Micro-moments. Don’t let the name mislead you, because actually these aren’t really very micro at all – at least not when it comes to their importance to you. In fact, when it comes to marketing your product, service or brand – these are some of the single most significant moments out there.
So what are we talking about here?
Well, micro-moments refer to those moments in which consumers are suddenly very open to the influence of brands. Not while Jack is messaging Jill about his boss’s office party antics, or while Lexi sends a quick reply to a friend’s email on the train home – but the moments where consumers are actually looking for some help and assistance in finding stuff out or buying something. You see, in these moments your pitch no longer has to be seen as that annoying interruption – you have the opportunity to really engage with your customer (or potential customer), at the time they need you the most. These micro-moments are the ‘I want to know/go/buy/do’ moments – filled with intent, context, and immediacy.
What’s more, with the rise of mobile, this is more important than ever – with 87% of people having their smartphone by their side, day and night. So, when they want to know something? Well, we’ll give you two guesses where the majority of these people turn! And we’re betting you turn there too.
Research by Google found that 82% of smartphone users say they consult their phones on purchases they’re about to make in a store, and 91% turn to their phone for ideas in the middle of a task – That’s a heck of a lot of opportunity wrapped up into a small (micro) moment.
So how do we succeed in these moments, and use these small windows of opportunity to our full advantage?
Well, of course first you have to be there at that moment, but not only be there, be useful too. That means connecting people to what they’re looking for in real-time and providing relevant information, right at the point they need it.
But crucially, and especially when it comes to mobile, you absolutely have to be quick. That’s because people will often be turning to their smartphone in a hurry – and if they have to wait? Well, they’ll simply move on to someone else.
In fact, research by Google suggests that 29% of users will immediately switch to another site or app if it doesn’t satisfy their needs. So, when customers are actively busy searching in these micro-moments – and your page pops up high in the search results – all that PPC spend could be completely worthless if the related landing page loading time is too slow.
Because the fact of the matter is you can have the most thought out and user-friendly landing page on the planet – but, if it takes too long to load, the impact can be really – well – bad for your bottom line. In fact, studies suggest that 40% of visitors will wait no more than three seconds before abandoning a site and that if a website loads just one second faster, the conversion rate will increase by up to 27%.
What’s more – up to 79% of customers who are dissatisfied with a website’s performance say they’re less likely to buy from the same site again. So, not only could slow search loads be damaging in the short term, they can actually be quite damaging in the long term too.
So how do we prevent that happening?
By eliminating steps, anticipating customer needs and loading at the speed it takes to say, well, ‘loaded’. So if you need assistance with the loading time your paid search ads’ landing pages – Let’s talk, we can help.