3 Ecommerce Micro Conversions & How to Drive Them Through Content Marketing

Ecommerce Micro Conversions
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With COVID-19 still wreaking havoc across the globe, most sectors are experiencing significant downturns. This isn’t the case for the ecommerce sector though. Unsurprisingly, in the early stages of the pandemic, people turned to online shopping as a safer alternative for buying their daily essentials, but this shift towards shopping online seems to be here to stay – even with many restrictions being lifted. 
So, if you’re an ecommerce retailer looking to optimise your sales and user engagement amidst these unprecedented times, this post is definitely for you. However, rather than looking at tactics that focus on top-level conversion rates, we’ll be focusing on 3 key micro conversions that happen along the customer journey – offering insights on how you can drive them through content marketing to gain a better understanding of your users and improve conversion rates. 

Here are 3 Ecommerce Micro Conversions to look into:

Convert abandoned shopping carts

With the average shopping cart abandonment rate cited as 75%, it’s still clearly a major issue for most ecommerce brands and one that can be challenging to rectify. After all, the reasons for abandonment can vary widely from customer to customer. 
However, adding products to a cart does show a definitive intent to buy (albeit sometimes a lukewarm one), so instead of seeing this as an inevitable part of ecommerce, view it as an opportunity for a micro conversion.
To do this, use high-quality and informative content as your weapon of choice to optimise the user experience from the moment they land on your site. From in depth product descriptions and high-res imagery to extensive FAQs and delivery information, use your website content to provide users with all the essential information (and more) they could possibly need to make that purchase. 
If you really want to take your content to the next level, consider the fact that consumers are often buying products that they haven’t seen or touched before. Bolstering product descriptions and imagery with demo videos or real life photographs of them in situ can help users get a better feel for a product.
Your onsite content may not be the only pain point for users though, so you should also look to streamline your website navigation and checkout process to make it as simple and transparent as possible to create a positive and seamless user experience.

Opting in to mailing lists

Email marketing has become an integral part of many ecommerce content marketing strategies, and for good reason – it allows you to engage with interested or semi-interested users. However, it’s important to make sure you’re doing all you can to get people to opt in and provide them with compelling content, otherwise you could be missing a trick with this micro conversion. 
Building an active customer base through newsletters and promotional email marketing campaigns is a highly effective way to grow your audience and engagement that can ultimately add to your business’s bottom line. Here a few insights on how to do this the right way: 
First, make sure your newsletter sign up widget or pop up is visible across your whole site, not just your homepage or product pages. Users can enter your site from any number of avenues via search results and may not even venture onto your main pages. 
Secondly, keep the signup process simple and quick. It’s bad enough having to enter all your details at the checkout, let alone having to do it just to get a few promotional emails. The only real key information you need is their name and email address – so leave it at that. 
Thirdly, make signing up to your newsletter an enticing and irresistible prospect and tap into that age old ‘fear of missing out’ mentality. Whether it’s exclusive access to new product lines, discount offers or insider tips, having a strong and clear call-to-action (CTA) will help drive sign ups – meaning you’ll have more warm leads to nurture.

Commenting on blogs or social media posts

Another key micro conversion that you can use to your advantage is social media or blog post comments. For one, comments on blogs or social media are usually an indicator of a piece of high-class or compelling content that makes users want to respond. But secondly, these comments indicate clear engagement with your brand. 
Regardless of whether these comments are coming from loyal customers or potential new ones, gaining recognition by real people all goes towards validating your content and increasing brand awareness and authenticity.
Converting these into paying customers will require a strategic approach. Start by researching which types of content your key audience enjoy consuming and begin populating social media and your blog with high-quality content they won’t be able to resist. If you don’t have the time or skills to devote to this, then making use of professional content writing services could be the best way to ensure you deliver top-tier content time and time again.
Where you can, avoid using salesly or promotional content and use thought-provoking topics and questions in posts and blogs to spark interest or debate instead, and watch the comments come flooding in. These comments will all go towards strengthening user engagement and creating a genuinely active consumer base, while bolstering your brand perception. 


Every business needs to ensure they’re doing all they can to add to their bottom line, and nurturing and tracking micro conversions can have a significant impact. Of course, these micro conversions won’t yield instant results, but playing the long game and using content marketing to optimise user experience and engagement levels can have the cumulative effect of driving better conversions in the long run, so why not give them a try?

Ecommerce Order Fulfillment

Converting sales like never before after applying these tactics? You’ll soon need an ecommerce order fulfillment solution.  Shipping orders globally can be challenging, it takes time to fully understand and develop expertise in global logistics. Luckily Floship can assist you with your warehousing, pick & pack orders and shipping. Our fully automated software integrates with big ecommerce shopping carts like Shopify Plus, DemandWare, BigCommerce and Magento Enterprise, as well as the more regular ones like Shopify and Magento.
At Floship we pride ourselves for our level of service and excellent fulfillment software (portal). This is reflected in our  reputation, for instance our Trustpilot score. We don’t just ship, we advise. Our solution expert will sit down with you, learning more about your business and its challenges, then develop a strategy per market to set you up for success. Reach out today to learn more about our fulfillment services.
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Author bio: 

Tori Atkinson is the lead content creator for Paragraft, providing bespoke content writing services for ambitious brands looking to find and nurture their brand voice.

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