What are Micro-conversions?

Any company or business, regardless of its field, seeks to obtain the best results in terms of sales and positioning. For this reason, different marketing efforts and strategies are implemented to generate interest in the target audience, thus transforming that interest into a conversion; However, to achieve this it is necessary to guide the user throughout the purchasing process. It is up to this point, where micro-conversions become the key to achieving the objective.

What are micro-conversions?

First of all, you have to understand the difference between a macro and a micro-conversion. Using e-commerce as an example , macro-conversion would be the main objective, the purchase of a product or service (conversion).

For its part, micro-conversion, as its name indicates, are all those small great efforts that are made to build an entire strategy based on consumer behavior , and thus, accompany them throughout the entire purchasing process until it is completed. the transaction.

Continuing with the example of e-commerce , in a product sheet, the micro-conversions that could be implemented would be from a good product description that helps convince the user that what is offered is what they were looking for, accompanied from a strategic “ call to action ” that immediately directs you to the next step: (make the purchase) to the option “add to cart” or “add to wish list” to continue the process later.

What are micro conversions?

Maybe these examples seem basic to you and most likely you think that everyone applies these actions, but what I really want to explain to you is that putting at hand all the micro-conversions that facilitate the purchasing process , solve doubts and encourage the user, they will give you a greater impact in terms of sales.

How to classify micro-conversions?

There are different classifications, but the ones that I consider the most understandable and functional are the micro-step conversions , which are the micro-conversions that are directly part of a conversion process, such as adding a product or service to the shopping cart, use a discount code or coupon, register to make a purchase, research and select a payment method, etc.

Another of them are the micro-indicator conversion (phase of interest), which are those that indirectly influence the conversion route, helping the user in making decisions, such as obtaining additional information about the product or service through a blog or video, have a WhatsApp button to resolve questions or clarifications, subscribe to a newsletter , etc.

How to define a marketing strategy based on micro-conversions?

Marketing strategies based on micro -conversions must be supported by prior analysis. Only then will you know what actions to take and when.

This analysis must contain completely concrete and measurable data on the purchase phases and, of course, consumer behavior. The best recommendation to obtain this high-value information is through Google Analytics .

Specific data in Google Analytics

For this, it is necessary to analyze the entire tracking panorama, in addition to the data of your website/ e-commerce , also your online advertising campaigns , blog, etc. Start by analyzing the behavioral flow and verify if the sales funnel you had designed is the path that users follow. You will find this section in: Google Analytics / Behavior / Behavior flow.

Start by inspecting the pages that have the most relevance, that is, those with the lowest bounce rate, longest session duration, highest visits (sessions) and so on. Then inspect the exit pages and check what the abandonment points are.

Types of conversions: macro-conversions / micro-conversions

With this analysis you will have a more complete view of whether the route you had drawn to make the conversions is really working or not. It will also give you the opportunity to strengthen your strategies with micro-conversions at vanishing points and of course, find interesting conversion routes that you had not contemplated.

As I mentioned, having concrete and specific data will be the key or, rather, the pillars where you must design your micro-conversion strategies, and thus optimally map your routes in each of the phases of the purchasing process.

Review of weekly reports in Google Analytics

The most advisable thing is to track both macro and micro-conversions every week. Once again, analytics will give you high-value information about the direction your strategies and campaigns are going in, as well as better controlled data.

Consumer purchasing decision process: micro-conversions

As you have seen, you can take your website/ e-commerce to another level and even optimize your marketing campaigns and objectives.

As a recommendation, also apply this information in your Google Ads campaigns , it works very well to create remarketing campaigns that take the consumer from an interest phase to a conversion phase.

If you want to know more about this topic or require advice, at MHA you will find the solution , because our commitment is to guide you in the best way in this extremely competitive digital era.

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