A lot of digital marketers overlook micro-conversions.
They’re often focused on measuring the big conversions that they forget that not every visitor will instantly convert the moment they land on a website.
There will always be visitors who are just not ready to buy. So if your website fails to engage them at the early stages of their journey, then your funnel is already leaking.
Micro-conversions may seem insignificant, but they help build up commitment from your visitors from a series of smaller decisions. This spurs potential customers to later say yes to your company, services and products.
Stop underestimating the value of micro-conversions. Start tracking these seven micro-conversions that can improve your macro-conversions and bottom line:
1. Social media shares and follows
Social media continues to evolve but it remains mostly a top-funnel activity. Majority of social media users don’t use these networks to buy, making it difficult for marketers to tie their efforts directly to revenue.
However, people do actively search for brands and products on social platforms, like them, and share them with their friends and family. Which means that page or post likes and shares – previously considered vanity metrics – can be actually useful if put in the context of micro-conversions.
These numbers can provide insights not only into what products or services your visitors and customers are interested in, but also which events, topics, or ideas generates excitement and engagement among them. So if done right, social media marketing can actually prep your visitors for macro-conversions and get you that sale.
2. PDF and other information downloads
Most people’s purchase journey begins with searching for information. This is especially true for B2B and high-stakes, high-value purchases. When a visitor comes to your site and downloads any information-related content, it signifies that they’re interested in you and that they’re in the market for your products or services.
By tracking PDF and other information downloads, you’ll get a clear idea of the percentage of engaged visitors with higher conversion potential than others. These visitors may be at the early stage of purchase process and aren’t ready to buy yet, but knowing who these visitors are allows you to create experiences that help them along with their decision-making and ensures that they convert on your site or other channels instead of with a competitor.
3. Email List and Newsletter Sign-ups
No one signs up for a mailing list or newsletter unless they found your content helpful and want to continue receiving something similar in the future. So when your web visitors grant you access to their inbox, it’s a good indicator that you’ve succeeded in providing them with helpful and relevant content, and that they’re open to establishing a relationship with you in the future.
Email lists are valuable to marketers for many reasons. Emails allow you to establish a bond with both prospective and existing customers. But you shouldn’t just monitor your email list for growth. You should also be tracking which marketing channels or campaigns your subscribers signed up with so you can optimize the content and delivery to encourage macro-conversions.
4. Adding to Cart
Nothing says a visitor is ready to buy than when they put something in their cart. At this stage, they’re almost done looking around and are ready to make that big decision. These visitors are on the brink of converting. So it’s crucial for you to be tracking add-to-cart behaviors.
Visitors may add things to their carts and then leave them there for a lot of reasons, including not being ready to buy yet. Having data on what they left behind in their carts will allow you to bring them back with remarketing tools. More importantly, it will give you an idea on your target customers’ shopping behaviors and preferences, and how you can entice them to come back and complete the purchase.
5. Account Creation
Similar to list subscription, account creation is an indication of strong intent.
Majority of online users don’t like being forced into registration so someone when someone registers willingly, that says a lot about the level of their engagement with your website. Few visitors would into the trouble of creating an account on your website if they’re not planning on a future online transaction. For instance, ecommerce visitors may create accounts if they want to make sure that their carts or their wishlist items are saved.
By monitoring visitors who create new accounts on your site, you’ll have an idea of the percentage of visitors with high potential for conversion.
6. Form fill progress
If your company relies on web forms to generate leads from visitors, you’re probably already tracking form completions as a conversion metric. But to get the full picture on your conversion funnel, you should also monitor form fill progress.
Even if visitors don’t complete the form, you’ll get valuable insights on visitor behavior and the usability and user experience of your web forms. For instance, you’ll learn where your visitors are dropping off and how elements could be contributing to abandonment. This allows you to tests out possible sources of friction and improve the design of your forms.
7. Video views/interactions
Video is one of the fastest-growing forms of online content so it’s a no-brainer that you should be tracking for views and interactions. By doing so, you’ll learn which topics your visitors are most interested in and which ones they’re most likely to respond to.
By knowing which videos have the highest consumption and engagement, you can better plan your video marketing strategy. You’ll be able to improve the content and optimize the placement of your videos according to visitor interests and their viewing preferences.
Micro-conversions are important points in the conversion path. They’re the small steps that guide visitors towards the sale: the information download that lets potential customers learn more about you and your products, or the partial form fill that suggests their interest in buying from you.
By tracking your performance in these areas, you can get a better picture of the customer journey. This helps you plan your content – or tweak it – according to visitor intent and their location in the funnel, which enhances your visitors’ experience and prepare them for the macro conversion.