#micro conversions

Micro Conversions

I’m excited about today’s definition! Why? I have a computer science background and love taking big problems and breaking them down into small, digestible projects. If you break down anything enough times, you can always figure it out! This teaching is a cornerstone of computer science, and is also closely related to today’s digital marketing definition: micro conversions.

Most digital marketers have the goal of converting consumers. What is a conversion? It’s typically a sale. However, a conversion is a really big event. It typically involves a consumer pulling out their credit card and buying something. It’s certainly not always easy to drive conversions when a consumer is first exposed to your brand.

However, there are valuable signals, called micro conversions, that may happen on the path to a real conversion. They are predictors of a potential future conversion. Some examples of micro conversions:

Newsletter sign-ups

New Twitter follows

Blog post comments

Phone calls

Social media shares and interactions

None of these events directly earns you money, but they are all byproducts of an engaged potential consumer. These micro conversions are great indicators that the consumer is likely to convert in the future. Moreover, micro conversions are important on their own because they help grow your brand, gaining you more exposure to other potential consumers. Even if the consumer performing the micro conversion never converts, the micro conversion still has meaning.

What does this mean for the digital marketer? A few things:

Track micro conversions

Value micro conversions

Leverage micro conversions in your paid bidding models

Seek more micro conversions

Leverage micro conversions as a way of making a big problem easier