Micro-conversions are a set of actions that create the user’s path to conversion. While it’s easy to overlook these small steps, any flaw throughout the journey can stop visitors from reaching the conversion goal.

Micro-conversions play a big role in conversion rate optimization. And the good news is that optimizing them doesn’t take much time and effort using the right tools.

In this article, we will discuss micro-conversions and give some examples. We will also tell you how you can monitor micro-conversions on your website.

Let’s get started.

Micro-conversion Vs. Macro-conversion

A Macro-conversion happens when a user takes an action that’s the main goal of a website, and micro-conversions are the interactions that lead to it. For example, completing a purchase on an e-commerce website can be a macro-conversion, and viewing a product page micro-conversion.

Macro-conversions might seem more important at first sight, but you are really missing out if you ignore improving micro-conversions. The average website conversion rate is around 3%. Considering this fact, focusing on only optimizing macro-conversions means neglecting the majority of your visitors.

Small interactions make a difference when it comes to converting the website traffic you are receiving.

Micro-conversion Examples

Here are some examples of micro-conversions:

  • Adding products to a cart
  • Signing up for a newsletter
  • Filling out a form
  • Creating an account
  • Viewing product pages
  • Sharing a blog post on social media
  • Commenting on a blog post
  • Watching a video

Now let’s see an example of a customer’s path towards a conversion goal.

Imagine you want to buy a headphone on Amazon. These are the steps you would take:

  1. First, you go to Amazon and sign in to your account.
  2. You choose the category Electronics on the Departments menu.
  3. Then you choose the sub-category Headphones.
  4. You find the product you want and click on it.
  5. After reviewing the item, you add it to your shopping cart.
  6. You click Proceed to Checkout.
  7. Now you enter your shipping address.
  8. You choose a payment method and enter your information.
  9. Finally, you click Place Your Order.

In this example, the last step is the macro-conversion, and all the steps before that are micro-conversions.

Why Should You Track Micro-conversions?

Micro-conversions can help you improve your website in many ways. Here are the main reasons that you should consider micro-conversions in your marketing strategy:

1- Identifying Sales Funnel Shortcomings

They are an excellent way to identify your sales funnel’s shortcomings. Tracking micro-conversions helps you understand which stages of the sales funnel need improvement. By improving the sales funnel, you will have a higher conversion rate.

2- Understanding User Behavior

Monitoring visitors’ interactions with your website is the best way to understand their behavior. This valuable data allows you to optimize your website based on users’ needs. Without a doubt, user experience improvements lead to higher sales.

3- Identifying Ideal Visitors

Micro-conversions help you find out who your ideal visitors are. People visit your website for many reasons, and not all of them are going to buy from you. Your ideal visitors are the ones that fulfill the conversion goal. You can identify your ideal visitors by segmenting your website’s users based on the actions they take.

4- Optimizing the Sales Funnel

When you know who your ideal visitors are, it’s much easier to figure out and analyze their conversion journey. Knowing what path your customers are taking allows you to optimize the conversion funnel.

5- Leveraging Existing Website Traffic

Analyzing and improving micro-conversions creates opportunities to make the most out of the website traffic you are already receiving. By monitoring the users’ interactions on the website, you can learn why and when they drop off. Then, you can fix the problems that make people leave your website.

6- Finding the Turning Points in the Customer Journey

Micro-conversions show you the turning points in the customers’ journey. What areas on your website lead the users to take your desired actions? At what point do they lose interest in what you are offering?

7- Identifying UX Design Weaknesses

Tracking micro-conversions can help you detect your website’s UX design weaknesses. For example, if your email subscription is not receiving as much attention as you planned, maybe you should make it more visible.

How Can You Track Micro-conversions?

You can use Google Analytics or a user behavior analytics tool to track your micro-conversions. User behavior analytics tools offer more useful features than GA. They show you how visitors are actually interacting with your website and provide comprehensive and detailed data about your visitors’ behavior. With these tools, you can learn how to improve your website and make it more satisfying for your visitors.

Below we introduce Watch Them Live as a user behavior analytics tool.

Tracking Micro-conversions with Watch Them Live

WTL is a user behavior analytics tool with features that can help you identify and fix your website’s problems. Let’s see how each feature can help you optimize your website:

Session Replays

Session recordings allow you to follow the users’ path on your website. You can exactly see which paths lead the customer to the conversion goal. You can also find out at what point users decide to leave your website. Watching what users are actually doing on your website is the best way to understand their behavior.

session replay watch them live

Heat Mapping

Heat maps are used to visualize quantitative data and make them easier to understand. With heat maps, you can find out the most popular areas of your website at a glance.

Heatmaps

Website Analytics

This tool provides a set of useful analytics, including page views, user sessions, referrers, and user segmentation (countries, devices, languages, UTMs, screen sizes, page visits.) This is all the information you need about your visitors. Understanding your audience is the first step to website optimization.

Real-time Data

Besides all the above, this service also lets you track your visitors in real-time. You can use real-time data to understand why people abandon your website at the moment and fix the problems as quickly as possible.

Try out Watch Them Live now! Check out the plans and choose the one that best suits your needs.

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Conclusion

Tracking micro-conversions is one of the best ways to understand user behavior. They also give you an insight into what’s really happening on your website. Optimizing micro-conversions will increase your conversion rate in both the short and long term.

Make sure to include micro-conversions in your marketing strategy, because at the end of the day, what leads to great results are small actions.

Published On: April 30th, 2021 / Categories: CRO /

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