Micro-Conversion

Hi All,

What is a micro-conversion?

A micro conversion is a user activity that leads them to your major target conversion. Google defines it as “activities that users frequently engage in before purchasing.”

An ecommerce site, for example, would lead a user through a few actions that lead up to the main conversion (macro conversion) — purchasing an item.

Why measure micro conversions?

No one is going go straight to your website, clicking buy now, and plunking down their credit card info.

Every single user is going to convert in small ways before they convert in a big way. What are these small ways? That’s what you get to decide based on the development and architecture of your site. That’s where you realize that micro conversions are awesome.

Focus on measuring your macro (overall) conversions, but for optimal awesomeness identify and measure your micro conversions as well.

Measuring micro conversions is just as important as measuring macro conversions.

You will only discover the path to success (macro conversion) if you measure the process that users engage in. Those are your micro conversions.

Most of the people who visit your website won’t complete a macro conversion.

Advantages:

Here are some advantages of identifying and measuring your site’s micro conversion points.

• Provides a complete picture of your website visitors. Viewing your visitors as a holistic demographic rather than just a paltry few ultimate converters is valuable. You get a far more nuanced understanding of why they are coming to your website, what they are doing, and who they are. 

• Furnishes you with the best areas to focus on for conversion optimization. As a conversion optimizer, I’m always looking for the low hanging fruit. I want to fix the stuff that will make the biggest impact.

• Gives you insight into what user are most interested in. If there are micro conversion rates that hit the roof, you know that these are some of the best areas for conversion potential.

• You can track multi-channel engagement. Many micro conversions go beyond the site itself, and track user involvement into social channels, downloads, and other brand events.

• Identifies areas where users are getting stuck or derailed. Want to unstick your conversion flow? Then figure out what’s making users get stuck, and blow through it.

• Proves the success of particular conversion strategies. If you’ve ever wondered which lead technique or process was best for your audience, wonder no more.

• Creates a comprehensive website performance picture for executives and decision makers. The world of micro conversions unlocks sheer power for the data-loving, bottom-line executives who rule the company with a quarterly-earnings-iron-fist. Give them the data that best paints the picture of the customer, their needs, their proclivities, their up-and-to-the-right potential. Give them micro conversion data.

Courtesy: http://www.jeremysaid.com/the-power-of-micro-conversions/




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