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Glossary – Microconversion

Microconversion

Nikiforov Alexander
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What is a microconversion?

A microconversion is any intermediate action taken by a user on a website that leads them towards the main conversion. The meaning and form of microconversions can vary depending on the type of business and its goals. For example, for an online store, the main goal is to complete an order, while microconversions might include viewing products or adding them to the cart. Meanwhile, for an interior design studio, the goal may be to receive service requests, where intermediate actions include downloading a price list and viewing case study pages.

When a user adds a product to the cart, they are performing a microconversion. These actions signal initial interest in the company or product. If the outcome is positive, such actions can lead to the main target action, such as purchasing a product, registering for an event, or signing up for a consultation.

Types of microconversions

There are several main types of microconversions that can be useful for analyzing user behavior:

  • Viewing specific pages;
  • Searching the site;
  • Filling out a login or registration form;
  • Adding a product to the cart;
  • Downloading a file (price list, catalog);
  • Subscribing to an email newsletter;
  • Commenting on posts;
  • Reposting content from the site on social media;
  • Clicking on a button, link, banner, or image;
  • Playing a video.

Importance of tracking microconversions

Tracking microconversions has several important aspects:

  • Determining marketing effectiveness. Analyzing microconversions helps understand how marketing strategies are performing, including subscription rates to newsletters, clicks on ad banners, and blog readership. This data allows for identifying the most effective approaches and focusing on them.
  • Studying the user journey and optimizing the sales funnel. Microconversions show what actions visitors are taking and where they are dropping off. For example, if a user opens the registration form but doesn’t fill it out, this may indicate that there are too many fields, which deters them.
  • Audience segmentation. Data on microconversions can serve as a basis for segmenting the target audience by interests and activity levels, which in turn allows for personalizing offers.

Interesting facts about microconversions

To increase the number of microconversions, it is useful to conduct A/B testing of various elements of the website, such as buttons, forms, and banners. Comparative analysis of different designs, content, and placement of elements helps determine which solutions work best.

Businesses can track microconversions using web analytics systems, with one of the most popular tools in Russia being "Yandex Metrica." This service allows users to select various types of target actions for monitoring, including visits to specific pages, site searches, clicks on clickable elements, and file downloads.