Micro Conversions: What They Are, Why They Matter & How to Track Them

first_img Topics: As marketers, we all know what macro conversions are — simply put, a macro-conversion is the primary goal of your site.For instance, Amazon’s macro conversion is when a user purchases a product. Boston Web Group’s macro-conversion, on the other hand, is when someone requests a consultation appointment.But oftentimes, a user doesn’t jump straight to a macro conversion. I’ve never stumbled across a site I’ve never heard of and immediately clicked “Buy now” on a product — and, my guess is, neither have you.This is where micro conversions come into play.Similar to the warm-up before the full sprint, a micro-conversion is a necessary step in your buyer’s journey.Here, we’ll explore what exactly micro-conversions are, why they matter, and how to track them.Download the Advanced Guide to Scaling a Conversion Optimization ProgramMicro Conversions: What They Are and Why They MatterA micro conversion is any incremental step a user can take to show initial interest in your brand or product.If you only pay attention to those who complete a macro conversion — like signing up for a free trial, requesting a consultation, or purchasing a product — then you’re missing out on the power of your micro converters.For instance, let’s say I stumble across your blog through a Google search. I read your article, and I like it so much, I choose to share it with friends on Facebook. Additionally, I sign-up for your weekly email newsletter, so I can receive similar blog posts in the future.I didn’t buy your product, but that doesn’t mean I’m insignificant to your company’s bottom line. In fact, people who participate in micro conversions before taking the leap into fully converting could be better brand advocates down the line — through those micro conversions, they’ve learned to trust your brand, and see the legitimacy of your business as a thought leader in the industry.Nielsen Norman Group’s Jennifer Cardello splits micro conversions into two categories:Process Milestones are conversions that represent linear movement toward a primary macro conversion. Monitoring these will help you define the steps where UX improvements are most needed.Secondary Actions are not the primary goals of the site, but they are desirable actions that are indicators of potential future macro conversions.Examples of micro conversions, both process milestones and secondary actions, include:An email newsletter sign-up.Viewing a certain number of pages of your site.When a site visitor comments on one of your blog articles.Sharing one of your pages via social media.Tweeting about your company.Downloading an ebook.Creating an account.Watching a video.Fulfilling a certain number of steps in your business’s conversion cycle — adding a product to a cart, beginning to fill out a form, etc.Ultimately, micro conversions can help you understand your buyer’s behavior better, and optimize your site for higher conversion rates. Down the road, this data can help you create more targeted campaigns, and even convert faster.For instance, Wholesale Suite uses two-step conversions from OptinMonster to drive qualified leads to their email lists — which, by itself, is a micro conversion. However, this micro conversion allows Wholesale Suite to nurture leads into sales. From that one landing page alone, Wholesale Suite collects 15-20 qualified leads every day.Ultimately, little steps can equal big wins.Now that we’ve covered the importance of micro conversions, let’s take a look at how to track them.How to Track Micro ConversionsTracking micro conversions is a relatively easy process using a tool like Google Analytics.Before you begin tracking your micro conversion, however, you’ll want to define with your team which stage of the micro conversion you want to track.For instance, let’s say you want to track users who download an ebook. Your criteria might be any user who fills out the form on the ebook landing page — but, alternatively, perhaps you track users who receive the “thank you” email, or visit the thank you page for the offer. This could help you distinguish where your users primarily download the ebook, if you place your ebook CTA on various pages of your site, like blog posts.Once you’ve defined your criteria for a completed micro conversion, you can track your micro conversion in GA. Let’s go through that process now:1. When you’re signed into your Google Analytics account, go to “Admin”.2. Next, click “Goals” under the “View” column.3. Click the red “+ NEW GOAL” button to add a goal. (Note: If you don’t see this button, it’s because you’ve already used all 20 of the goals you’re allowed).4. You can use one of the common goal templates GA provides — if you’re tracking a micro conversion such as creating an account, sharing content on social media, or playing a video, it’s a good idea to use one of GA’s pre-built templates. Alternatively, you can click “Custom” to make your own.5. Name your goal, then choose how you’ll track the micro conversion — you can track whether someone visits a page, how long they spend on a page, if they visited a certain minimum requirement of pages, or if they clicked a button or played a video. When you’re ready, click “Continue”.6. Once you’ve successfully created your goal, you’ll see it in your “Goals” chart.7. When you need to track the progress of your micro conversions, you can do this under “Conversions” > “Goals”.It’s important to note, if you’ve used HubSpot to build your website or track your analytics, you can also use HubSpot to track your micro conversions.It may take some trial and error, but tracking micro conversions can ultimately help you optimize your site for a better user experience. For instance, if you notice one blog post in particular is a high-converting post, you might update the post or include more CTA’s on that page.Alternatively, if you’re surprised to find one page in particular is low-converting, you might try moving the CTA to a higher position, or A/B testing the design or language of the CTA. Or, maybe you find most people ditch a form before completing it — this signals your form might need to be redesigned for simplicity.While micro conversions can seem minor, they’re essential to growing brand awareness, increasing trust in potential leads, and ultimately converting at a much higher percentage. If you’re not properly tracking your micro conversions, you’re missing out on a ton of opportunity to convert higher-quality leads. Originally published Jan 30, 2019 7:00:00 AM, updated October 30 2019 Conversion Rate Optimization Don’t forget to share this post!last_img read more

New Opportunities for Travelers to Connect with Communities and Nature at The Explorean Kohunlich

first_imgThe action-packed Mexican resort expands its offering to give travelers a more local and informative experience and spur the economic development of local communities  Chetumal, Q.R., Mexico (March 16, 2018) – La Colección Resorts by Fiesta Americana, a collection of 12 distinctive resorts in Mexico’s most desired beach destinations, presents a new  experiences for travelers to connect with communities and nature. The activities, offered at The Explorean Kohnunlichresort in Chetumal, Quintana Roo, Mexico, allows travelers to discover the best landscapes and ancestral cultures in the area. At the same time, these two new tours are designed to increase tourism and boost the economies of Mayan communities in the area, helping to educate visitors about the local cultures and customs in a bid to ensure their preservation. The first option is focused on craft workshops and starts with a visit to the Rio Bec Artesanal Workshop, where local artisans share their sustainable practice of working with native wood while also keeping their forest green and flourishing. Visitors learn about the different types of wood and get a chance to sand and wax them into final products — and to buy one-of-a-kind pieces created by local craftsmen. The second stop of this tour takes people on an exploration into the world ofMeliponas, an ancient species of stingless bees the Mayans traditionally have used for honey and medicine. Visitors find out about the bees, their hives andreproduction methods, as well as the harvesting and curative properties of their honey. A tasting session is provided, and a jar of Melipona honey and soaps are given to the guests. A special experience is a meeting with the Neek Ich Ché, a community that prides itself on respecting the planet and keeping it green. They use seeds from trees in the region to make handicrafts such as bracelets, earrings and pencils. During this activity, The Explorean Kohunlich guests can learn about this process and put their skills to the test by making their own handcrafts out of seeds. At the end of the activity, guests are welcome to purchase items made by hand by locals as well as plant a tree, leaving behind their personal contribution to the society. Another must-do experience is one of Mexico’s best-kept secrets: a bike tour to a community in Calakmul, Campeche. The tour begins with a 3.7-milebike ride to take in the spectacular nature of the area and explore the community’s reforestation efforts and how they collect rainwater to nurture local flora. Arriving at a camp site, a locally-sourced organic breakfast is served before a one mile walk to learn about the flora and fauna, local legends, and the process of extracting gum from trees. Visitors may also encounter monkeys,toucans and small birds on the way to the final destination: the Hormiguero’s archeological zone, home to a charming small pyramid with a jaguar-mouth façade. With these new and exciting activities, La Colección Resorts by Fiesta Americana is seeking to increase tourism in this rich and multicultural region, helping to spur local businesses and create jobs. The resort operator is working together with the Fundación Haciendas del Mundo Maya, a nonprofit organization that helps Mayan communities in the Yucatán Peninsula with projects for economic and social growth. The tours are designed to educate people on the Mayan culture, helping to preserve their customs. The Explorean Kohunlich is a 40-room all-inclusive getaway for those looking to experience a deep connection with nature. In addition to the above experiences, guests here can enjoy private cabana or bungalow accommodations set amidst natural foliage while enjoying numerous amenities right on-site including the Ki’ol Spa that offers exotic treatments including citrus exfoliations and honey wraps, The Restaurant featuring regional and Mayan specialties, and a tranquil infinity edge pool overlooking the jungle. Visitors are invited to take advantage of the Suntastic Summer Promotion to enjoy up to $1,000 USD resort credit on all new bookings of 10-night stay in a suite-type room or 20-night stay in a standard-type room ($50 USD per day in a standard room and $100 USD per day in a suite-type room).   About La Colección Resorts by Fiesta AmericanaLa Colección Resorts by Fiesta Americana is comprised of 12 distinctive resorts located in Mexico’s most desired beach destinations. The resort collection encompasses the brands Live Aqua Resorts, Grand Fiesta Americana Hotels & Resorts, Fiesta Americana Hotels & Resorts and The Explorean by Fiesta Americana. Showcasing the best of Mexico including its rich culture and warm hospitality, guests are privy to unrivaled accommodations, amenities and entertainment that ensure a superior, world-class vacation experience. The resorts within La Colección include: Live Aqua Beach Resort Cancun All Inclusive Adults Only, Live Aqua Boutique Resort Playa del Carmen, Grand Fiesta Americana Puerto Vallarta All Inclusive Adults Only, Grand Fiesta Americana Coral Beach Cancun, Grand Fiesta Americana Los Cabos All Inclusive Golf & Spa, Fiesta Americana Cozumel All Inclusive, Fiesta Americana Condesa Cancun All Inclusive, Fiesta Americana Puerto Vallarta All Inclusive & Spa, Fiesta Americana Villas Cancun, Fiesta Americana Villas Acapulco, The Explorean Cozumel and The Explorean Kohunlich. For further information, please visit:www.lacoleccionresorts.com/last_img read more

SC instructs AG to draft rule document in Ranjans contempt case

The AG had been instructed by the Supreme Court to examine the statement made by Deputy Minister Ranjan Ramanayake which was reportedly critical of the court. The Supreme Court (SC) has directed the Attorney General (AG) to draft a rule document to show cause on the contempt of court allegations against Deputy Minister Ranjan Ramanayake.The Attorney General had informed the Supreme Court earlier this month that at a glance, there is a prima facie case of contempt in a statement made by Deputy Minister Ranjan Ramanayake. The Deputy Minister had made the statement in Parliament. The Supreme Court had wanted the AG to see if the statement made by the Deputy Minister is one which can be charged for contempt of court and the Attorney General had informed the Supreme Court that at a glance, there is a prima facie case of contempt.The case has been postponed for July 30. (Colombo Gazette) read more

UN announces 125 million plan to help vulnerable Afghans this winter

An estimated 1.7 million people, including 1.3 million in rural areas, will need assistance during the cold season, spokesman Manoel de Almeida e Silva told the press in Kabul. Food needs are expected to be covered, but “we have a shortfall of non-food-items,” including blankets, plastic sheeting, tents, stoves, coal, door frames and other house repair materials, he said. In assessing who faces the greatest risk during winter, attention focused on those who will be isolated due to snow or other seasonal physical obstacles, returnees and internally displaced people, and the urban homeless. “In other words, the poorest of the poor,” Mr. de Almeida e Silva said.Meanwhile, amid reports of attacks on schools in parts of Afghanistan, the spokesman reported on an instance “not of destruction but of construction” involving a UN project to rebuild the Qala-i-Now Girls High School in Badghis province.”The demand for education in the province was so great that students began to occupy the building while construction was only 80 per cent complete,” he said. The school will accommodate 1,200 pupils in the area. read more