What is a micro conversion?
Micro conversions are the steps a user takes on the way toward making a larger conversion. For instance, signing up for an email newsletter would be a micro conversion while signing up for a paid subscription would be a macro conversion.
These small actions, while not considered part of a site’s overall conversion rate, show interest in a brand or a product. They can be strong indicators of an ecommerce funnel’s effectiveness.
Why do micro conversions matter?
Business owners and marketers sometimes ignore micro-conversions in favor of focusing on macro conversions like purchasing a product or signing up for a subscription plan. But micro conversions do matter in the big picture, and you can learn a lot from them.
Most importantly, they can help you figure out where the leaks are in your funnel (i.e. where and why you tend to lose visitors and customers).
For example, if lots of people are signing up for your email newsletter but not a lot are making a purchase, then you can look into how to improve your email marketing.
Examples of micro conversion
Some common examples of micro conversions are:
- Downloading an ebook (i.e. a content upgrade)
- Signing up for an email newsletter
- Creating a free account
- Watching a video
- Commenting on a post
- Adding a product to their cart
- Sharing your brand/content on their social media pages