Mastering the Art of the Ecommerce Microconversion

June 22, 2015


Marketing automation is the very core of HubSpot’s abilities. We talk all the time about the buyer’s journey, the marketing funnel, segmenting your contact lists, and automating the whole process. And it works, obviously, or we wouldn’t still be here. You could make that process even more powerful for your ecommerce business, if you’re willing to focus some of your attention on microconversions.

See, segmenting your buyer list is such a huge part of reaching each buyer at the exact point of his or her decision in the buying journey. You want to greet previous buyers like old friends and introduce yourself to the new visitors without pushing too hard. How can you tell which is which without the benefit of meeting in person? Through microconversions. And when you master the art of the microconversion, you’ll be able to meet every buyer exactly where they are.

So, what are these microconversions? How will you recognize the users who are on your page to make a purchase while giving space to those who still need a little more time? Here are some of the most common ecommerce microconversions.

Information Download

If a user downloads a spec sheet, tutorial, comparison document or other information from your website, you can be fairly sure they’re interested in the products you offer. They’re on a fact-finding mission, and it’s up to you to provide those facts. What can you do with this kind of open invitation from potential customers? Send more info, of course.

Join Your Newsletter List

If a website visitor signs up to receive information about special discounts and other news from your ecommerce company, you can relatively sure they’re interested in making a purchase. Maybe they’re waiting for the right moment, the right discount, or the right product, but they like what you’re doing. Check out the products they’re searching, and you’ll get a pretty clear idea of what they want special prices on.

Product Comparisons

If you offer the ability to compare products on your website, then you also give yourself insight into one more microconversion. When a buyer has a serious purchase in mind, they want to know how one product stacks up against another. Not only do you know the buyer is pretty close to making a purchase, but you also know what they want to buy and what might be stopping them. Take the opportunity to give them what they need.

Addition to Wish List

Ecommerce sites with a Wish List function have a built-in superpower. No other function on a website can give you the insight you need into a customer’s wants and needs. Users often don’t hold back when adding to a wish list or clicking a “favorite” button. You, the seller, get a wealth of information from the favorites list, including sizing information, favorite colors, obvious needs, pricing considerations, and more.

Abandoned Cart

We’ve talked at length about how to recover a sale from an abandoned cart. Most see it as a failure that must be rectified, but you can also see it as a victory. Even if the buyer doesn’t complete the purchase this time, they’ve given you something to work with. You know what they’re looking for, and you may even know why they didn’t make the purchase. How can you turn that microconversion into a full conversion?

The more you know about your buyers’ every move on your website, the better you can make their experiences. Track these microconversions and use the information to better segment your buyers. Those who are seeking more information should receive that information. Those who’ve indicated they like red dresses by adding several to their wish lists should receive a notification every time a red dress is added to your inventory. Those who abandoned their shopping cart when they saw how expensive shipping would be should get information about how to make shipping cheaper.

See how these things work? Start paying more attention to those microconversions. And feel free to let us know some of the microconversions you watch on your own ecommerce site. We love sharing information!


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