What are Micro Conversion?
Micro conversions are small, incremental actions that users take on their journey toward completing a primary or "macro" conversion (such as making a purchase or signing up).
These micro-conversions help measure user engagement, track progress, and provide insights into user behavior before they commit to the ultimate conversion goal.
Micro conversions are usually broken into two categories:
- Process Milestones: Steps that are part of the user’s path to completing a macro conversion. For example:
- Adding items to a cart in an eCommerce store
- Signing up for an email newsletter
- Viewing a product demo or video
- Clicking through to a specific page (e.g., pricing or product details)
- Secondary Actions: Behaviors that indicate user interest or engagement but may not directly lead to a macro conversion. For example:
- Following a brand on social media
- Downloading a whitepaper or eBook
- Watching a tutorial video
- Creating a user account (without purchasing)
Why Micro Conversions Matter?
Great for tracking the customer journey. Micro conversions give businesses more granular data on how users interact with a website or app. They reveal where users might drop off or need more engagement.
By analyzing which micro-conversions are frequently completed or abandoned, businesses can optimize user experiences and remove friction.
Micro conversions help marketers and sales teams assess which users are more engaged and ready to move further down the sales funnel.
Finally, tracking micro conversions can act as early indicators of larger conversions, helping marketers forecast campaign success.
In essence, micro conversions provide valuable insights and data for improving the entire user experience and increasing the likelihood of achieving more significant macro conversions.