Why Product Managers Should Care About Microconversions

Sofia Quintero
Feb 27 · 8 min read

Microconversions 101

Microconversions are individual actions taken by the users of a product that typically signify the user is tracking toward a bigger goal or objective, often referred to as a macro conversion.

  • Signing up for a free trial or freemium account plan
  • Upgrading from a free trial to a paid subscription
  • Integrating a software tool with a third-party application or plugin
  • Successfully completing an onboarding UX flow
  • Requesting a live demonstration or consuming video tutorials
  • Requesting or viewing pricing information on your product’s website
  • Inviting a friend or colleague to use a product via a referral program

The Two Types of Microconversions

Generally speaking, microconversions are smaller steps or actions that users take as they progress through the customer journey toward a revenue-focused macro conversion.

Process Milestones

The first type of non-revenue-focused microconversions is process milestones. These are actions taken by the user that lead directly to a primary business goal, or macro conversion.

How to Track Microconversions

Regardless of whether you want to focus on process milestones or secondary actions, tracking microconversions is vital if you want to better understand how your users are really moving through and interacting with your product.

  1. Identify choke points and bottlenecks where you’re losing people. We mentioned earlier that macro conversion funnels are, by their very nature, prone to “leaks” — points at which you’re more likely to lose prospective and formerly active users. Tracking microconversions is a great way to find the holes in your proverbial bucket. By carefully monitoring microconversions independently of one another, you can start identifying the biggest contributing factors to your overall macro conversion rate. This allows you to prioritize tests and features that will have the greatest impact on the customer journey and improve retention.
  2. Create a wide-ranging view of website performance for project stakeholders, executives, and investors. Few things will smooth over a meeting with anxious stakeholders or C-Suite personnel more effectively than cold, hard data, and tracking microconversions allows you to paint a more complete picture for stakeholders. This, in turn, allows you to more accurately quantify and measure the work you and your team are doing, present more compelling arguments for specific design decisions, and develop more comprehensive overall strategies to preempt attrition and churn.

Incremental Improvement as a Vehicle for Long-Term Growth

During the past few years, the term “growth hacker” has become synonymous with startup product development and entrepreneurial growth. Companies large and small alike are all chasing “hockey stick” growth trajectories driven by one-off “hacks” to drive growth at scale.

Optimizing for Ambitious Goals

One of the pitfalls of microconversions is that it’s easy to lose sight of the bigger picture and devote too much time to optimizing for microconversions. Put another way, the goal should be to track and monitor microconversions while optimizing for macro conversions.

Sustainable Growth

No two customer journeys are exactly alike. Even two very similar products with very similar target markets can present users with wildly divergent pathways and experiences, which is why examining the impact of microconversions in the context of broader macro conversions is so important.

Hungry for Insight

A community for product people leading change

Sofia Quintero

Written by

Founder and CEO at https://getenjoyhq.com/

Hungry for Insight

A community for product people leading change