Google, the granddaddy of all web searches, has declared that micro-moments are the most important brand battleground. Google says micro-moments are tied to mobile use, and Google defines them as the instant-access, fragmented interactions people have with online entities.
The average person has about 150 micro-moments a day, Inc. reports. They’re the times people want to discover, take action or purchase. Google has dedicated an entire resources center to optimizing an online presence for micro-moments, including covering topics on search and customer journey mapping.
With consumers spending more than five hours a day on smartphones, well-designed micro-moments are the ones that can capture their attention, keep them engaged with your brand, and delight them to the point of inciting a sale. Here’s what you should know about micro-moments and how to optimize them through website design, especially for mobile users.
Google segments micro-moments into four categories:
- I-want-to-know moments, when spontaneous curiosity spurs a user to research a topic online
- I-want-to-go moments, when a certain type of destination is looked up or compared
- I-want-to-buy moments, when a user wants to purchase a product or solution
- I-want-to-do moments, when a type of activity or action is searched
Micro-moments often occur when the user is in the middle of another task, and wants to consult a smartphone for insight. Businesses aren’t able to predict a one-size-fits-all customer journey. Micro-moments demand anticipating a wide variety of scenarios in which their brand may pop up on a user’s radar.
How to Optimize for Micro-Moments
To succeed at capturing the opportunities micro-moments present businesses, Google recommends to:
- Be there – Anticipate micro-moments your target customers will experience, and deliver value when they need it.
- Be useful – Provide a relevant solution to what users are searching for.
- Be quick – Make your mobile experience fast and seamless.
To achieve these objectives, brands must follow these micro-moment best practices.
Create Content That Answers User Questions
Strategic keyword research drives content ideation. Content aligns with the buyer journey, providing users with the ideal blog post or whitepaper they need at the exact time. A website’s content is optimized for search in title, meta and header tags, so that the content shows up when a user conducts a query online. Content takes on a variety of forms, from written blogs to videos, to fit a wide variety of consumer preferences.
Optimize Your Site for Mobile
Google rewards sites that are mobile-friendly with better search results. Your website design should ensure all pages load quickly (as close to immediately as possible), and that user functionality is mobile-optimized. Forms should be easy to fill out, all web pages should be readable on a small screen, and interactions can easily take place with a fingertip. Annoying pop-up ads should be eliminated.
Increase the Quality of What You Offer
Ultimately, even when you’re able to get users to your website, they won’t stick around long if you aren’t delivering something of high value. For those I-want-to-go micro-moments, make sure your contact information and open hours are accurate. Make sure the hyperlinks and resources on your pages work. Employ experts for content creation, so you’re delivering highly educational content that increases trust. Use these user experience tips to increase the engagement you have with web visitors.
Make It Easy to Purchase
When customers are in I-want-to-buy mode, they want to do so in an instant. If your mobile site forces users to struggle through navigation to find what they want, they’ll go to a competitor instead. Optimize product pages for search and enable a mobile shopping experience, or a mobile experience that leads customers into stores, that is painless and simple. Add click-to-call functionality so users can get in touch with your business right away if they need to.
Because micro-moments happen all the time and can happen at any time, users might come back to your site again and again before becoming a customer. Personalization is a way to keep them engaged. Did they leave something in a shopping cart on their last visit? Remind them of what they checked out. Show them products that relate to their last purchase. Address them by name in a website greeting.
To recap, your business can increase the likelihood of showing up for target customers’ micro-moments by:
- Creating useful content for every step of the buyer journey
- Optimizing the web experience for mobile
- Providing a fast web experience that includes easy shopping
- Delighting customers at every mobile touchpoint, through personalization and an engaging user experience
Start optimizing for micro-moments by delving into how your users are currently interacting with your website. Identify successes, and see how you can adapt those strategies elsewhere on your site.
Want a free consultation on how your business can be there for more micro-moments that lead to increased revenue? Get in touch.