Someone clicked your call to action! Nice one! You’re awesome! Touchdown. Slam dunk. That counts as a conversion! Right?
Not quite so fast there skippy. To be classified as a successful conversion, your visitor needs to have walked the complete tightrope of your “conversion funnel” – which is comprised of many several smaller steps that must be completed en route (these are your micro-conversion points).
Absolutely nothing. Wait… yes… lots. Just let me finish my analogy! Let’s calmly look at an example of how a “nice friendly shopper” might go about buying an iPad on the “internet”:
Basically, micro-conversions need to be part of your Conversion Rate Optimization (CRO) process if you want to walk in your customers shoes. If you can connect your analytics and testing practices to each of these micro-conversion points, you’ll gain an understanding of where the fallout is occurring and you’ll be helping romance in the process.
What? – (pause) Okay, the romance part will kick in when you see the video later on.
The user experience could have been broken at any one of those micro conversion points, with two potential results:
Basically… the small stuff matters.
Switching back to the real world, it can take a lot to get from “Hello” to “Here’s my number”. I smell a segue…
That whole preamble was a just long winded intro to my real-world comparison with dating. And rather than go through a big long list of steps like I did before, let’s just watch a video of Ted from “How I Met Your Mother” to see how many micro-conversion points there are between meeting someone and asking them out…
Context: Ted met 16 people at a newsstand while holding a copy of a magazine with his face on the cover (which equates to 16 “clicks” in the online world). Having met 16 people, Ted managed to get through a rigorous process of elimination to get down to two dates – a conversion rate of 2/16 = 12.5%
Not too bad really.
Whether you’re on the lookout for a new partner or shopping online for a new iPad, remember to realize the importance of the journey and not just the destination.
How very zen.
p.s. While we’re talking about How I Met Your Mother – check out this page of 10 Awesome Unbounce Features (featuring Barney Stinson)