit your bottom line.