< Back to previous page

Why Are Micro-Conversions So Important For Growth?

Why Are Micro-Conversions So Important For Growth?

I speak with many companies who want to take advantage of cross-browser, cross-channel and cross-device tracking. However, many struggle to link the multiple sessions from various sources and marketing channels together. The major difference I see in companies who succeed in tracking the full customer journey is a focus on micro conversions where users identify themselves to the company.

What is a micro-conversion?

A Micro-conversion is an action, or set of actions, which provide a strong indicator that a user is progressing towards a valuable action on your website (a macro-conversion). As an example, if your macro-conversion is an online shopping cart purchase, a micro-conversion may be to add an item to the cart.

Other common micro-conversions include:

  • Signing up for a newsletter
  • Viewing product pages
  • Downloading a brochure
  • Watching a video
  • Follow a company on social media
  • RSS subscription
  • Click-to-call
  • Spending a certain amount of time on the website
  • Re-visiting the site a certain number of times

As you can see from the examples, micro-conversions aim to measure a level of interest or engagement in the company, products or services, before a conversion.

Why worry about micro-conversions?

As stated earlier, micro-conversions are very important if you want to get a good understanding of the entire customer journey, which will usually span across many visits, multiple marketing channels, and even via different web browsers, devices and locations.

Micro-conversions can help you get a broader view by identifying users as they complete smaller goals within one or a few sessions. When that same user eventually purchases, or completes some other major goal (a macro-conversion), your analytics software can match it back to the micro-conversions that lead to that point.

When you aggregate these longer journeys, you can gain more valuable insights into which micro-conversion points on your website are helping convert customers, as well as areas where engagement is lacking, and your company is losing potential customers.

If you can identify users at each micro-conversion, it is much more likely that you will get a complete record of their customer journey, and, therefore, greater insight into how to keep them engaged, and on track to becoming customers.

How do you identify users with micro-conversions?

Identifying a user based on a micro-conversion can be very simple, or really difficult depending on the situation. Here are a few ways that many companies use to attribute micro-conversions to individual users:

Ask for identifying information
Newsletters are a great example of a micro-conversion that identifies a user initially, and on an ongoing basis. When the user signs up for a newsletter, they provide their email address, which is unique to an individual. Then by adding tracking to email links, your company can see when and how often that user is re-engaging with your brand, and link any visits from your newsletter emails back to that user.

Provide value for staying signed in

Possibly the most effective way to track users across the entire customer journey is to provide valuable services, tools and features that they can use if they do identify themselves.

For example, when you choose to stay logged to an online shop, you gain the benefit of a faster checkout since you don’t have to re-enter your billing and shipping address. However, you are also identifying yourself every time you visit.

Using a social media account to log into a website can also provide identifiable information as users are rarely signed-out of such accounts.

With data comes responsibility

When planning your website micro and macro conversion points and your tracking methods, it is important to keep things in perspective and focus on what really matters… your customers!

New laws in many countries are moving to give website users some choice in whether they want their usage to be analysed or not. Ad-blocking software, web browser features, and general public awareness are some of the factors contributing to users preventing themselves from being tracked online.

As a company who wants to use this type of information to improve customer experience, and provide a better online experience for website users, it is your responsibility to convince your users that they can trust you with their information and that they are gaining some valuable benefits as a result of providing it.

Metrixa can help you plan, implement and measure micro-conversions on your website, and provide valuable insights into how you can better engage with your prospective customers and increase conversions. Try our AdWords Audit. Chat with us today or reach me via twitter at @nathan5ri