Focus on micro-conversions to create relevant content and boost CX

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 29, 2021, 4:30 PM UTC

Micro-conversions can help marketers improve branded content, increase sales and amplify repeat purchases.

Micro-conversions are the steps that take the website visitor closer to larger goals like signing up for a newsletter or purchasing a product. By focussing on micro-conversions, marketers can create high-recall moments every time a prospect visits the brand website. It can help brands improve customer experience, which can further aid in increasing conversions.

With a micro-conversions journey, marketers can set different milestones to achieve at different points of the customer’s purchase journey. This can help brands use language relevant to the target audiences’ pain points, optimise the sales funnel and boost conversions. Marketers should also set actionable metrics that help businesses track how successful they are in achieving micro-conversion goals.

Though KPIs may vary based on the industry, businesses should first separate their macro and micro conversion goals and set clear parameters for each. Assess all goals before adapting and factor in insights from competitive analysis to optimise website elements, content and sales funnel.

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