When I discovered Google’s Micro-Moments the foresight of this discovery surprised me. This tool allows marketers to understand the impact of digital actions at the user’s level, instead of the traditional approach that puts the focus on the data: sessions, page views, and the bounce rate. Thisnew perspectiveis based on the rise of massive use of mobile devices.
68% of smartphone users say they check their phone within 15 minutes of waking up in the morning.
As mobile devices take up more space in our lives every day, Google introduces this approach based on people’s spontaneous behaviour to use the Google Search engine according to different needs, or micro-moments:
- I want to know moments: when someone is exploring or researching, but still does not want to buy anything. This person wants information or inspiration.
- I want to go moments: the research is about a local business when the user is considering buying a product at a local or nearby store.
- I want to do moments: or “how to” moments. When someone is looking for information or instructions to do or try something new.
- I want to buy moments: when someone wants to make a purchase and needs help deciding which product to buy.
The transition to “Mobile First” reshapes the user’s interactions with the brand, including their experience on the website, since this is where the important actions take place: conversions. Therefore, trends in mobile website development point out the importance for brands to anticipate user needs by reducing the number of steps that a user has to take to reach the goal that led him to the website. On this important topic, Google advises us to:
1. Place the search engine at the top of the home page using a free-typing text field.
You will probably have noticed; the search bar is taking more and more space in mobile websites. Today, we must ensure that the user can quickly access the information they need. So, we must make sure that they can create their own navigation.
2. Guarantee the Relevance of Search Results on the Site
As a user of any website, do you go to the trouble of reading all the search results? Probably not. Therefore, make sure that the first page presents the most relevant results. Using intuitive search features like auto-typing and spelling correction will be relevant and helpful, especially in “I want to know” moments.
3. Propose Filters to Facilitate Site Research
When it comes to “I want to buy” moments, filters allow the user to easily find the articles with the specific characteristics that they are looking for, or know how many units are still available. However, it is important to provide results for the proposed research combinations. Allowing the user to quickly find the answer or the products, they are looking for is essential, especially in mobile websites.
Since mobile devices allow us to multitask, be efficient, and move fast, we do not have a lot of time to search. This is an opportunity to innovate and create an effective experience that will allow us to stand out and pursue our goal! Ready to implement a smart search engine or need an extra boost to optimize your practices? Come see us!
