Baby steps to the primary goal – micro-conversions in marketing campaigns

March 6, 2019 6 min read Written by: Kamil Hatko Kamil Hatko
Table of contents
Table of contents

During your marketing campaigns, you will acquire valuable traffic, which is the foundation of effective marketing campaigns. Traffic then should lead to conversions, which means that it’s intended to fulfill a primary goal – collecting leads (contact data of people interested in your offer).

This is what we expect, but reality usually isn’t that generous. Far more people will visit your landing page than fill in the form. Far more people will fill in the form than buy your product. The effectiveness of your marketing campaign shouldn’t be measured in the traffic-to-leads ratio alone – it’s just one side of the story.

What you need right now is something to analyze your landing page stats. Even minimal analysis can significantly increase page results.

Let’s assume that during your campaign your landing page will be visited by 2000 people, but only one hundred will fill in the form. Simple math says that a conversion rate on this website will be 5%.

Maybe your business will benefit from that, acquiring new customers may be more valuable than your investment into the campaign. Nevertheless, I’d like to point out the remaining 1900 users who visited your landing page, but for some reason didn’t end up as leads. Are you aware of their existence? Are you planning to do something for them?

woman and man in front of planning board

How to establish micro goals

This is what micro-conversions are made for. We define lesser business goals and segment users to find out where they are in the decision-making process. Knowing that, we can adjust our campaigns to match these specific groups. Here’s an example:

Let’s go back to our traffic – 2000 users on a landing page. There’s the main goal – filling the form, but now we want to focus on micro goals, too. For example, time spent. There is much greater potential in users who spend at least half a minute on your website than those who stop by only to leave in a blink of an eye.

The second micro goal can be the depth of the visit. Generally, landing pages are designed as a single page – of varying length. Sometimes all the information is visible on one screen, but often it’s much longer and requires a little bit of scrolling. So it’s good to know how many pixels or what percent of your page has been displayed on a users’ computer during a single visit on your website.

Add a pricing placement on your LP (how far down the page is it?), and you’ll know how many visitors have seen it.

Thanks to specifying micro goals in Google Analytics you can now measure this. The only thing you still have to do is define them on your Google Analytics account because this tool itself can’t figure it out – which is a primary goal, and which is a secondary.

goal and micro goals

How to use micro conversions?

Alright. Let’s find out what we can do with the gathered data? Let’s go back to the previous example. We still have 1900 users who didn’t perform an action assigned to the main goal. Thanks to micro-goals monitoring we know that 400 of them spent more than 30 seconds on our landing page, and it can help us distinguish users who are more or less engaged in our content from each other. Another micro-goal we set is seeing a pricing table – no less than 1000 users made it that far!

In consequence, we’ve got this data:

  • 2000 – total traffic on a landing page
  • 100 – macro conversions: filling in the form
  • 400 – micro-conversions: 30 seconds (or more) spent on a landing page
  • 1000 – micro-conversions: users who’ve seen a pricing table

We can use such clear information in remarketing, which is an ad dedicated to a specific, predefined group of users. Usually, we can send our offer to all 2000 people who received it before. In this case, we just need to set the budget, upload banners and go to sleep. That’s the easy way, but not a good one.

Remarketing will bring a much better outcome if we first focus on additional value we can offer to people who showed interest in our offer (by visiting our landing page). You may provide an additional discount, bonus content or a special code only for the remarketing group. Maybe you should encourage people to subscribe to a newsletter by giving them a freebie (industry report or a detailed guide etc.)? What’s more, we can use it to redirect a visitor to a specially-designed landing page with a subscription form.

Additionally, to make your remarketing campaign even more efficient, you can focus on users who are just one step closer to making a decision (they spent minimum 30 seconds on your page), or propose a discount to users who’ve seen the pricing but didn’t use the offer. This will make our remarketing groups significantly smaller, but more precise.

It’s all up to you, but now you know how those baby steps (micro-conversions) can lead your potential customers straight to the main business goal.

But to even think about creating a successful marketing campaign, you need landing pages. So why don’t you try Landingi for free? We got you covered – here’s two weeks of free testing with the full functionality of our platform. Just click the button below.

‘Til next time!

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