Each micro-interaction is a seed, potentially growing into bigger outcomes. That was the subject line of a unique job application I found in my email yesterday from a Gen-Z marketer who questioned why I barely discuss micro-conversions, while, according to him, that's where the marketing world is heading! Now before I share how leveraged this concept, a quick snapshot about what micro-conversions are: Micro-conversions are subtle but essential actions users take before completing major goals like signing up or making a purchase. They are critical because they offer insights into user behavior, refine the customer journey, and ultimately boost the chances of achieving larger conversion goals. Now, this guy shared a compelling case from his last startup: their landing pages had lots of traffic but poor conversion rates. The key conversion metric was booking a demo. Initially, following the trend that videos on the first scroll work well for SaaS products, they integrated a video. But even after that, the growth in conversions was only a modest 7%. He used heatmaps and discovered only 5% of visitors watched the video, though those who did were more likely to book a demo. Realizing this, he flagged video watching as a crucial micro-conversion metric & after talking to a few potential customers, he learned that they thought the video was a how-to, not an explanation of how the product could benefit them, which is why they scrolled past it. He immediately changed the messaging on the video to make it clear and added a new CTA before the primary "Book a Demo" button: "Watch Now to Understand Our Product Better!" The results were amazing—a 63.4% rise in user engagement and a 27.8% increase in conversion rates from viewers. This tweak not only clarified the product but significantly increased conversion likelihood. Reading his case study I realised, we often chase big conversion goals, while these small but powerful micro-conversions can help us succeed faster than we can expect! Have you ever leveraged micro-conversions?! If yes, please share ideas on how else can these be used to hit the bigger conversion goals?! #microconversions #digitalmarketing #marketingstrategy #userjourney #conversionrateoptimization
