What is Ecommerce Micro Conversion?
As an e-commerce business owner, you need to focus on the big
picture such as revenue, traffic, growth strategy and such.
But overlooking the “small things” can have a huge negative impact
on your big vision. We call the “small things” micro-conversion. They are
critical parts of your pre-macro converting process.
What is micro-conversions?
A micro conversion refers to a user activity that leads them to
the target conversion (purchasing). For instance, if you have an E-commerce Business Website
that sells premium outdoor furniture, you may wish for a visitor hitting the
“add to cart” and open their wallet immediately after landing. But, you know in
reality, it doesn’t work like that. In most cases, they will probably watch
your demo videos, filter by prices, read reviews and your blog first. These
actions seem not contributive to sales directly, but they guide a user through
a few actions that lead up to the major conversion.
In short, the big conversion comes with a process. And checking
the progress at the initial stage of business always yields better results.
Micro conversion helps you to measure such progress.
They are the indicators of potential purchasing intention–each
micro-conversion brings your visitors a little closer to the final purchase.
Why is it a big deal?
When you got a decent amount traffic coming to your website but
70% of them didn’t buy, then what were they doing? What did the other 30%
visitors do before successfully making a purchase?
You will only discover the path to success (macro conversion) if
you carefully track and measure the process that users engage in.
Micro-conversions provide a picture of your website
visitors in terms of what their interests are and where they get stuck
during the buying journey. For instance, if you notice the micro conversion
rates that hit the roof, you know that these are the best areas for final
conversion potential.
It also tracks multi-channel performance. Many micro conversions
go beyond the site itself, and track user engagement in other marketing and
social channels.
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