![]() ![]() Individually each of these micro-conversions is a small win, but you can see how these micro-conversions add up to create a big impact (1.3m+ visits): Here’s a snapshot of Sumo’s organic blog traffic over a 12-month period. By knowing how much traffic Sumo generates from search engines and growing that figure month-on-month, Sumo can build better awareness of its brand and product. Every click to a Sumo blog post from a search engine is a micro-conversion and brings people into the top of Sumo’s funnel. So if UGG can optimize open and clickthrough rates for these messages, it can increase macro-conversions (sales).Īnd at Sumo, SEO is a key strategy. Every time one of these emails is opened, it’s a micro-conversion. If you understand the steps people take to move through your funnel, you can optimize every step of the journey to ensure a higher conversion rate for your macro / primary goals.įor example, UGG sends back-in-stock emails to potential customers who tried to buy out of stock products on its site. Someone will rarely become a customer the first time they visit your website, and that’s exactly why micro-conversions are so important. Secondary Actions are not the primary goals of the site, but they are desirable actions that are indicators of potential future macro conversions. Monitoring these will help you define the steps where UX improvements are most needed. Process Milestones are conversions that represent linear movement toward a primary macro conversion. Jen Cardello of Nielsen Norman Group splits micro-conversions into two groups: ![]() If I click the link to Sumo’s post, that’s a micro-conversion for Sumo. ![]() So, let’s say I run an online business and want to learn how to measure my sales better… I search Google for “eCommerce dashboards” and in the search results, Sumo ranks highly. Simply, a micro-conversion is a step on the path through your funnel and toward your macro goals.įor example: If you’re a software business and your macro (or primary) goal is to generate new customers, a micro-conversion could be defined as any step a target customer can take that moves them closer to that macro goal. 4 Which Micro-Conversions Will You Track? ![]()
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