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Annie Everill

Marketing Executive

Jamie Gentile-Clarke

Managing Director

Matt Cooke

Website Manager

Nathan McEvoy-Swann

Head of Digital and CRM

Charita Chutoorgoon

Micro-conversions are small, measurable actions that indicate a user is engaging with your website in a meaningful way. Unlike macro-conversions, which include completing a purchase or signing up for a subscription, 

 are the smaller steps users take on their journey towards these final actions. These could include actions such as adding a product to the cart, signing up for a newsletter, watching a product demo, or just spending a certain amount of time on a page

While these actions may not immediately generate revenue, they provide valuable insights into user behaviour and can help businesses optimise their websites for better conversion rates and overall growth, depending on what their customers are and are not engaging with.

The difference between micro conversions and macro conversions

Macro-conversions are the ultimate goals of an ecommerce website. These typically include: making a purchase, completing a lead form or subscribing to a paid service. Micro-conversions on the other hand, are the smaller actions leading up to these primary conversions, often falling into two categories:

Process milestones: Actions that indicate a user is progressing towards a macro-conversion. Examples include:

Secondary actions: Engagements that suggest interest in your brand but may not directly lead to an immediate sale. Examples include:

Why are micro-conversions important for e-commerce growth?

Micro-conversions serve as key performance indicators (KPIs) that highlight areas of improvement within the customer journey. Here’s why they matter:

Identify bottlenecks in the conversion funnel

Tracking micro-conversions helps businesses pinpoint where users drop off before completing a purchase so they can reflect on improvement. For example, if a large percentage of visitors add items to their cart but fail to complete checkout, there could be issues with pricing, trust signals, or an overly complicated 

. This means e-commerce businesses can pinpoint specific customer touchpoints and test out different methods and features.

 encourages visitors to interact more with your website and be more inclined to complete an action. If users engage with product videos or spend time reading 

, it signals that they are interested in learning more before making a purchase. Optimising these touchpoints can enhance user satisfaction and drive more sales.

Encouraging micro-conversions—such as newsletter signups or account creations—allows businesses to nurture leads and turn one-time visitors into repeat customers. A well-optimised 

, for example, can keep users engaged and encourage future purchases.

Focusing on micro-conversions can improve the efficiency of 

. Instead of pushing for an immediate sale, businesses can retarget users who have already engaged with the brand in smaller ways, such as by downloading a guide or adding a product to their wishlist. This helps warm up potential buyers and lowers overall acquisition costs as you know that they were already initially interested.

How to optimise a website for micro-conversions

Understanding the role of micro-conversions is only the first step. Implementing strategies to improve them can significantly impact overall performance. Here’s how businesses can optimise for micro-conversions:

Achieving peak season sales is the aim of every business, especially ecommerce businesses. 

Of course, this all depends on having a website which attracts, delights and converts customers. Plus, a strong 

 or digital marketing, then the experts here at 

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Or, give us a call on 0115 697 1158 to speak with our digital marketing experts. 

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the human-led tech-enabled ecommerce agency

Improving Ecommerce Performance with Micro-Conversions