It was back in 2018 when Google announced that micro-moments are the most crucial brand battleground. The company says that micro-moments are directly related to mobile-use.
As Google defines it, it is the instant-access, various interactions users have with online entities. In fact, the average user spends 150 micro-moments daily. These are where users want to take action, discover something, or make a purchase.
The search giant created a resources center to help optimize a web presence for micro-moments.
Additionally, customers spend approximately 5 hours a day on their smartphones. And micro-moments that are well-designed are bound to capture their attention, keep them engaged, and delight them up to the point of sale.
Categorize micro-moments
Google segments micro-moments into four separate categories:
“I want to know”: This is where the spontaneous curiosity of the user drives them to research a topic online.
“I want to go”: A particular kind of destination is looked up or compared.
“I want to buy”: Happens when a user wants to buy a particular product or service.
“I want to do”: When a particular kind of action or activity is searched.
Micro-moments usually happen when a user is in the middle of another task and then wants to get information from their smartphones for additional insight.
In a customer’s journey, there is no one-size-fits-all solution. That’s why micro-moments need you to anticipate different scenarios wherein you pop-up in your customer’s radar.
Now, we will move on to the five ways on how you can utilize micro-moments for your web design:
Identify your consumer’s needs
It is possible to satisfy your customer’s needs all at once. To help determine it, you first need to have a solid understanding of why they come to your website in the first place.
To achieve this, you need to analyze your customer’s behavior, and see what needs does your website satisfies the most.
To determine the micro-moments of your site, take a look at the following W’s:
Who: Recognize your target audience based on their specific demographics and pain points. Know the type of people who are visiting your site and take a look at their common traits.
What: Know what these people are searching for the moment they land on your site, basing it on the keywords that they use.
When: When a user is interested in a specific place, they will be searching for specific events and its opening hours. You need to become aware of this so that you will know when is the best time to promote an event or launch a campaign.
Where: When you figure out where the users are when looking at your site up, you will know the profile of your visitors.
Why: Figure out why people go to your site. That way, you could focus more on personalizing it to their specific needs.
Design based on their needs
Once you know what the common reasons people visit your site are, you need to design it based on those needs.
Let’s say a visitor has stumbled upon your site to learn something. You need to focus your efforts on feeding that information right away.
Whether these are excellent topics for your blog, a detailed search inquiry, or FAQ section, or what categorizes those content, see to it that you have these featured on your landing page. Also, ensure that these sections are easy to see and use.
Create a personalized interaction
To help establish meaningful relationships with these visitors, you have to come up with more personalized interaction.
This usually involves displaying your content or products that they are potentially interested in on the first page of your site. When they decide to buy something, there is an 80 percent chance that they have been on your site more than once.
Meaning, the next time they access your site, you are already giving them the vibe that you know them.
Also, keep in mind that a lot of users are accessing your site via their tablets and smartphones. Ensure that your website is responsive enough to meet those needs.
When working on your web design, focus on the user experience, and ensure that you are giving the same high-quality experience for every kind of device.
Optimize, measure, then optimize some more
Finally, how can you ensure that you stay ahead of the game and capture your customer’s attention during those micro-moments? Here are a couple of suggestions:
Figure out the micro-moments that matter most to your business: Whether it is attracting more customers into your store, or enticing them to buy a product online, what specific types of micro-moments do you need to win-over?
Deliver those needs: Next, you need to optimize your content to fit those moments. Make sure that the information that you are giving out is easy to consume and is visually stimulating.
Measure results: Finally, measure those results and know whether the outcome is worth your time and money.
Wrapping it Up
It is quite amazing how micro-moments give you a lot of opportunities to effectively reach out to customers that are in need. Meaning, you are reaching out to these consumers that have a mindset that has a purchase intent as compared to the ones that are just browsing the web more casually.
When you utilize both your data and design to reach out actively to these consumers in their micro-moments, you can boost your site’s conversion rates in the long run.
About the Author – Kenneth Sytian is the CEO of Sytian Productions, one of the leading Philippines web design companies. He has been designing websites and developing web apps for more than a decade. He is considered one of the top influencers in web design and development.
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