Every brand wants to 3X their organic revenue, right?
But not every brand works on better customer journeys.
Brands should be giving customers the best experience at every touch-point.
How?
Through optimising for micro-conversions…. Not just the overall macro-conversion!
This is MASSIVLEY important in 2023 – let’s dig into how brands create a journey where customers WANT to spend 🛍️
What are micro-conversions? 🤔
Micro-conversions are small actions that users take on your eCommerce store which increases the likelihood of them making the purchase – the conversion we’re after.
Here’s the thing.
Micro-conversions are often considered the first step in the customer journey, as they indicate an interest in the product or service being offered.
Here’s the power.
Optimising for micro-conversions is essential for e-commerce SEO, as it can help you increase sales and drive more customers to your site… This is the goal of any eCommerce store, right?
Optimising for micro-conversions is a CRO hack for SEO and conversions!
What is the Difference between Micro Conversion and Macro Conversion?
The main difference between micro-conversions and macro-conversions is the size of the action taken. Micro-conversions are small actions, such as clicking on a product page or watching a video, while macro-conversions involve bigger actions, such as making a purchase or signing up for an account on your store.
Micro-conversions tend to be easier to track because they’re smaller, while macro-conversions require more effort.
So, how can you optimise for micro-conversions?
I am going to give you some tips from my year of experience working with eCommerce brands.
1) Painfully, revenue is lost without CRO and SEO 📉
As you probably know, billions (businesses lose 35% of sales due to bad UX) in revenue are lost across the globe by not optimising for the customer journey with a solid UX:
- First impressions of your brand build a story in your customer’s mind
- A confusing eCommerce store will destroy conversions
- You’re handing revenue to your competitors
Here’s the truth.
Every website on the web can be improved. For example, product page personalisation is key to growth.
The worst thing you can do is leave it static and focus on just your checkout process.
Brands need to be testing theories for your customer’s journey.
2) CRO and SEO rocket revenue 📈
I have done 2 talks this year about SEO, UX and CRO.
These ingredients bring ground-breaking results to any SEO campaign:- Getting traffic is one part of the puzzle:
- Your website journey should be tested to match the intent
- Brands match customer demands and seasonal changes
- Use Wayback machine on any global brand, they’re constantly testing
- Marginal micro-conversion gains will improve your macro-conversions
So why doesn’t every SEO campaign work with these?
Lean in, let me share a little secret.
It’s a grey area within an SEO campaign.
There’s a certain line within SEO that most agencies can’t cross because it’s hard to bill hours for investigating UX.
But, the way search is going, especially with generative AI, it’s an area that needs to be worked on together. This is how brand/SEO collaborations will deliver the best results. You often see leading fashion brands’ SEO campaigns test and adapt strategies for their customers!
3) Leveraging micro-conversions 🌱
Every eCommerce brand should be leveraging micro-conversions for better customer experience.
Instead of just looking at conversions, actually, audit how you can help your customers:
- Brands should be leveraging micro-conversions
- This applies to ANY niche within the eCommerce sector
- Testing your micro-conversions will lead to better conversions
Are you finding 77% of your traffic is landing across 7 core pages?
How can you optimise your user experience and sales funnel?
This is where micro conversion rate optimisation comes into place for your brand’s primary goals – which of course is getting your customers into the shopping cart and along your conversion funnel.
User testing + user journeys optimisation = increase in conversions 📈
4) 10 tips for mico-conversions any eCommerce brand can improve 🧠
Here’s 10 ways to improve micro-conversions:
- Engaging with accordions of FAQ and brand info
- Watching your product and brand videos
- Email sign-up for your brand’s discounts
- Downloading a brand asset
- CTR on multiple pages
- Browsing product data
- Creating an account
- Image gallery clicks
- Colours
- Fonts
Don’t just focus on the product page and bottom-of-funnel attributes.
The goal is to slide your customer down the funnel to conversion. Micro-conversions are a great way to do this… This of course will lead to your primary conversion.
Also.
This fuels your SEO growth: Increased engagement = 📈
7 tools to use for micro-conversions and customer insights 🔧
in 2023 there’s many tools brought to market to help with CRO and turn potential customers into paying fans of your brand.
7 Tools to Use for your conversion goals:
1. Google Analytics – Set up goals and track micro-conversion data like clicks, page views, time on page, etc.
2. Hotjar – This is a great tool for understanding user behaviour on your website and optimising user experience. It provides heatmaps, recordings of user sessions and surveys that will help you understand the customer journey. Heat maps are a great way to look for “leaky holes” and improve your bounce rate.
3. Crazy Egg – Another great tool for seeing how people interact with your pages and understanding which elements are working and which need improvement.
4. Optimizely – This is an A/B testing platform that you can use to test different variations of elements on your website and see which ones produce the best results.
5. Usability Hub – This allows you to conduct quick user research and get feedback on your website design.
6. VWO – Another great A/B testing platform that also includes heatmaps, funnel analysis, and other features to help you understand user behavior.
7. Content Square – This tool gives you insights into how different sections of your website are performing. It is especially helpful for understanding customer journey optimisation and micro-conversions.
How do you Calculate Micro Conversion Rate? 💡
Calculating micro conversion rate is one of the most important aspects of understanding how effective your website is at converting customers.
Micro conversion rate is simply calculated by taking the number of conversions and dividing it by the total number of visitors to your website. For example, do you get 100,000 visitors to a blog post?
You need to calculate the conversion rate.
This will give you a percentage that shows how many visitors are taking action on your website.
To further break down this calculation, there are two main components:
- the number of conversions and the total number of visitors
- The number of conversions is usually tracked by setting up goals in Google Analytics
So if you haven’t already, make sure to set up goals for your website – I just know you love the GA4 😉
How your competitor analysis can help with your conversion goal?
Every brand will “analyse” another competitor.
Why?
Competitor analysis will give you valuable insights for improving your micro-conversion rates. By understanding what other brands in your space are doing, you can gain a better understanding of strategies you can use to engage with your target customers.
Looking at competitor strategies can help you identify opportunities to differentiate yourself from them and stand out from the crowd.
Why Micro Conversions Are Important to eCommerce Success?
Let me summarise the message of this article.
Micro conversions are important to eCommerce success for any brand! They provide solid data on how customers engage with your online store.
By tracking, you can identify areas of improvement and optimise your website for improved user experience. Micro conversions also indicate where customers are dropping off in the customer journey and help you focus on driving bottom-of-funnel activities like signing up for accounts or making purchases… Best of all, work your target audience into the shopping cart.
Additionally, tracking micro conversions can help you better understand customer behaviour and provide data-driven insights into what works and what doesn’t.
Monitoring micro conversions is key to improving user engagement and driving more sales for your eCommerce business! 📈
