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Micro Conversions:The Secret Ingredient to Digital Performance!John Ring, Managing Director
Who We’ve Helped
Conversion (Not Traffic) is King
What’s a conversion?
It depends!
What’s Your Business?
Type of Business Etailer Bed Provider
Health InsurerChain of Creches
Example: Smyths ToysHostelWorld
Laya HealthcareGiraffe Childcare
Desired Type of Conversion
Direct Sale Bed Booking
LeadPhone Call
Complex Sale? No Yes
Speed of Purchase Decision Fast Slow
Why? Easy Costly, Kids involved
What Are Buyers Thinking?
1. Awareness: They notice that you offer something that could help.
2. Interest: They decide to find out a little bit more.
3. Evaluation: They see if you look credible.
4. Trial: They find out what it would be like to buy from you.
5. Adoption: They become a customer.
6. Loyalty: They keep buying, buy more, and/or tell others about you.
How’s Your Speed of Sale?
Micro ConversionMicro Conversion
Micro ConversionMicro ConversionMacro Conversion
What Are We Talking About?
A Micro Conversion is a small step on the path of a visitor towards your primary
conversion goal - (usually called a macro conversion)
For most websites, these Macro Conversions are either making an ecommerce €€
€ sale or obtaining a lead (prospect details)
The Big Q: Is Conversion or Traffic King ????
Quick Rule of Thumb
If you have a FAST Sale Process….
(ie: Quick & Easy)
Then just focus on:Macro Conversions
If you have a SLOW Sale Process….
(ie: Emotions, Costly, Complex)
Then just focus on:Traffic & Micro
Conversions
How Would You Sell if No Internet?
Macro Conversion
• Book a Pre-School Place• Send the Child there
Micro Conversions
• Is it Safe?• Is it Near?• Are the Times Convenient?• Monthly Costs? For 9 or 12 months?• Government Pays What?• Nap Times?• How Do Holidays Work?• Any Nutcase Parents / Kids?• Junk or Healthy Food Given?• Possible Friends in School?• Feeder School Impact?
No Micro Conversions = No Macro Conversion
MicroConversions
MacroConversions
Some Typical Micro Conversions
Navigation-based Micro Conversions
• Viewing a product page• Entering the checkout process• Reaching an application form• CTR from search results
Interaction (or completed action)-based Micro Conversions
1. Adding a product to the basket2. RSS subscription3. Requesting a call back4. Downloading a PDF brochure5. Watching a promotional video6. Social sharing actions7. Email newsletter sign up
Engagement-based Micro Conversions
• Time on site over a certain threshold• Number of pages viewed above target• Visit frequency/recency above target
This is Typical“Content Marketing”
The Big Q: Is Conversion or Traffic King ????
The Buyer Journey
Lots of Questions / DoubtsProvide Lots of Answers
= Micro Conversions
The Fast Sales Process
The FAST Sales Process(ie: Quick & Easy / A No-Brainer)
Critical Things Needed:
1. Great PPC
2. Great SEO
3. Great Email Marketing
4. Product Retargeting
5. Lots of Products
6. Ultra Competitive Price
7. SEO Content https://www.thinkwithgoogle.com/tools/
The Slow Sales Process
The SLOW Sales Process(ie: Complex / Emotions / Costly)
Critical Things Needed:
1. Great Social Media
2. Triggered Emails
3. Staggered Content Retargeting
4. Sales Funnel Content
https://www.thinkwithgoogle.com/tools/
Purpose of Your Content?
Goal Macro Conversion via getting 1st on Google
How?Links, Likes & Shares
Usually:Cool, Sexy, Maybe Viral
SEO / GoogleRanking Purposes
Sales FunnelNurturing Reasons
Goal Lots of MicroConversions
How?Provide Answers
Usually:Factual, Unsexy, Not Viral
Content for Traffic or Conversions
Content Type SEO Content Sales Funnel Content
Infographic
Interactive Infographic
Ebooks
White Papers
Short Blog Posts
Long Blog Posts
“How to” Videos
Brand Videos
Digital Magazines
Surveys
Traffic Micro-Conversions
For SEO Reasons
And on That Topic…..
Why? You Need to Push Your Content
integrated with LinkedIn + Google (with FB & Twitter to come)
integrated with Acxiom & Turn
integrated with Bizo
for the purpose of OUTBOUND ADVERTISING.
Definition: “Inbound Marketing” refers to marketing activities that bring visitors in, rather than marketers having to go out to get prospects' attention.
All Above
Here’s Why…..
It’s Busy Out There
SEO Content Promotion is Vital
• Twitter Ads to Journalists & Influencers
• Ads on Facebook - but not to potential customers!
• Outreach to Journalists & Key BloggersFind Top 200 publications & Use BuzzStream
The Big Q: Is Conversion or Traffic King ????
Purpose of Your Content?
Goal Macro Conversion via getting 1st on Google
How?Links, Likes & Shares
Usually:Cool, Sexy, Maybe Viral
SEO / GoogleRanking Purposes
Sales FunnelNurturing Reasons
Goal Lots of MicroConversions
How?Provide Answers
Usually:Factual, Unsexy, Not Viral
For Sales Funnel Nurturing Reasons
Extremely Niche Content is Needed
The purpose of this report is to help select sealing solutions for specific applications
““
How To Encourage Micro-Conversions?
1000days.ie 262.ie alliedtelesis.ie
3freesolarquotes.ie academyft.ie arise.ie
adp-solutions.ie bigg.ie computenext.ie
advent.ie blls.ie datahug.ie
aggreko.ie bynd.ie dcicard.ie
airpacks.ie cloudlock.ie digitalrealty.ie
allhomes.ie cout.ie emaint.ie
anixter.ie culturalcare.ie esendex.ie
arjohuntleigh.ie danwood.ie essendex.ie
arqiva.ie dch.ie eunetworks.ie
asperity.ie dds.ie eventbrite.ie
(145) (31) (32)
Some Common Elements Required
1. You Need Emails – They’re The Future!
2. Triggered Emails
3. Advanced Retargeting
4. Prompt Outbound Calls based on Form-Fills
Email Capture Tools
Sample Triggered Email Workflows
Advanced Retargeting Example
The Big Q: Is Conversion or Traffic King ????
To Recap - Quick Rule of Thumb
If you have a FAST Sale Process….
(ie: Quick & Easy)
Then just focus on:Macro Conversions
If you have a SLOW Sale Process….
(ie: Emotions, Costly, Complex)
Then just focus on:Traffic & Micro
Conversions
Thanks!
@RingJohn
@TinderPoint
TinderPoint
Facebook.com/TinderPoint
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