What is a micro-conversion?
Micro conversions are small, incremental actions that customers take on your website that indicate interest, engagement, and progression towards a larger, more valuable goal known as the macro conversion. Tracking and optimising for micro conversions provides eCommerce retailers and brands with a more complete picture of shoppers’ behaviour and helps identify opportunities to improve key pages and drive more conversions overall.
On their own, micro conversions may not directly generate revenue. However, they provide signals into how well your site and campaigns are capturing interest and driving quality traffic.
Examples of micro-conversions
Exactly which micro conversions you should track depends largely on your eCommerce business model and website goals. Here are 7 common examples of micro conversions that provide value:
1. Adding items to the shopping cart or wishlist
Visitors that add products to their cart or wishlist have taken a clear step signalling purchase intent. Even if they don’t buy right away, capturing this interest allows you to follow up later with tailored promotions.
2. Email newsletter sign ups
Collecting email addresses allows you to market to potential customers directly in the future. Even if they don’t convert during the first site visit, onboarding them into your email nurture streams means you can promote the latest trends and promotions to turn them into customers.
3. Social media follows and shares
When visitors share your content or follow you on TikTok, Instagram or other social media platforms, they’re voluntarily broadcasting their brand interest to their own networks. This expands your brand exposure and earned media potential.
4. Account creation
Account signups indicate visitors find ongoing value in engaging with your brand. It also captures key visitor data (like emails and customer preferences) to enable personalisation and direct follow up moving forward.
5. Product page views
Few shoppers purchase on their first visit. Actions such as browsing a product page can be considered micro conversions as they may eventually result in actual conversions.
6. Video views
Product video views indicate engaged visitors taking time consuming in-depth looks at your offerings. Are viewers dropping off at certain points? Fast-forwarding through sections? This viewer intel can inform video editing decisions to refine messaging or formats.
7. Site scroll depth
Scroll depth measures how far down a page visitors scroll before leaving. Use scroll depth tracking to benchmark key page performance over time. For underperforming pages, excessive early exits may indicate problems “above the fold” that discourage further exploration. Hear how Taggstar’s eXtended Messaging makes it easier for shoppers to find essential product information and engage them above the fold.
Why are micro-conversions important?
Micro conversions provide a more holistic view of customer behaviour compared to macro conversions alone. There are several key reasons to pay attention to micro conversions:
- They identify weak points/drops in your conversion funnel. By mapping micro conversions to macro conversions, you can pinpoint specific pages where visitors lose interest or experience friction. These problematic pages represent optimisation opportunities to improve conversions overall.
- They demonstrate engagement and intent. Even if visitors don’t convert immediately. Someone who signs up for your email newsletter may not make a first purchase yet, but they’ve indicated interest in your brand and products. Supply their email to your marketing team and they may convert this lead in the future.
- They help personalise onsite experiences. Tracking micro conversions like page views and site scroll depth, allows you to tailor and messaging to individual user behaviours and preferences. The more relevant your site feels to each visitor, the more likely they’ll engage further and convert.
In summary, optimising micro conversions provides a detailed view into the visitor journey, engagement levels, and real-world user behaviours – key insights that can help improve product experiences and marketing tactics to drive more conversions over time.
Why choose Taggstar to boost and transform your micro-conversions
Taggstar revolutionises micro-conversions by injecting dynamic, real-time social proof into the customer journey. Taggstar transforms the eCommerce landscape, driving higher engagement and accelerating micro-conversion rates for businesses.
Powered by machine learning, the Taggstar platform offers scalable real-time social proof solutions, including social proof messaging, social proof recommendations, and eXtended Messaging.
Join the growing list of leading global brands & retailers that trust Taggstar to elevate their shopping experiences and drive significant sales lift.
