Mapping and tracking micro-conversions can help brands improve macro conversions

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 17, 2020, 12:09 PM UTC

Micro conversions are actions taken by a user that move them closer to completing primary business objectives like purchasing a product.

This piece suggests businesses should map and track micro conversions to improve their overall macro conversion rate. Tracking micro conversions can help businesses understand user behaviour, and identify and remove bottlenecks in their marketing funnel.

Brands should customise and personalise the user experience in their process milestones or secondary actions to increase conversion rates. For instance, marketers can send personalised emails to users to obtain higher open and click-through rates.

The author suggests businesses should focus on the channels that convert, instead of focusing on every channel. The article also states that micro-conversions can become “vanity metrics” if leveraged in the wrong context. For instance,  deceptive tactics and misleading email subject lines can harm the overall marketing efforts.

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[6 minute read]