Micro Conversion Tracking & Optimization With Examples for Different Industries

Micro Conversions are a set of actions that visitors take on your website before converting. These set of actions often determine the engagement and interest level of your audience. Some of the examples of micro conversions are:

  • Popup form
  • Subscription form
  • Survey
  • Live Chat
  • Free Tools etc.

The audience which has shown specific interest in performing any of the micro-conversion actions are retargeted with higher bid and budget as they have higher chances of conversion.

How to Retarget Micro conversion audience

Decide on the audience behavior to track

The first step in setting up a retargeting for the audience with micro-conversion is to track their interaction/ engagement on the landing page or on the website. Some of these landing page interactions will be subscription form fill, PDF download, video watching, commenting, likes, share, etc.

Use Event to Track the audience interaction in GTM

The next step is to track the users’ interaction on the website. I usually use Google Tag Manager to track the audience behavior in forms of page views or events which reflects in Google Analytics.

Microconversion event setup in GTM

In the above micro-conversion event in GTM, we are tracking users who clicked on the recommended products on the bottom of a product page. The bottom recommendation is more like a list of similar products that were also viewed by other website visitors.

Create a goal based on Above interaction

I have created different goals based on user interactions. Some goals do represent the micro conversions here.

Goal Setup based on micro conversion

Create an audience based on Goals

Once you have the goal created, you can create an audience on top of that goal. Remember that your Google Analytics needs to be linked to Google Ads in order to share the audience. Once you have the audience created, you can retarget the audience in Google Ads.

Audience based on Goal in GA

Course Enrollment Micro-Conversions

Course Details Interactions

You can retarget people based on the interaction with different levels of course details such as pages with information on fee structure, scholarship, how to apply, etc.

Brochure Download

You should also retarget people who have downloaded the course brochures. These people might be more interested in the course that you are offering and are more likely to convert.

Interested in Open House/ Event

Most often we like to organize an open house or an event in order to nurture the leads. You can have a separate open house page and retarget the people who have shown any form of interaction or engagement with the open house or a particular event page. Micro conversion marketing can help you maintain leads and decrease cost while improving quality leads at the same time.

Micro Conversions:  Real Estate

Floor Plans/ Maps

Retarget the audience which has downloaded the floor plans or surroundings area map. Having said that, if you are advertising for condos or apartments, have the floor plans link on the landing page and retarget the people who have downloaded the floor plans or entire area map. The more option you give the users, the better retargeting options you shall have.

Interactive Map Interactions

3D interactive map with the real estate advertisers has become a norm on the landing page. This is more engaging. People like to spend more time interacting with the map and exploring around the room. You can set up events to retarget such people.

Micro Conversions: ECommerce

While in other industries, micro-conversions might not be so varied but in the E-commerce, micro-conversions often drive a lion’s share of the revenue. I like organic e-commerce micro conversions based on the users’ location in the funnel.

ToFu Micro Conversions

  • Category page visitors
  • Sub-category page visitors

MoFu Micro conversions

  • Product page visitors
  • Recommended products browser at the bottom of a page
  • Users who read reviews and comments
  • Users spent more than X amount of time on the website
  • Users browsed more than X number of pages in a session
  • Users browsed more than X number of products in a similar category

BoFu Micro Conversions

  • Add To Cart Audience
  • Check out audience
  • Shipping details filled in audience

Micro Conversions: Service Industry

Inquiry Form Fills

Sometimes a form fill could be way longer for the service industry. For example, for a telecom service industry, a proper form fill might require fields such as name, phone number, email, service plan, service area, address, etc. A person who is not highly interested in your business might not like to fill out these forms. In that case, the companies will often have something called an inquiry form which forms as a part of micro-conversion. You can retarget people who have interacted about your service through inquiry forms.

Chats

With AI based chatbots, it has become a lot easier to address a lot of inquiries in real time. Those inbound audiences which enquire about a service or product might be totally interested in your business. So, create an event for this micro conversion and retarget these people.

Browse Plans

Before making a purchase, a user often intends to browse different financial option based on pricing and inclusions. Create a micro-conversion respectively for each of the plans and retarget those people.

Micro Conversions: Travel Industry

Search Performed

When you perform a search for a place to visit for a specific date, you are already targeted as a part of the micro-conversion action list and added into the remarketing list for that particular place. Even based on the dates that you have selected for that particular location, the ads are even retargeted to you for that particular location.

Search Interaction Micro Conversion

Content Engagement Micro Conversion

Recently if you have started to engage more with the content on a particular place, then all the visitors visiting the pages related to that place are marked as micro conversion and are retargeted. Often, based on the number of categorical pages browsed and session duration, the micro-conversion is made more geared towards remarketing.

Categorical page visit

A micro conversion is this case can be counted when you are browsing through a list of places of interests in a particular city. This behavior resembles more of an ECommerce behavior and can again be redefined based on the location of the user in the funnel.

ToFu Micro Conversions

  • Location Category page visitors
  • Sub-location page visitors (places of interests within a city)

MoFu Micro conversions

  • Product page visitors (any specific product such as hop on hop off in Vancouver or CN tower visit in Toronto)
  • Recommended things to do browse at the bottom of a page
  • Users who read reviews and comments
  • Users spent more than X amount of time on the website
  • Users browsed more than X number of pages in a session
  • Users browsed more than X number of products in a similar category

BoFu Micro Conversions

  • Add To Cart Audience
  • Check out audience

Micro Conversions: SAAS Industry

Free Trial

Someone who has opted for a free trial of your products has a higher chance of ending up buying your products. Based on the uses, you might want to offer them a discount to onboard to use your product.

Live Chats

With AI based chatbots, it has become a lot easier to address a lot of inquiries in real time. Those inbound audiences which enquire about a service or product might be totally interested in your business. So, create an event for this micro conversion and retarget these people.

Browse Plans

Before making a purchase, a user often intends to browse different financial option based on pricing and inclusions. Create a micro-conversion respectively for each of the plans and retarget those people.

Product Survey

Based on the product uses, through the survey, users love to tell you more about your products pain points and high points. Based on the survey micro-conversion, you can retarget those people differently.

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