Can user actions on the site that do not yet lead to a conversion (such as watching a video or downloading a file) have a significant impact on your business? Yes! Read the article and learn how to use micro-conversions to support sales.
What is a micro-conversion?
A micro-conversion is a user action on a website that, on the surface, may not be directly related to a macro-conversion, such as making a purchase. A micro-conversion is a step taken by a user on the way to a macro-conversion. Depending on your business, a micro-conversion could be signing up for a newsletter, adding a product to a shopping cart, downloading a file or watching an instructional video.
Analyzing micro-conversions is key to improving the macro-conversion process, because through this analysis we can determine at what point a user, for example: decides to abandon a purchase. Analyzing the number and types of individual micro-conversions allows us to determine the user’s path and identify which elements of the website are of interest to the user.
On the basis of micro-conversions it is possible to determine, among other things:
- interest in the offer – visiting individual product tabs or signing up for a newsletter,
- level of engagement – watching all or part of an instructional video,
- willingness to buy – adding a product to the shopping cart.
What is macro-conversion?
A macro-conversion is a user’s action on your website that is most important to you. In the case of online stores, a macro-conversion can be making a purchase, and in the case of information sites – downloading a file or signing up for a newsletter. The type and number of macro conversions for each business are determined individually.
Tracking macro-conversions should be one of the main analytical areas of a business, as they most often have a direct impact on the company’s revenue.
To track and analyze macro conversions, it is advisable to use advanced analytical systems. The most popular and free tool is Google Analytics. However, when using this tool, it is worth remembering that it has some limitations, such as the inability to track a user’s actions on the site if he or she does not give permission. There are also many other paid tools for this type of analysis available on the market.
The road from micro-conversion to macro-conversion
The road from micro-conversion to macro-conversion is long and not always successful. However, it is important to analyze all of these elements in order to introduce new functionalities to the site or optimize existing ones in order to increase the number of conversions and thus the profit level.
If you are having trouble determining what is micro-conversion and macro-conversion in your case, and how to measure and analyze them – contact us. At Media In, we have a team of specialists who can help you identify these elements, track them, and then optimize your website and campaigns to increase the number of macro conversions.
How to use microconversions to support sales?
To make effective use of microconversions, it makes sense to focus on monitoring them at each stage of the user path – from signing up for a newsletter, to adding a product to a shopping cart, to watching a video. This data allows you to understand at what point users are likely to abandon the purchase process, as well as identify which elements of your website or marketing campaign need improvement.
Optimizing micro-conversions can lead to better customer engagement, increased customer loyalty and, ultimately, an increase in macro-conversions, or sales. With precise micro-conversion analysis, changes can be made to the website, new functionalities can be tested and communications can be adjusted, resulting in an improvement of the entire sales process.
