When we think of conversions, usually the big stuff comes to mind. You tend to think about the main goal of your site. Be it a product purchase or a consultation request, these larger actions are known as macro conversions. But, what does it take to get there? The answer: micro conversions.
Most consumers don’t jump straight into macro conversions. They prefer to take their time, researching, building trust, and engaging in smaller activities that lead up to the end goal. These actions are not to be ignored; paying attention to micro conversions gives insight into your customer journey. Here’s everything you need to know.
Simply put, a micro conversion is any small, incremental step that a user can take on your website to show initial interest. These activities are meant to lead your customers towards the larger goal, moving them towards a profitable action.
There are two types of micro conversions to know:
Micro conversions and macro conversions are opposite ends of a spectrum. Micro conversions are lower risk, requiring a consumer to just show a little interest in your brand. Macro conversions reflect the purpose of your website, your ultimate goal. And, a series of micro conversions will (hopefully!) lead to a macro conversion.
At first glance, your macro converters may look like they are more important to the future of your brand. Focusing solely on them causes you to miss out on your micro converters. Since these folks take their time learning the ins and outs of your brand, they may become better brand ambassadors in the long run.
Tracking micro conversions can also give you a clearer picture of your customers’ behavior, since they can warm your consumers up to take larger actions. Where are they getting hung up along the customer journey? What parts are they breezing through? The answer to these questions can help you optimize for higher conversions.
Whether they’re looking to create a wish list of their favorite items or want to save their personal information for later, consumers who create accounts are likely to make a purchase in the future. These potential customers should be nurtured accordingly.
Many marketers consider this one of the most valuable micro conversions. Consumers are not as quick to give out their data these days, so when they sign up for your newsletter, they’re interested in what you have to offer. They’re also very easy leads to nurture, especially if you personalize your campaigns.
When a consumer adds one of your products to their cart, that’s about as close to a purchase as you can get without it actually happening. It also makes them the perfect candidates for abandoned cart emails and retargeting.
If you see this happening a lot, it may be time to investigate some friction points. Perhaps your checkout page is loading too slowly, or your shipping costs are too high. Offering several payment method options and being transparent with fees can also help increase conversions.
This micro conversion is important to look at if your brand has positioned itself as an industry expert. When a consumer downloads your case study, eBook, or white paper, they’re looking to learn more about your brand. They then become a high-quality lead that you can easily nurture, especially if the content requires personal data in exchange for download.
Social media users and blog readers don’t just comment on anything. When they drop a response to one of your posts, it could be a sign of trust and an eventual willingness to buy. Plus, a steady stream of comments shows that your community is engaged and interested in what you have to offer.
Consumers don’t have to be influencers for their words to have power. Any mentions on social media can help get your brand’s name out there and grow your customer base. If a consumer goes as far as posting about your brand, they are definitely worth nurturing as time goes on.
While macro conversions are the ultimate goal, micro conversions are the small stepping stones that help you get there. They might seem minor, but they’re crucial to increasing brand awareness and building trust with potential customers. Track, analyze, and optimize your micro conversions to watch the quality leads roll in!