If you’ve been around this blog long enough, you’re aware that we’ve previously discussed micro conversions. Welcome to those who are new here and have never heard of this concept before!
Simply put, micro conversions are indicators that a potential customer is becoming more familiar with your product or service. They are frequently the marketing funnel’s tipping points from consideration to purchase.
Choosing the right micro conversions is critical for a variety of reasons. It assists in the definition of nurture tracks and ideal customer journeys, as well as in the creation of retargeting pools for individuals to re-engage with your brand.
The Fundamental Distinction Between Micro and Macro Conversions
To choose the appropriate micro conversions for your business, it’s critical to first understand your macro conversions. The majority of businesses get this right, as it is their raison d’être. Macro conversions involve either generating revenue from your products and services or amassing sufficient information to qualify a lead for sales.
Micro conversions entail the exchange of information with the user prior to the sale, with or without the exchange of contact information.
NOTE: We’ve discussed this distinction previously, but with slightly different terminology (i.e., primary, secondary, and tertiary conversions).
Choosing the Most Appropriate Micro Conversions for Your Business
The term “pre-sale information exchange” can refer to almost anything. So, what are we really discussing here? Views of a critical page are insufficient. Effective micro conversions indicate an additional level of intent beyond simply arriving at and reading a web page.
Consider the following categories of micro conversions and the business questions they address:
- Nowadays, websites are littered with menu items and call-to-action buttons. However, how effective are they at advancing people along the customer journey?
- Scrolling: Creating long-form educational content for your vertical may require significant effort and time. Are people really scrolling down those pages at least 75% of the way?
- Downloads: Similarly, creating sufficient written and visual content for a.pdf brochure or hiring a technical writer to create a whitepaper is not inexpensive. Do people actually download password-protected or unprotected.pdf assets?
- Video Views: Is it worth it to hire a video production studio (or convince your busy CEO) to create a high-quality video showcasing your product or service? Individuals may not be watching at least 75% of the video.
- Subscribes: How valuable is an email subscriber? Or someone who subscribes to receive your blog posts via email? Must be superior to the average visitor, correct?
- Outbound Clicks: Is it profitable for a third-party partner to send traffic to their website? Do the social media profile icons in the footer of your homepage receive any clicks?
- Interactions: Your business recently invested in a high-priced chat or on-site marketing platform. Is it worth interrupting your users with a pop-up discount or a bot module?
It turns out that measuring micro-conversions like these is incredibly simple with Google Tag Manager and Google Analytics. However, the answers to the business questions we just discussed, as well as the insights sought by those questions, prove more elusive.