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, transforming that interest into a conversion; however, to achieve this it is necessary to guide the user throughout the purchase process. It is up to this point, where micro-conversions become the key piece to achieve the goal.
What are micro-conversions?
First of all, you have to understand the difference between a macro and a micro-conversion. Taking an 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 little big efforts that are made to build an entire strategy based on consumer behavior , and thus, accompany them throughout the purchase process until it is made. the transaction.
Continuing with the example of e-commerce , in a product file, 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 of a strategic " call to action " that directs immediately to the next step: (make the purchase) until the option "add to cart" or "add to wish list" to continue later with the process.
Perhaps 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 purchase process , solve doubts and encourage the user, 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 to be the most understandable and functional are the micro-step conversion (conversion phase) , 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 (phase of interest), which are the ones that indirectly influence the conversion path, 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 doubts or clarifications, subscribe to a newsletter , etc.
How to define a marketing strategy based on micro-conversions?
Marketing strategies based on micro -conversions have to be supported by a prior analysis. Only then will you know what actions to take and when.
Said analysis must contain completely specific 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 behavior flow and verify if the sales funnel you have 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, the ones with the lowest bounce rate, longest session duration, highest visits (sessions) and so on. Then inspect the exit pages and see what the abandonment points are.
With this analysis, you will have a more complete vision of whether or not the route you had traced to carry out the conversions is really working. It will also give you the opportunity to strengthen your strategies with micro-conversions at the vanishing points and, of course, find interesting conversion routes that you had not considered.
As I mentioned, having concrete and specific data will be the key, or rather, the pillars where your micro-conversion strategies should be designed, and thus optimally map your routes in each of the phases of the purchase process.
Review of weekly reports in Google Analytics
The best thing to do is to track both macro and micro-conversions every week. Once again, analytics will give you high-value information about the direction in which your strategies and campaigns are going, as well as better controlled data.
As you will have seen, you can take your website/ e-commerce to another level and even optimize your marketing campaigns and objectives.
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 highly competitive digital age.