What do you do when you're looking for a new place to get brunch with your friends? Or looking for reviews on a company? Or try to find where you can buy something? If you're like me, you pull out your phone and ask Google. Let's talk about mobile moments and how your business should be using them.
“The future of mobile is the future of online. It is how people access online content now."
- David Murphy
What is a mobile moment?
A mobile moment is when someone uses their phone to get immediate information. We do this quite often. Most people wake up and ask their phone what the weather will be like. Some people pull up the news while having breakfast. I'll occasionally check in on some upcoming video games and their reviews. Regardless of how we use our phones, the idea remains the same. Pulling up information and getting it in the quickest fashion possible, at the touch of our finger tips.
As information becomes more and more available, these mobile moments begin to transform into micro moments. Exchanging a quick glance for the information you're searching for. This focuses on instant action; deciding to plug a new restaurant into your maps, trying to get an answer in a matter of seconds, or making a quick, seamless purchase.
So what does this mean for marketers and designers? Well, it depends on your company. Users are looking for the best, most relevant information as quick as possible. So it all depends on the information you offer.
Understanding how mobile moments play into your business
In Growth Driven Design, we talk a lot about knowing your personas. We do this because some companies might have an audience weighing more towards their mobile site, some companies may not even need a mobile site. This all depends on who your personas are and how they usually visit your site. You want to understand what types of information they could use from you and the best ways of delivering it.
MatsonGroup gives us 4 types of mobile moments:
- I want to know: user is searching for information or an answer to a question
- I want to go: user is searching for places to visit in a given area
- I want to do: user is searching for a type of service, a place, or experience
- I want to buy: user is looking to buy a specific product
The first step is figuring out which one your offering fits under. For example, searching "what are mobile moments and how do they apply to my business?" would fall under "I want to know". What do you offer your audience? Experiences, products, knowledge, etc. And what are the best ways to present that information. Maybe you can share answers and information through a blog or your restaurant lcoation could be focused towards being found locally on Google Maps.
Applying mobile journey best practices to your business
Mobile experiences tend to be more successful in the form of shorter journeys, hence the term micro moments.
- Identify your key moments. Are you providing knowledge, a product, an experience, or maybe all of the above?
- Put yourself in your customers position. Think exactly what they'll search for, how, and why. Then build the path for them.
- Make sure your pages load quickly.
- Provide the most relevant content possible.
- How can you streamline this process for them in the future? Think of Amazons "Buy now with 1-click" button. You can search for your desired product and place the order in a matter of seconds.
The best idea is to create a path and see how users interact with your site as they move through. From there, using growth driven design, you can make the most educated decisions moving forward.
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