Live in the “Micro-Moment” with Your Customers
Published on June 27, 2016
8 Ways to Maximize How People Use Mobile.
RIESTER was recently among an exclusive group of Google partner agencies that participated in the Executive Brand Summit in New York City. The Summit was a great mix of inspiration and innovation for the future of marketing and technology as well as a candid assessment of the current marketing landscape.
At the conference, the Google team continued to refer to the Micro-Moments theme with which you may already be familiar. Micro-Moments are real-time, bite-size interactions with a customer in their daily life – mostly on mobile devices. The customer journey is no longer a single session on a desktop, but a series of small intersections that eventually lead to action. As mobile continues to proliferate, these “moments” will continue to materialize in an infinite number of forms, whether it be a companion search driven by a TV commercial for a desired vacation destination, watching a “how to” video on the go, or doing a competitive price search while in a store. This trend has changed the way digital marketers do business and at RIESTER, we have been adapting campaigns, websites, and media plans for several years to seize on this opportunity.
To be prepared for these Micro-Moments, brands must first understand how customers interact with their digital ‘real estate’ right now. Meeting the needs of customers means having a firm grasp of the moments customers expect, especially on mobile with an eye towards mobile-first design. Defined digital business goals, consumer insights and psychographic studies are a priority. Combining this qualitative data with quantitative web analytics reporting can create a clear vision of not only what a customer needs, but what they are trying to accomplish online. The following are some ways to look at your web analytics data to begin painting a clearer picture:
- First, trend everything. Become familiar with what each KPI looked like in 2014, last year and today. Is there improvement? Is there slow steady growth or does it hit peaks and valleys? Those are usually very helpful signals.
- Use custom segmenting. As seasoned digital veterans, RIESTER has learned not to assume one audience represents all. Custom segments may be by device, geographic location, traffic source, or browser type and many times a combination of the above. Some locations may not “convert” online, because there is a brick and mortar store down the street.
- Trend conversion rate over a multi-year period. Are conversion rates trending similarly to mobile? In many cases, brands are experiencing a long term softening of session conversion rates as the Micro-Moments happen further and further away ahead of the final action, whether it is a lead or an online purchase or a social engagement. This requires moving beyond last click ROI measurement toward developing attribution models that make sense for the brand.
- Trend desktop vs. mobile sessions over a multi-year period. Are sessions at least 50 percent mobile? Much of the competition has already hit that threshold.
- Examine organic search trends and how this correlates to paid search. Desktop organic search traffic is no longer as reliable as it once was in a small screen mobile world. Competition has increased as visible space has decreased. To counter this, is there a sound paid search mobile strategy in place? Is there coordination between paid and organic channels for the best overall outcome?
- Understand how consumers are completing objectives by examining page views per visit and bounce rate trends. This is a proxy for customer engagement. Use the power of custom segments and segment by device type. Examine and understand the differences.
- Examine other key metrics. Make a point to review onsite search (what are customers searching for on a mobile device vs. desktop), scroll length (how much of a mobile page gets viewed in a long scroll design), and technical measurements like device/browser conversion rates and response time (how long does it take for a user device to render a page). Numerous studies have shown that an iPhone user is measurably different than an Android user.
- Finally, test everything and conduct tests by device. Use the ability to digitally version test to eliminate any debate about form and design. There are numerous tools available in 2016 at varying levels of sophistication and investment including Optimizely, Unbounce, and GA Experiments. A sound testing strategy will help eliminate a lot of uncertainty.
Identification of intent-based customer personas and a fuller picture of how your brand should respond digitally to Micro-Moments should come out of this analysis. As a Google Analytics Certified Partner, RIESTER professionals are here to discuss this exciting and dynamic topic. Contact us here.
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