Micro Conversions is a buzzword that gets thrown around a lot in digital marketing. To be precise, a conversion happens when a website visitor performs a desired action. Conversions can be classified as macro or micro conversions. A completed transaction, such as purchasing a product or service, is referred to as a macro conversion. Micro conversions, on the other hand, are smaller but desirable actions that might lead to macro conversions. A customer signing up for your email list for example, is considered a micro conversion.
Macro vs. Micro
All well and good, though some marketers use them as a “get out of jail free” card to make underperforming campaigns sound like they’re succeeding. Regardless, micro conversions can’t be entirely dismissed and can be applied toward your greater goals. The big idea behind micro conversions is that they are a form of engagement with potential customers. They may not be the sale you were shooting for, but they can be built on to increase the odds of future macro conversions.
Gotta Catch ‘Em All
What are a few examples of micro conversions? As mentioned above, a big one is getting people to sign up for your email list. If they care enough to give you their contact information, they’re expressing interest in you, and want to be kept in the know about future products, offers, news, and more. Email newsletter sign-ups are in the same category. Other specific micro conversions include comments left on your blog posts and articles featured on your site, which can provide contacts and helpful info. Other common and measurable micro conversions involve social media content whenever someone shares a link or creates content featuring your brand, site browsing data, and video views provided on your site or social media. Finally, micro conversions include incomplete purchases, items added to a cart, product page views, and so on. Gather data anywhere and everywhere.
Typically, with micro conversions, we’re largely optimizing for leads or to get calls and forms filled out for ecommerce purchases. But secondary aspects are important too. Email capture is always a plus, as are sign-ups for newsletters. Encouraging people to join a loyalty program is another way to build a firm foundation for future purchases as well. Whichever micro conversions you choose to pursue, all are great for tracking and optimization.
What to Watch Out For
As a word of caution, before dabbling in micro conversions, concentrate on macro conversions first. Logical Position ensures primary conversion actions and transactions are dialed in first, because generating leads and revenue is the meat and potatoes of ecommerce. Once that is accomplished, however, there’s usually room to explore pushing for greater email capture and the like.
Want to learn more about micro and macro conversions, building your brand, and finding new audiences for your products and services? Contact Logical Position for a consultation and exploration of what we can do for you.