When website owners explore their website analytics, they tend to focus on one main conversion: how many sales came directly from all the visits to their webpages. Typically, that percentage sounds fairly low – perhaps one in 100 visitors will actually convert to cash. However, this is only one type of conversion that happens on sites. There are many other “micro” conversions that hold just as much weight as the “macro” conversion that usually takes center stage during discussions of a website’s performance.
Some of the most overlooked – yet important – micro conversions that are essential to consider when determining how well a site is working are listed below. Each helps webpage owners, designers, managers and sales/marketing pros better understand the habits of customers and see what micro conversion details they can “tweak” to give better service and provide increased macro conversions.
1: File Downloads
Every time someone visits a website and downloads a form, such as a PDF, that is considered an engaged micro conversion. Downloads can be necessary for a number of reasons:
– Doctor’s offices often use them to provide forms that can be filled out before a patient comes in for an appointment
– Camps and schools offer printable registration forms that must then be mailed or emailed
– Businesses use downloadable pamphlets to generate interest from prospects that aren’t yet ready to buy
Tracking these file downloads will give a better overall picture of how many people are showing interest, even if they aren’t quite ready to buy or they are buying offline.
2: Blog Subscriptions
Sometimes, visitors to a site just want information. They stumble across a blog and decide to add their information to remain on the blog subscription list. This means they may be likely to exchange money later with the company. They simply aren’t ready yet, but they trust the organization enough to give their personal data. This is a huge advantage.
3: Account Creations
Getting customers to create a login account can be a struggle for many websites. However, login information is the most valuable to ecommerce sites because having an account on an ecommerce site often means the user is likely to purchase products in the future. The key to getting more account creations is to make the process as easy as possible. (For a good example, check out this account creation page.) Just make sure you track these micro conversions so you know how many visitors are planning to purchase from your site in the future.
4: Job Applications
Not everyone who comes to a site, even an ecommerce one, is looking to buy. Sometimes, individuals are seeking information on employment with the company. Therefore, it’s critical to keep a running tab on how many job applications are received each month or quarter as part of the overall micro conversion data.
5: Tech Support Submissions
Obviously, these are micro conversions that should be kept to a minimum, but they still exist. A current customer may have questions regarding a recent purchase so he or she goes to the website not to buy, but to solicit advice from the tech people or customer sales reps. For these micro conversions, consider a decrease in number each month a win.
6: Recommendations to Friends and Social Shares
Most sites offer ways for visitors to recommend pages to their friends through means such as Twitter, Facebook or Pinterest. Measuring the success of these integrated social media approaches can show you how engaged and excited your customers are about your product or service. That sounds like a micro conversion worth measuring to me.
7: Video Views
Tracking the number of video views will help make sense of what visitors to the site are fascinated by. If one video seems to be regularly getting a lot of views, it might make sense to highlight it on other sites or at other places within the website to engage more customers.
8: Time Spent on Site
If prospective customers are spending a lot of time on a website, they are likely to be interested in what they see there. It also could be that they are doing research for future buying, finding out more about the company or are doing some competitive research. The more time visitors are spending on the site, the better. This is a micro conversion that can be overlooked.
9: “Add to Cart” Clicks
Even if someone doesn’t make a purchase, their comfort in adding an item to a shopping cart shows they might sometime come back to complete the purchase. Keeping a running tab of how many “add to cart” clicks there are. This will give your company an idea of the behavior of visitors and perhaps – when looking at all other micro conversions – can help figure out ways to turn them into paying visitors.
10: Webinar/Webcast Attendees
Companies that offer online webcasts or webinars will want to make sure the number of attendees are added into their micro conversion analyses. Each attendee had to come to the website at least once to get information to register for the webinar.
Examining and exploring micro conversions will help every company get a clearer idea of what’s really happening as visitors are coming to a site. They also open the door to further conversion opportunities that might otherwise be missed.
Kayla Matthews is a business solutions blogger with a passion for productivity boosting and time-management. To learn more about her, follow her on Google+ and Twitter or check out her personal productivity blog!