Sales are the main indicator of business success, demonstrating how effective it is to attract users to the site. To increase the number and quality of transactions, entrepreneurs use sales funnels and work to improve macro conversions.
Micro conversion – a set of small intermediate goals – is also important. Achieving these goals increases the chance of macro conversion – the final sale of a product or service. For example, if a user subscribes to a newsletter or adds an item to a wishlist, this demonstrates interest in the seller.
Micro conversion is essential for e-commerce of all types and sizes. First, the business analyzes users’ steps and identifies the most loyal and inclined to make a deal. Next, we will tell you in detail about micro conversion, its main types, and features of tracking the corresponding processes.
What Is Micro Conversion?
A set of small micro-conversion actions leads a visitor to the status of a client. This is how you get to know the brand. Few users will purchase on an unfamiliar site; they need additional information and time to decide.
An important detail of micro conversion is the compilation of visitor portraits. For example, viewing a company history page and a section with vacancies most often means a lack of interest in the deal. They are looking for work – this is the main purpose of entering the site.
By filtering out such visitors, you can find out the exact number of users who will purchase next. In addition, breaking the analysis down into smaller steps helps identify problems in the sales funnel. For example, if the user starts filling out the form but does not confirm, the procedure is too complicated, and it is worth simplifying it.
If a potential client subscribes to the news, it is easier to push him to buy with a promotional code or a selling text about the company’s merits. Thus, in addition to engaging in the sales funnel, micro conversions increase brand awareness.
A striking example is sharing an interesting article from a corporate blog on a social network. The user did not purchase anything but circulated a link to the company’s website among potential buyers. Due to this micro conversion, you get promotions without spending money and effort. Share button clicks can be encouraged by offering a discount on distribution or improving your blog’s quality.
12 Type of Micro Conversion
Micro conversions are divided into two types: primary and secondary. The main ones are directly included in the macro conversion process or a stage close to it. Secondary micro actions do not directly lead to a sale but indicate a future opportunity. They talk about user interest in a brand and product.
The following types of micro conversions are distinguished in online marketing:
- Adding a product to the cart. The action shows the user’s interest in the brand and the presence of a purchase thought.
- Subscribing to the newsletter. This is a clear criterion for user loyalty and trust.
- Loading content (technical documentation, presentation brochures, etc.). Shows interest and allows you to exchange information for contact details.
- Start filling out the form. Finally, the user is ready to order and make a purchase.
- Watching a video. Content familiarization is a good sign leading to clear customer definition.
- Commenting on articles and blog posts. The presence of opinions and answers to them demonstrates the relevance of the brand.
- Adding an item to the wishlist. Micro conversion demonstrates interest in the product, indicating a possible purchase in the future.
- Comparing goods. The user has already selected priority products and is on the verge of purchasing.
- Searching the store. This action means familiarization with the assortment and selection of goods for purchase.
- Viewing a product page. A session longer than a minute will most often result in a sale.
- Viewing several pages. A direct indicator of interest in a product and brand with the likelihood of purchase.
- Registering. Creating an account on the site to make a quick purchase.
The listed micro conversions require special brand control. The type of business doesn’t matter – the sales funnel works the same in most cases.
Examples of Tracking Micro Conversions
To improve your sales funnel and bring the process to macro conversion, constantly monitor micro events. For example, control your newsletter subscriptions – these leads can be turned into buyers. Next, we will consider two main methods of monitoring indicators.
To activate the “Event Tracker” tool in the Plerdy service, perform the following actions:
- Open your site with a click tracker.
- Position the cursor over this element.
- In the context menu, select the “Check” item.
- Copy the class or ID of the element.
- Log in to your Plerdy profile.
- Open the “Setting goals/events” item in the conversions tab.
- Enter the name of the monitored block.
- Move the previously copied part of the code to the field with the class.
- Make additional settings for synchronization and summing.
- Save the result.
Next, you will receive automatic summaries of user actions. Theese will be available to view in your Plerdy account.
This analytics service tracks user interactions with content, including downloads, ad clicks, gadgets, AJAX elements, and video views. The main one is the send command, and the event value is added to it. Additionally, configure the object types, interactions, event category, and its numeric value.
This service allows you to see the frequency of achieving goals: loading the main page, publishing reposts, or the duration of communication sessions with technical support.
To set up target tracking, follow a few steps:
- Select the site in your Google Analytics account for which you want a goal.
- Click on the admin button on the left, find the view column and go to the “Goals” position.
- Create a new target.
- Provide a description and details, including the type of goal.
- If necessary, include the monetary value of each conversion.
- Check target to check measurements.
- Save the result.
Further, the goal is fixed automatically, and you can view the report for a certain period of the system’s operation.
Increasing the Micro Conversion Rate
Micro conversions are important for sales – they improve user loyalty and promote the transition to buyer status. Our tips will help you to increase the number of micro conversions:
- Simplify your forms. Reduce the number of fields to fill out during registration or feedback. According to statistics, removing one field increases micro conversion by 11%.
- Reduce the number of stages of ordering – leave the introduction of secondary information to the consultants.
- Speed up your website. The client will leave slow-loading pages – optimize them.
- Engage retention. Loyal customers who comment on the blog and actively explore the site are more likely to purchase. Look out for users with abandoned carts, ordered newsletters, or product comparisons. Offer them favorable terms or push them to a solution with an interesting article.
We recommend setting up a maximum number of tracking goals and assigning a monetary value to each. This will give a complete picture of what is happening and an understanding of the costs for each client.
Micro conversions are small but important steps in digital commerce leading to macro conversions (selling). The list of micro conversions often includes actions that are not directly related to the purchase but show the user’s interest and readiness for the transaction.
By tracking micro conversions with Plerdy and Google Analytics, you can spot bottlenecks and fix deficiencies faster. As a result, your sales will start to perform better and deliver great results for your business.