The primary goal of your online business is to get maximum end conversions i.e. visitors which end up in the purchase or any major call to action which results in revenue. These are known as the ultimate conversions. It is important to note here that any ultimate conversion is not an isolated event but is usually the result of many small conversions which happen on the way. These are generally small actions which are taken by the users which lead them to generate revenue. When you track these, they give highly useful insights about user behavior and interests.
Micro Conversions are small steps or actions which are taken by the visitors of your website, towards completion of the final goal i.e. a macro conversion. They can be either viewing the “Request a Quote” page, checkout page, commenting on some blog or article, reading reviews about your product or service, adding products to cart and abandoning it, watching explainer videos, visiting checkout pages etc. There can be multiple micro-conversions which can be tracked although they may not be directly linked to the ultimate goal. Micro Conversions, as have been realized by many marketing experts, have a huge effect on the conversion rates. The websites or businesses which ignore or are unable to guide the micro-conversions of a customer lose on their conversions significantly. For success, you have to keep the momentum all through the sales path once it is defined. You can then work on creating suitable call-to-action for every step.
Many websites often completely ignore the conversion data while others do not go into enough details to measure micro-conversions. They remain in complete darkness and are never able to know the real truth about customer journey.
Here are some of the advantages of tracking the micro conversions:
Tracking micro conversions helps to present a holistic picture of the whole user behavior and also lets you find out the weak points in the customer journey. It is also important because not every visitor of your website results in conversion the very first time. Some may actually never return while others take time to explore other related sites before making a choice. Some visitors may just visit with the purpose of research and not an actual purchase. The much-needed visibility in the user journey is thus given by the micro conversions. If one is only tracking the macro conversions you may only result in making large content or design changes which are short-lived. Websites which are far-sighted usually optimize for lasting returns and thus focus on all the parts which enhance user experience and ensure long term return on investment. Thus, tracking is important because it helps in:
There are many ways in which micro conversions can be tracked and the most commonly used among them is to log the micro conversions into Google Analytics or other platforms of web analytics. These let the micro conversions to be logged in as both events and goals. Other testing tools for logging the micro conversions are Optimizely, SiteSpect, VWO etc.
Google Analytics (GA) Tracking: This is used to track micro conversions by adding them as events and goals. When they are logged in as events like using Google Tag Manager, they can be compared to other metrics like keywords and traffic sources. Also, when you want to measure the steps taken by your visitor which is already at the checkout process, you can add these individual steps as goals and then establish a conversion funnel. Let us walk through the steps for the same:
A). After signing in the GA account, you have to go “Admin”.
B). Once there, you now have to press “Goals” which falls under the “View” column.
C). Herein, you will have to select the red “+NEW GOAL” to add your goal. In case the button does not appear, it could be due to the maximum number of goals which are allowed to you have been reached.
D). Now you can either use the custom option or make use of the various goal templates which are provided by the GA platform when you are tracking simple micro conversions like viewing a video, account creation, using social media to share content etc.
E). Next, you have to give a name to your goal and then decide how you will track i.e. time spent by a visitor on the page, a number of pages they actually visited, buttons they clicked etc. Once done, you may hit on “Continue”.
F). After successful creation of the above steps, you will now be able to see your “Goals” chart.
G). Finally, to track the progress you can check “Goals” under “Conversions”.
Other Testing Tools: In case of an experiment which is performed on the user data sourced from the micro conversions any variation when introduced can have a significant impact. Such experiments are often very useful as well. E.g. you may want to test the effect on micro conversion or user behavior of adding the picture of your product on the final check out page. It may lead to last-minute purchases or simply more items being moved in wish lists or carts. If not that it may simply increase the number of page views per user Such kind of testing is only possible if you have been constantly tracking your micro conversions and are able to decide fairly accurately that such minor changes can actually generate more revenue or sales.
Micro conversions may seem small but are essential for constantly measuring and improving the user experience. You can also clearly see the difference between a passing lead and a serious and high- quality lead. They also help in improving brand visibility and awareness, builds trust and ultimately convert at a significant rate. These are seen as incremental steps taken by the user on the path to final conversions. Thus, micro-conversions will help you eventually evolve into a better market analyst and a marketer. It will expand your outlook and approach. There are many insights which are generally overlooked or missed due to lack of proper knowledge and tracking efforts. Such incidences are minimized and you can clearly point out how many people actually converted and how many others left and when they did it. Thus, such useful insights help you to make appropriate changes at every necessary point for improving the visitor journey.
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