Usually online consumers don’t just jump straight into an automatic conversion (also called a macro conversion). Personally, I’ve never stumbled across a site that I was unfamiliar with and immediately clicked the “Buy now” button on a product. And and, most likely, neither have your customers. This is where the micro conversion enters the mix.
A micro conversion can be compared to a warm-up before the sprint, it’s an important step in your buyer’s journey
What Micro Conversions Are
A micro conversion is an incremental step that someone takes to show initial interest in your product or brand.
If you just focus on customers who complete a macro conversion, then you’re probably missing out on the power of your micro converters.
For example , if I come across your blog through a Google search. I’ll read your article, and I like it so much, that I share it with friends on Facebook. Additionally, I sign-up for your monthly newsletter, so I can receive more information about your company.
So I didn’t buy your product or use your service, but that doesn’t mean I’m insignificant to your company’s bottom line. In fact, those who participate in micro conversions before fully converting could be better for your brand in the long run. Through all of those micro conversions, they have learned to trust your brand.
Examples of some micro conversions
- Email newsletter sign-up
- Viewing a number of pages of your website
- Commenting on one of your blogposts
- Sharing one of your webpages to social media
- Commenting about your company on Social Media
- Creating an online account on your website
- Watching some of your videos
- Adding a product to a cart
- Filling out a contact form
Remember, micro conversions help you to understand your buyer’s behaviors, plus optimize your website so you’ll ultimately get higher conversion rates. Down the road, this can help you develop more targeted campaigns, and even convert people faster.
These little steps can equal big wins.