Regardless of how much time, energy, and money you put into funneling traffic to your website, the majority of the consumers who visit your e-commerce site will not be ready to buy anything. In fact, only 17% of consumers claim making a purchase is their main purpose the first time they visit a website. Often times, consumers will go to your website to learn more information about your brand or products, read testimonials, and make price comparisons rather than to buy one of your items straight away.
However, while most people are not ready to make a purchase yet, there are steps you can take to increase the likelihood that they will buy a product from your website in the future. These steps are called micro-conversions, and they help increase brand loyalty, trust, and comfort that many consumers need before they consider buying from your e-commerce business.
What are micro-conversions?
Micro conversions are small steps that you can encourage your website visitors to take when they visit your website. These actions will help your business by:
- Providing useful information about your website visitors
- Helping you add offer value to your potential customers
- Allowing you to connect with the consumers that browse your website
- Ensuring that your e-commerce business is at the forefront of your target audiences’ minds
- Giving your website visitors a reason to browse your website again
- Helping consumers trust your business enough to make a purchase
When you prioritize micro-conversions, you can make sure that the website visitors that leave your e-commerce website without making a purchase are not lost forever, and make it easier for these visitors to make a purchase in the future. Micro conversion helps businesses increase conversion rates and, eventually, increase sales.
Using micro-conversions to increase your sales
Here are some common types of micro-conversions and ways you can use them in order to make sales:
Opting-in to your email list
Email marketing remains one of the most successful marketing strategies for e-commerce businesses with 81% of businesses crediting email marketing as their primary driver of customer acquisition.
If you are able to get your website visitors to subscribe to your email list before leaving your website, you will be able to send them personalized browse recovery emails, discounts and promo codes, and engaging content that will help them think favorably about your business and return to your website.
Engaging with your company through social media
When people “like” or “follow” your business or share information about your business or your products using social media, they will be more likely to make a purchase from your business down the road.
Try offering a discount in exchange for a “follow” or use social proof to encourage website visitors to share or like content from your e-commerce website.
Downloading free content
Consumers like to shop with brands that provide value and relevant, high-quality content. Put together an eBook or guide with useful and engaging information that is tailored to your target audience, and make this content available for your website visitors to download in exchange for creating an account or signing up to receive your emails.
This micro-conversion will lead to sales because it will show readers that your business cares about offering helpful content, provide you with information to keep in touch with these website visitors, and allow your readers to continue to connect with your brand after they leave your e-commerce site.
Reaching out to your business
When your website visitors take the time to fill out your contact form, that is a clear sign that, although they have not already made a purchase, they are interested in your business and what you have to offer.
Encouraging consumers to reach out to your business using your contact form will allow you to get in touch with website visitors and address any specific questions, needs, or concerns they might have that are preventing them from buying a product from your site.
Utilizing micro-conversions will lead to more sales. Think about this marketing tactic as a practical version of the foot-in-the-door phenomenon. When consumers participate in a smaller action on your website, you are not only able to better reach and market toward them in the future, but you are also directly increasing the likelihood that they will take a bigger step- like making a purchase- with your business in the future.
To find the right areas to deploy micro-conversion strategies on your site you can start with an end-to-end audit of your site’s experience. ConvertCart’s team of experts offers this audit at no cost and you can sign up here.