FAQ: Micro-conversions
One of the key elements of conversion in arbitrage is micro-conversions. These small but significant user actions can significantly impact the overall performance of your campaigns.
Like a warm-up before a race, a micro-conversion is a necessary step in your buyer’s journey to a target action.
Let’s take a look at what micro conversions are and how to use them to improve the effectiveness of your affiliate marketing campaigns.
01
What are micro conversions?
- Go to the website.
- Interact with the content (for example, watch a video review or comments, view reviews).
- View the description and characteristics of the product/service.
- Register on the website.
- Fill out a form or part of a form.
- Add a product to the cart.
- Subscribe to news/mailing list.
- Place an order.
Micro conversions are all the intermediate stages that a user goes through before performing a target action or macro conversion.
Tracking micro-conversions allows you to understand the mood of buyers, including tracking at what step the purchase/subscription/order fails.
02
Why is it important to track micro conversions in affiliate marketing?
- Campaign Performance Analysis: Micro conversions help you determine how users interact with your ads and landing pages. This allows you to evaluate the effectiveness of different campaign elements and identify problem areas.
- Optimize the user journey: By understanding which micro-conversions lead to macro-conversions, affiliate marketers can improve the user journey. For example, if users are actively clicking on an ad but not filling out the landing page form, it may be worth improving the design or content of the form.
- Reduced Customer Acquisition Cost (CAC): Optimizing micro conversions helps reduce the overall cost of customer acquisition. If each step of the interaction is made more efficient, the overall cost of macro conversions decreases.
- Improve traffic quality: Analyzing micro-conversions helps you understand which traffic converts better. This allows you to target campaigns more accurately and use higher-quality traffic sources.
- A/B testing and hypotheses: Micro conversions are important for A/B testing because they allow you to evaluate the impact of changes early in the interaction. This helps you find the best options faster and more accurately.
- Metric Goals and KPIs: Including micro-conversions in your key performance indicators (KPIs) allows you to more accurately measure the success of your various marketing strategies and adjust them accordingly.
03
What to track?
The micro conversions you look for will vary slightly depending on the niche you're in and the behavior of your customers.
To determine key micro-conversions, you need to identify moments of user interaction that correlate with sales volumes (or other macro-conversion metrics).
For example, maybe your data shows that about 40% of people who sign up for your newsletter end up purchasing a product. In this case, newsletter signups would be a good micro-conversion to track.
04
Micro conversions are especially useful for low-traffic sites.
Micro conversions are important for all sites, regardless of traffic volume, but studying them can be especially useful for sites with low traffic or low conversion rates overall.
Why? If your site only gets a few conversions per day, you won't have much data to analyze when looking at just macro conversions.
However, if you take into account all the micro-conversions that occur along the customer's journey, you will have many times more data to analyze.
This will allow you to identify problem areas, focus on those areas and the elements that are blocking or distracting users from taking action, and work to optimize them to achieve your conversion goals.
05
The key to profit?
Make sure all micro conversions are tracked using web analytics tools.
Analyze micro conversion data regularly. Use micro conversion data to optimize your ads. Improve creatives, copy, and calls to action (CTAs) based on what works best.
Micro conversions play an important role in affiliate marketing, helping you better understand and optimize how users interact with your campaigns.
Micro conversions can improve user experience, reduce customer acquisition costs, and increase overall campaign effectiveness.
Therefore, using micro-conversions in affiliate marketing is one of the elements for achieving long-term success.
