It’s good to have goals.
In Google Analytics, for example, it's common to track macro-conversions on websites. For travel websites this could mean tracking bookings, e-commerce tracks purchases, or B2B sites track leads. Macro-conversions are a key part of a business’s health forecast and typically translate directly into revenue.
Micro-conversions, however, are minor events that occur throughout the user journey. So why should you track micro-conversions? These “minor” events occur more often than macro-conversions and are important milestones on the road to revenue. They tell us how engaged the user is with the website content before a purchase and therefore how likely they are to complete a goal.
Top 10 Micro-Conversions to track:
Whether you have a travel website or an e-commerce store, these micro-conversions can help you amp up your website game and drive overall conversions and revenue:
- Newsletter sign-ups: This one is a no-brainer. It can grow your email list and allow for multiple touchpoints.
- Personalized home page: Segmenting and personalizing the home page for users can create higher AOV and increase total revenue.
- Product page view: An optimized product page can help increase sales, so views of specific products are important.
- Clicks on retargeting banners: Users that have viewed certain pages or products have a higher chance of converting once they see it again.
- “Add to cart”: If a user has added an item to their cart, they are thinking about buying it.
- In-cart reminder: Similar to a retargeting banner, it doesn’t hurt to remind visitors that they have items waiting for them in the cart, and a click on this type of banner or pop-up will let you know how persuasive the website is.
- Shares on social media: If it’s good enough to share with friends, it’s good enough to buy!
- Video views: Are people watching your videos? If they are, then you know the content you’re creating is engaging users.
- Search function: This can be an indicator not only that people are engaging with your site, but also for the types of information they are looking for.
- Contact support: Again, this not only indicates engagement, but it also reveals the types of issues people are having on your site most frequently. You can update your FAQs page with the most popular questions your support team handles on a regular basis, or perhaps make some UX improvements to address user pain points.
Benefits of Tracking Micro-Conversions
Micro-conversions should eventually lead to macro-conversions, reinforce your KPIs, and help grow leads. Tracking multiple micro-conversions over time will ultimately give you a macro-view of how your website performs, how people use your site, or how they journey through your website funnel. Are there are any leaks or breaks in your funnel? Where is the most drop-off occurring? What are your most troublesome user pain points? Tracking micro-conversions will help you to identify these issues andshow you where to focus conversion rate optimization efforts.
Micro-conversions can also help you track across channels. What are your highest performing social channels? Which traffic sources supply the most micro and macro-conversions, and do they have a higher rate of conversion than other channels? Answering these questions will help you optimize your site for your users and increase your revenue.
Learn More About Tracking Micro-Conversions
Multiplica specializes in travel websites and e-commerce. Interested in learning more about how we can help you set up and track micro-conversions for your website? Contact us at firstname.lastname@example.org.