You might think that when a user visits your website, it is only a success if they then commit to a purchase and a full conversion takes place. However, a lack of purchase doesn’t necessarily mean that the visit has not been a success. In fact, there are a number of micro conversions that could have occurred that will be worth tracking and exploring through google analytics to further evaluate your PPC campaign success, for sales or lead generation campaigns.
What are micro conversions?
Micro conversions are a process that occurred on your site that could be evidence of a new lead, an interested customer or a potential future sale. A micro conversion is usually evidence that a customer is not yet ready to commit to a purchase or perhaps have shied away from sharing personal information yet. However, they have completed at least one process that you can use to build a lead or is the first step to completing a purchase later.
You can look at how to improve your conversion rates with wordpress theme design and see how your site could see and uptake in conversions.
To be able to understand a micro conversion, you first need to make sure you recognize them when they do occur and setup tracking for them in Google Analytics. Here is a collection of some great micro-transactions or micro conversions, what they mean, and how tracking this information can be beneficial for your business.
Tracking Micro Conversions in Your Marketing Campaigns
Email Newsletter Signup
You might find that a user has clicked on your site and has not found anything they are interested in purchasing. Or, maybe, they did but you are going to come back after viewing a few other sites. Getting them to sign up for an email newsletter can be the easiest way to remind them and make sure they don’t forget your business. You can do this, with a quick popup that may appear on the landing page or as they spend more time on the website. You can explore which option is more effective and connect with customers. Most newsletter systems, such as Mailchimp, have easy ways to integrate into Google Analytics to track these signups as goals and conversions.
Download A Brochure
A customer might be interested in making a purchase but needs a little more information on the products or services that you provide. So, make sure you give them the option of downloading a full brochure. You don’t want your website to be so packed full of content that it is difficult to browse or navigate. However, it is easy to provide a highlighted link to get users to download a brochure. This provides something that they can continue to look at even after they leave your site or print. A strategy like this can also work well for longer sales cycles in B2B online marketing. The download itself can be setup as a goal to track in Google Analytics as well. This article goes over more info for How to Track Button Clicks in Google Tag Manager.
Follows On Social Media
Make sure you have a few links to your social media profiles on your website. You can do this with widgets in systems like WordPress, or link to them directly. Be sure to check and find out how many likes or follows are sourced from visitors on your site. If follows from your site are low, you might want to think about drawing more attention to your social media and perhaps even adding the link to the landing page. Similar to signing up for a newsletter, a follow on social media can help get a potential customer to come back or lock in repeat business.
Viewed Key Content
You can set tracking goals in Google Analytics if someone visited a specific URL. You likely wouldn’t import these goals to Google Adwords as conversions, but it is useful to track them in Google Analytics. For example, if someone visited the Location page on your website that has a Google Maps widget to get directions to your local store. Similarly, viewing a key page like a Pricing page or About Us page is worth tracking to understand high level of interest from website visitors.
Make sure to look at the data to determine which of your content is viewed the most. That way, you will be able to find out what interests your customers and what should perhaps be promoted more or even highlighted on your main page. For instance, if an article has been viewed thousands of times then it makes sense to promote it or, publish more like it.
As well as this, you need to explore where people are spending the majority of their time when on your site. Perhaps, they are spending a lot of time on content and very little on the shop page. If that’s the case, it may be that the shop page is difficult to find or navigate. Or, it could be that the rest of the content is clogging up the site. Either way, by knowing where people are spending the majority of their time, you can adapt the site accordingly. Tools like https://mouseflow.com/ or https://www.hotjar.com/ can give you detailed heat maps showing what exactly visitors do and where they go on your website.
Time Spent on Website
Of course, it’s not just about where they spend their time on your site, but how much time they spend overall. With analytics, you can find exactly how long customers are staying on and make it worth their while to stick around longer. In addition, you can make time spent on site its own remarketing list to follow these high interest users with remarketing ads. You can also track goals based on a certain time spent on site, such as at least 3 minutes. This way you know this user is likely a high interest visitor, even if they did not fill out a form, call, or complete purchase, they can be counted as a micro conversion for your SEM campaigns.
We hope you find this information beneficial and see that micro conversions can, in the long run, be just as beneficial as a full purchase. They can definitely be useful when planning the future of your PPC ad campaign or other internet advertising campaigns.