What are Micro-conversions?
Any company or business, regardless of its line of business, 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 managing to transform that interest into a conversion; however, to achieve this, it is necessary to guide the user throughout the entire purchasing process. It is at this point where micro-conversions become the key piece to achieve the objective.
What are micro-conversions?
First of all, we need to understand the difference between a macro and a micro-conversion. Using an e-commerce as an example , the macro-conversion would be the main objective, the purchase of a product or service (conversion).
Micro-conversion, as its name suggests, is 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 the transaction is completed.
Continuing with the e-commerce example , 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 by a strategic “ call to action ” that immediately directs them to the next step: (make the purchase) to the “add to cart” or “add to wish list” option to continue later with the process.
These examples may seem basic to you and you probably 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 , resolve doubts and incentivize the user, will give you a greater impact in terms of sales.
How to classify micro-conversions?
There are different classifications, but the ones I consider 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, using a discount code or coupon, registering to make a purchase, researching and selecting a payment method, etc.
Another of them are the micro-indicator conversion (interest phase), 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, having a WhatsApp button to resolve doubts or clarifications, subscribing 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 specific and measurable data on the purchasing phases and, of course, consumer behavior. The best recommendation to obtain this high-value information is through Google Analytics .
Specific data in Google Analytics
To do this, you need to analyze the entire tracking landscape, including not only your website/ e-commerce data, but also your online advertising campaigns , blog, etc. Start by analyzing the behavior flow and check if the sales funnel you designed is the path that users follow. You'll find this section in: Google Analytics / Behavior / Behavior Flow.
Start by inspecting the pages that are most relevant, i.e. those with the lowest bounce rate, longest session duration, most visits (sessions) and so on. Then inspect the exit pages and check which are the drop-off points.
With this analysis, you will have a more complete view of whether the path you had drawn up to carry out conversions is actually working or not. It will also give you the opportunity to strengthen your strategies with micro-conversions at the escape points and, of course, find interesting conversion paths that you had not considered.
As I mentioned, having concrete and specific data will be the key or, better said, the pillars on which your micro-conversion strategies should be designed, and thus optimally map your routes in each of the phases of the purchasing process.
Reviewing Weekly Reports in Google Analytics
It is best to track both macro and micro conversions on a weekly basis. Once again, analytics will give you valuable information about the direction your strategies and campaigns are going, as well as better controlled data.
As you can see, you can take your website/ e-commerce to the next level and even optimize your marketing campaigns and objectives.
As a recommendation, also apply this information to 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, you will find the solution at MHA , because our commitment is to guide you in the best way possible in this highly competitive digital era.