The main objective of purchase always accompanies smaller goals. Conversion experts call these small goals micro conversions.<\/p>\n\n\n\n
Download Free: Conversion Rate Optimization Guide<\/span><\/a><\/em><\/h2>\n\n\n\nMicro conversions are the low-hanging fruits, precisely, actions that lead visitors to the end goal, that is, macro conversions.<\/p>\n\n\n\n
This blog focuses on improving micro conversions that can boost the overall conversions of your online stores.<\/p>\n\n\n
What are micro conversions?\u00a0<\/strong><\/h2>\n\n\nMicro conversions are activities that lead your customers towards the larger goal, that is, macro conversion.<\/p>\n\n\n\n
Micro Conversion is an action or a set of actions that strongly indicate a user progressing towards profitable action on your website. For example, if you are an eCommerce brand, a new user registration would be called a micro conversion.<\/p>\n\n\n\n
Common micro conversions might be:<\/p>\n\n\n\n
\n- A newsletter sign up<\/li>\n\n\n\n
- Adding products to a cart<\/li>\n\n\n\n
- Downloading an eBook or white paper<\/li>\n\n\n\n
- Subscription to RSS feed<\/li>\n\n\n\n
- Visiting specific pages, for example, the product page, category page, features page, and so on<\/li>\n<\/ul>\n\n\n
Why should you monitor your micro conversions?<\/strong><\/h2>\n\n\nFew visitors would buy a product on your website during their initial visit.<\/p>\n\n\n\n
Every visitor converts after sizable activities\u2014a combination of micro conversions leads<\/a> to a purchase.<\/p>\n\n\n\nFollowing are the key reasons that depict the importance of a micro conversion and its impact on your overall conversion rate<\/a>.<\/p>\n\n\nUnderstanding your visitor behavior<\/strong><\/h3>\n\n\nMicro conversions help you paint a picture of your store\u2019s visitors and their activities<\/a>. You can view the visitors in 2 ways:<\/p>\n\n\n\nThe tricky part here is to figure out a way to segment your visitors. When you have a diverse pool of visitors, it\u2019s imperative to understand your targeted traffic. People can be flooding your website for a variety of reasons, as displayed here.<\/p>\n\n\n
\n![\"the](\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2018\/03\/1_Pt1_Micro_Macro.png\")
Image source: Occam\u2019s Razor<\/a>
<\/figcaption><\/figure>\n<\/div>\n\n\nFor example, you can now figure out who is most likely drifting toward a macro conversion. A visitor checking out your career page might never buy from you. They are just checking out your website for career prospects.<\/p>\n\n\n\n
Such insights help you identify the perfect pool of visitors you should turn your focus towards, all thanks to micro conversions.<\/p>\n\n\n
Analyzing the key areas to focus on conversion optimization<\/strong><\/h3>\n\n\nWhen you categorize visitor actions on your website as micro conversions, you gain the opportunity to collect a lot of information about your visitors.<\/p>\n\n\n\n
Micro conversion provides you with the opportunity to diagnose the essential areas on your website and optimize these as separate entities<\/a>.<\/p>\n\n\n\nFor instance, as one of the stages of your conversion funnel<\/a>, a sign-up form<\/a> is crucial. If there is a discrepancy here, your immediate action is to improve sign-ups\u2014which itself is a micro conversion\u2014a critical area that needs rectification.<\/p>\n\n\n\nDownload Free: Conversion Rate Optimization Guide<\/span><\/a><\/em><\/h2>\n\n\n\nTom\u2019s Planner<\/a> is web-based project planning software that allows visitors to create and share Gantt Charts and projects. Individuals and businesses can sign up for a free account on their websites and begin using the planner right away.<\/p>\n\n\n\nTheir original homepage:<\/p>\n\n\n
\n![\"original](\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2018\/03\/2_Pt2_TomsPlanner.png\")
<\/figure>\n<\/div>\n\n\nTom\u2019s Planner wanted to improve its conversion rate<\/a>. A free trial is a crucial area of focus for Tom\u2019s Planner. With the help of VWO, Tom\u2019s Planner implemented a test version of its homepage that included a sign-up form on the first fold of the website.<\/p>\n\n\n\nIts test homepage:<\/p>\n\n\n
\n![\"variation](\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2018\/03\/3_Pt2_TomsPlanner.png\")
<\/figure>\n<\/div>\n\n\nThis modification helped it improve the visitor-to-free conversion ratio by 43% percent. It is just one of the many examples that showcase how optimizing micro-conversions can lead to better overall conversions.<\/p>\n\n\n
Allowing you to nurture your leads<\/strong><\/h3>\n\n\nWhen you figure out your ideal set of visitors, it\u2019s fundamental that you benefit from it by nurturing them.<\/p>\n\n\n\n
Maybe, start with people who sign up for your monthly newsletter on your website. Such micro-conversions provide the perfect \u201cfoot-in-the-door\u201d moment to nurture these leads.<\/p>\n\n\n\n
Another way is to offer an initial discount in exchange for a sign up or email. This discount might also lead to a transaction, or it might allow an online store to communicate with the visitor through email, thus improving the chance for a conversion.<\/p>\n\n\n\n
Many online stores use this micro-conversion strategy. For example, Myntra uses a similar approach to encourage first-time visitors to sign up by offering a discount.<\/p>\n\n\n
\n![\"myntra](\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/09\/Screenshot-2021-09-25-at-11.34.53-PM.png\")
Image source: Myntra<\/a>
<\/figcaption><\/figure>\n<\/div>\n\n\nThis micro-conversion strategy has been used by a lot of online stores. For example, HauteLook uses a similar approach to encourage its first-time visitors to sign up for their email newsletter.
<\/p>\n\n\n\n
Also read: How a simple tweak increased The Social Man\u2019s newsletter signups by 28%?<\/a><\/p>\n\n\nMeasuring the effectiveness of a communication channel<\/strong><\/h3>\n\n\nOne of the main categories that fall under micro conversions is customers enrolling for services to maintain a relationship with your business. These could include:<\/p>\n\n\n\n
\n- Signing up for your email newsletter<\/li>\n\n\n\n
- Allowing push notifications<\/a><\/li>\n\n\n\n
- Subscribing to your YouTube channel, Facebook, or Twitter feed<\/li>\n<\/ul>\n\n\n\n
A higher conversion rate for these instances means that your audience is on track for the bigger picture. But what you should instead focus on post the sign-ups is the interaction through these channels.<\/p>\n\n\n\n
These micro-conversions are a good indicator of all these channels and the ones most effective among these. A higher engagement on these channels or sign ups portrays a strong connection and how your content is relevant to your audience.<\/p>\n\n\n
Building the right conversion funnels<\/strong><\/h3>\n\n\nIt might have crossed your mind by now. Micro conversions are the perfect way to devise various conversion funnels for your online business<\/a>.<\/p>\n\n\n\nFor a second, think about what we spoke about at the start of this article. These are the actions that lead people towards a larger goal.<\/p>\n\n\n\n
By analyzing the right set of micro conversions in your business, you can figure out the journey your ideal customer takes.<\/p>\n\n\n
\n![\"building](\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/09\/Screenshot-2021-09-26-at-12.43.36-AM.png\")
<\/figure>\n<\/div>\n\n\nFor example, consider an eCommerce funnel<\/a>. It is a series of an eCommerce micro-conversion:<\/p>\n\n\n\n\n- Land on the home page.<\/li>\n\n\n\n
- Search for the preferred product (Micro).<\/li>\n\n\n\n
- Land on the product page (Micro).<\/li>\n\n\n\n
- Add the product to your cart (Micro).<\/li>\n\n\n\n
- Sign up or log in (Micro).<\/li>\n\n\n\n
- Check out (Macro).<\/li>\n<\/ol>\n\n\n\n
Here, the customer journey for eCommerce consists of a series of micro conversions. By stringing together these micro conversions, you can come out with the conversion funnel<\/a> for an eCommerce business.<\/p>\n\n\nConclusion<\/strong><\/h2>\n\n\n
Micro conversions are activities that lead your customers towards the larger goal, that is, macro conversion.<\/p>\n\n\n\n
Micro Conversion is an action or a set of actions that strongly indicate a user progressing towards profitable action on your website. For example, if you are an eCommerce brand, a new user registration would be called a micro conversion.<\/p>\n\n\n\n
Common micro conversions might be:<\/p>\n\n\n\n
- \n
- A newsletter sign up<\/li>\n\n\n\n
- Adding products to a cart<\/li>\n\n\n\n
- Downloading an eBook or white paper<\/li>\n\n\n\n
- Subscription to RSS feed<\/li>\n\n\n\n
- Visiting specific pages, for example, the product page, category page, features page, and so on<\/li>\n<\/ul>\n\n\n
Why should you monitor your micro conversions?<\/strong><\/h2>\n\n\n
Few visitors would buy a product on your website during their initial visit.<\/p>\n\n\n\n
Every visitor converts after sizable activities\u2014a combination of micro conversions leads<\/a> to a purchase.<\/p>\n\n\n\n
Following are the key reasons that depict the importance of a micro conversion and its impact on your overall conversion rate<\/a>.<\/p>\n\n\n
Understanding your visitor behavior<\/strong><\/h3>\n\n\n
Micro conversions help you paint a picture of your store\u2019s visitors and their activities<\/a>. You can view the visitors in 2 ways:<\/p>\n\n\n\n
The tricky part here is to figure out a way to segment your visitors. When you have a diverse pool of visitors, it\u2019s imperative to understand your targeted traffic. People can be flooding your website for a variety of reasons, as displayed here.<\/p>\n\n\n
\nImage source: Occam\u2019s Razor<\/a>
<\/figcaption><\/figure>\n<\/div>\n\n\nFor example, you can now figure out who is most likely drifting toward a macro conversion. A visitor checking out your career page might never buy from you. They are just checking out your website for career prospects.<\/p>\n\n\n\n
Such insights help you identify the perfect pool of visitors you should turn your focus towards, all thanks to micro conversions.<\/p>\n\n\n
Analyzing the key areas to focus on conversion optimization<\/strong><\/h3>\n\n\n
When you categorize visitor actions on your website as micro conversions, you gain the opportunity to collect a lot of information about your visitors.<\/p>\n\n\n\n
Micro conversion provides you with the opportunity to diagnose the essential areas on your website and optimize these as separate entities<\/a>.<\/p>\n\n\n\n
For instance, as one of the stages of your conversion funnel<\/a>, a sign-up form<\/a> is crucial. If there is a discrepancy here, your immediate action is to improve sign-ups\u2014which itself is a micro conversion\u2014a critical area that needs rectification.<\/p>\n\n\n\n
Download Free: Conversion Rate Optimization Guide<\/span><\/a><\/em><\/h2>\n\n\n\n
Tom\u2019s Planner<\/a> is web-based project planning software that allows visitors to create and share Gantt Charts and projects. Individuals and businesses can sign up for a free account on their websites and begin using the planner right away.<\/p>\n\n\n\n
Their original homepage:<\/p>\n\n\n
\n<\/figure>\n<\/div>\n\n\nTom\u2019s Planner wanted to improve its conversion rate<\/a>. A free trial is a crucial area of focus for Tom\u2019s Planner. With the help of VWO, Tom\u2019s Planner implemented a test version of its homepage that included a sign-up form on the first fold of the website.<\/p>\n\n\n\n
Its test homepage:<\/p>\n\n\n
\n<\/figure>\n<\/div>\n\n\nThis modification helped it improve the visitor-to-free conversion ratio by 43% percent. It is just one of the many examples that showcase how optimizing micro-conversions can lead to better overall conversions.<\/p>\n\n\n
Allowing you to nurture your leads<\/strong><\/h3>\n\n\n
When you figure out your ideal set of visitors, it\u2019s fundamental that you benefit from it by nurturing them.<\/p>\n\n\n\n
Maybe, start with people who sign up for your monthly newsletter on your website. Such micro-conversions provide the perfect \u201cfoot-in-the-door\u201d moment to nurture these leads.<\/p>\n\n\n\n
Another way is to offer an initial discount in exchange for a sign up or email. This discount might also lead to a transaction, or it might allow an online store to communicate with the visitor through email, thus improving the chance for a conversion.<\/p>\n\n\n\n
Many online stores use this micro-conversion strategy. For example, Myntra uses a similar approach to encourage first-time visitors to sign up by offering a discount.<\/p>\n\n\n
\nImage source: Myntra<\/a>
<\/figcaption><\/figure>\n<\/div>\n\n\nThis micro-conversion strategy has been used by a lot of online stores. For example, HauteLook uses a similar approach to encourage its first-time visitors to sign up for their email newsletter.
<\/p>\n\n\n\nAlso read: How a simple tweak increased The Social Man\u2019s newsletter signups by 28%?<\/a><\/p>\n\n\n
Measuring the effectiveness of a communication channel<\/strong><\/h3>\n\n\n
One of the main categories that fall under micro conversions is customers enrolling for services to maintain a relationship with your business. These could include:<\/p>\n\n\n\n
- \n
- Signing up for your email newsletter<\/li>\n\n\n\n
- Allowing push notifications<\/a><\/li>\n\n\n\n
- Subscribing to your YouTube channel, Facebook, or Twitter feed<\/li>\n<\/ul>\n\n\n\n
A higher conversion rate for these instances means that your audience is on track for the bigger picture. But what you should instead focus on post the sign-ups is the interaction through these channels.<\/p>\n\n\n\n
These micro-conversions are a good indicator of all these channels and the ones most effective among these. A higher engagement on these channels or sign ups portrays a strong connection and how your content is relevant to your audience.<\/p>\n\n\n
Building the right conversion funnels<\/strong><\/h3>\n\n\n
It might have crossed your mind by now. Micro conversions are the perfect way to devise various conversion funnels for your online business<\/a>.<\/p>\n\n\n\n
For a second, think about what we spoke about at the start of this article. These are the actions that lead people towards a larger goal.<\/p>\n\n\n\n
By analyzing the right set of micro conversions in your business, you can figure out the journey your ideal customer takes.<\/p>\n\n\n
\n<\/figure>\n<\/div>\n\n\nFor example, consider an eCommerce funnel<\/a>. It is a series of an eCommerce micro-conversion:<\/p>\n\n\n\n
- \n
- Land on the home page.<\/li>\n\n\n\n
- Search for the preferred product (Micro).<\/li>\n\n\n\n
- Land on the product page (Micro).<\/li>\n\n\n\n
- Add the product to your cart (Micro).<\/li>\n\n\n\n
- Sign up or log in (Micro).<\/li>\n\n\n\n
- Check out (Macro).<\/li>\n<\/ol>\n\n\n\n
Here, the customer journey for eCommerce consists of a series of micro conversions. By stringing together these micro conversions, you can come out with the conversion funnel<\/a> for an eCommerce business.<\/p>\n\n\n
Conclusion<\/strong><\/h2>\n\n\n
- Subscribing to your YouTube channel, Facebook, or Twitter feed<\/li>\n<\/ul>\n\n\n\n
![\"End](\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/09\/End-Banner_What-Are-Micro-Conversions-Aand-Why-You-Should-Monitor-them.png\")
<\/a><\/figure>\n","protected":false},"excerpt":{"rendered":"