What are micro-conversions?
Micro-conversions are the small but important steps users take before they make their final conversion. In e-commerce these are typically:
- Clicking through to a collection page (PLP).
- Clicking through to a product page (PDP).
- Adding to basket.
- Clicking through to begin the checkout.
Why focus on micro-conversions in AB tests?
Micro-conversions are much better indicators of a test’s success than the overall end conversion rate because in the time between steps in the user journey a lot can happen. The further removed the core KPI is from the thing you are testing, the greater the chance that any effect could be down to other factors.
When we run AB tests we are aiming to improve one part of the user flow. It therefore makes sense to test for the micro-conversion closest to the change you are making. By measuring the most immediate micro-conversion to the thing we are testing as our primary KPI, we can get a clearer picture, helping us target impact. Testing for micro-conversions doesn’t mean end conversions are ignored in AB tests, these just sit as secondary KPIs.
Examples of tests and the micro-conversion we would monitor
- Adding ‘bestseller’ product badges to product thumbnails on PLPs: Click through to PDPs.
- Reducing clutter in the menu navigation: Click through to PLPs.
- Improving the search functionality: Click throughs to PDPs.
- Centralising the search bar: Search usage.
- Adding a specifications section to PDPs: Add to basket rates.
- Adding trust factors to the cart pop out: Click through to the checkout.
Summary
There we go, a nice short and sweet article this time. We’ve talked about what micro-conversions are, why you should focus on them and looked at examples of how you would test for them. If you would like help with your AB testing, then we are here to help. We have great AB testing software partners in Webtrends Optimize and Shoplift (for Shopify), but are happy to discuss using alternative software with you too. Get in touch with us for a free consultation.
Hi, I’m Charlotte. I love writing about user psychology and tips I’ve picked up from leading user research and CRO projects. Get in touch if you’d like to work with me to improve the user experience on your site or click here to learn more about your future CRO team.