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How Micro-moments will make a Macro change in the ROI? 

Nick Patel | Sep 5, 2017 584 views No Comments

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With technology racing forward at the speed of light, customers are getting pickier and tougher to please. Designers are trying hard to keep up with the trends and provide a better user experience. We all know that each passing year brings forth new web design trends that rule for a certain amount of time and are then pushed back by newer trends.

But there is this one web design trend that would never go out of fashion and would definitely fuel the UX design closer to perfection – Micro-moment design.

What is a micro-moment?

Just like the name suggests, micro-moment is all about breaking down the UX design into different moments. A micro-moment design defines each moment of the customer journey through design and these are the four types of micro-moments:

1. I-want-to-know
2. I-want-to-go
3. I-want-to-do
4. I-want-to-buy

micro-moments-macro-change-ROI-types-of-micro-moments

(Source: Google)


The I-want-to-know micro-moment is the moment where the users are curious and want to learn or acquire knowledge about something. When users want to know more about something they heard of or something they are planning to buy, they look it up on Google. 65% of people use their smartphones in their I-want-to-know moments.

The top 5 ways how people act during their I-want-to-know moments are:
a. 81% use search
b. 50% use a non-retailer website or app
c. 40% look at images or photos online
d. 34% visit a retailer website or app
e. 26% watch online video
The I-want-to-go micro-moment is when the user wants to visit a place/café/restaurant. A user might be in a new place and he wants a cup of coffee. So instead of buying a map or asking the locals around, the user is going to fish out his smartphone and type ‘coffee near me’ or ‘café near me’. 79% people use their smartphones in their I-want-to-go moments.

The top 5 ways how people act during their I-want-to-go moments are:
a. 69% use search
b. 55% use an online map
c. 40% visit a store or other location
d. 36% visit a non-retailer website or app
e. 34% visit a retailer website or app

The I-want-to-do micro-moment is when the user shows interest in acquiring the practical knowledge of doing something. It could be anything from learning to cook a dish to fixing up a car. In this moment, users look up for how-to articles on the internet and 67% millennials agree that they can find a YouTube video on anything that they want to learn. 82% smart phone users turn to their cell phones when they want help related to a product decision.

The top 5 ways how people act during their I-want-to-do moments are:
a. 72% use search
b. 34% visit a non-retailer website or app
c. 31% watch an online video
d. 25% look at images or photos online
e. 20% ask someone via call or messaging

The I-want-to-buy micro-moments are when the user has completely learned about the product/services you sell and then have made the decision to buy it. Users usually compare prices of a single product at various stores online, look up for the best restaurants around that would do a home delivery and so on. 76% people who conduct a local search on their smartphone visit a business 24 hour and 28% of those searches result in a purchase.

The top 5 ways how people act during their I-want-to-buy moments are:
a. 71% visit a retailer website or app
b. 64% use search
c. 42% visit a non-retailer or app
d. 41% visit a store or other location
e. 23% look at images online

How micro-moments affect customer experience?

Micro-moments, as shown above, are specific fragments of the customer journey that describe each stage in detail. Micro-moments show the pain areas of the user in each stage. Your checkout process (I-want-to-buy moment) might be fast, but if your ranking is not on Google’s first page (I-want-to-know, I-want-to-go and I-want-to-do moments), the fast check out process won’t make much of a difference.

Micro-moments help you gain a clear perspective of what the users are looking for on each stage. After knowing the user needs on each stage, you can make changes in a way that the user experiences a smooth journey from the initial to the final stage.

How to use micro-moments in web design?

To give users a better experience during each micro-moment, the first thing that you should be doing is creating a responsive web design .

And after that here’s what you should be doing:
When users want to know something, they immediately hog the internet for more information. So, make sure the content you publish is keyword rich, written in a simple language, is to the point and doesn’t make the users hunt around for answers.

65% of smartphone users agree that when conducting a search on their smartphones, they look at the most relevant information regardless of the company providing the information.

69% of smart phone users are more likely to buy from a company whose mobile site or app can help them find answers to their questions easily.

When the users wish to go somewhere, they use the ‘places near me’ keyword to search for suitable places. In this case, vicinity matters and location signals need to be provided to highlight relevant locations, store inventory and driving directions.

76% consumers who conduct a local search on their phones visit the store within a day.

When users want to gain practical knowledge and learn to do something, they immediately look up for relevant articles or relevant videos. Putting up how-to videos is also a great idea to explain the processes they want to learn in easy ways.

91% of users turn to their smart phones for ideas while doing a task.

Searches related to ‘How To’ on YouTube are growing by a 70% over the year and more than 100M hours of how-to content have been in north America so far.

Users research a lot online before they decide on buying something and what they find online holds the power to influence their buying decision down to the very last minute. And after reading online one out of four shoppers have changed their mind while standing in the checkout line. And there are about one million YouTube channels with product reviews where creators, brands, and experts share their reviews on various products.

What you can do to make the buying process easy is have a proper website navigation system, ensure that the speed of the website is fast and the checkout process is easy.


Conclusion

Catering to each of the four micro-moments is necessary because customers need to feel that they can trust your website on every stage of the customer journey. Use the above-given tips to give your customer a seamless experience throughout your website. And nothing empowers conversions like good customer experience does.

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