Shopping micro-moments are the little moments on the customer journey where the consumer uses the mobile to move from initial consideration to final purchase. Retailers need to be present at these particular moments, so here is some good advice based on highlights from a series of articles produced by the blog site Think with Google.
Going back 10 years, the consumers did their research online or browsed through a catalogue; and subsequently, they went to a store to buy the goods. Today, consumers are omnichannel and navigate in an increasingly fragmented purchasing process, which does not necessarily involve a physical store. So how do you meet potential customers?
Reach your customers via the mobile
Today the mobile is the nearest aid when we shop. Consumers use their mobile phones to find their way through the buying process and are already informed when they visit a web shop or a physical store. For the same reason, Google searches for “near me” have doubled over the past year.
A potential customer turns on the mobile phone with an intention to buy something; he or she scans the market; chooses to buy something and goes to checkout. These are three vital micro-moments that occur when the customer uses the phone for shopping purposes.
#1: I-need-some-ideas moments
The first moment is about inspiration, where the customer uses mobile to do a search with a need or a desire to buy something. Many have already decided on a product category, such as bedroom furniture or sportswear for women, but are not yet committed to a specific product or brand. This moment provides a great opportunity to influence the customer and here are some tips:
- Provide information, inspiration and relevant content
- Be visible. Make sure that you show up in your in the first Google search in your product category. 40% of the first shopping searches on Google are very wide.
- Optimize the design for mobile platforms. The experience should support the need for easy access to knowledge and inspiration
- Use product images. People shopping from their smartphone say they mostly click on pictures
- Use video. In 2015 twice as many people viewed videos of fashion and clothing compared to the previous year.
#2: Which-one’s-best moments
The second moment happens when the customer uses the mobile to compare brands and products in order to find out which is the best according to specifications, price, and reviews from reliable sources. More and more use the mobile to compare products. This is how your brand or product become part of the comparison:
- Highlight product tests and ratings of your products
- Highlight best-selling products. This way you can help the customer choose between two similar products
- Display products in a context. 64% of the women who buy clothes via the phone say that it helps their purchase decision to see the clothes on a model in a series of images or in a video
- Display local product availability. 6 out of 10 Internet users check if the product is available in a local store prior to visiting the store.
#3: I-want-to-buy-it moments
It is in this final moment the consumer chooses to buy. Whether the purchase is done via the mobile or not, the mobile plays an increasingly significant part in the buying process, so what can you do to seal the deal?
- Speed it up. 29% of smartphone users leave your site immediately if it does not live up to their expectations. Load-time must therefore not be slow. The conversion rate on the desktop is twice as high as on mobile sites, due to the fact that the user experience is still poor on many mobile sites. Whether the customer is looking to get the latest information or to purchase something – the user experience should be as smooth as possible.
- Display special offers and discounts on the payment page. Often, the final purchase decision is related to price and offers. All information about prices, promotions and discount codes must be visible, so the customer does not leave the page again.
- Provide multiple checkout and fulfilment options. It should be easy to pay. 23% leave the site if they have to create a new user profile. Let new users finish their purchase before you ask them to create an account. At the payment and delivery step, 69% prefer to have various options. Offer Click&Collect and enable customers to buy quickly with Ayden, PayPal or another platform where their information is already stored.
Shopping Micro Moments Guide
- All number and insights in this post are from Think with Googles ”Shopping Micro-Moments Guide”