Growing up in the spurt of technological breakthroughs, we have been accustomed to convenient ways of knowing, purchasing, and doing things.
In a series of clicks and taps, pieces of information and content are readily available online. In moments that we seek to find an answer to something – may it be out of curiosity or necessity – we reach for our smartphones and connect to the Internet. Google has become everyone’s bestfriend especially in times of urgent matters. During the times that we are wired to our smartphones, micro-moments happen.
Google’s Former Senior Vice President of Ads & Commerce, Sridhar Ramaswamy, defined micro-moments as the time “…when people reflexively turn to a device—increasingly a smartphone—to act on a need to learn something, do something, discover something, watch something, or buy something. They are intent-rich moments when decisions are made and preferences shaped.”
You might think that micro-moments are just fragments of online activity. However, in holistically understanding and knowing more about micro-moments, we should be mindful that it can have a huge impact on brands and businesses.
Since most brands have gone digital, part of their digital marketing strategy is to create their own website. This helps them to reach a wider audience in a more convenient way than going to a physical store. More importantly, they can maximize these micro-moments and turn it to page conversions.
In order to reap the macro effects of web design on micro-moments, these CARE factors must be noted:
C – Convenience in getting the content and information
Micro-moments are roughly short minutes spent online. According to Matt Lawson, Google’s Director of Ads and Marketing, “… most people check their phones 150 times a day. Pair it with another that says users spend 177 minutes on their phones per day, and you get a pretty fascinating reality: mobile sessions that average a mere one minute and 10 seconds long, dozens and dozens of times per day.”
Given this short interval, your aim is to ensure that you conveniently deliver the information at hand so that no amount of time will be wasted. You don’t want your audience to scan through your website until they lose interest and patience in finding the content that they are looking for.
Thus, easy homepage navigation is important and crucial in making the most of micro-moments. Your website must have well-thought of sections and properly placed buttons. The next factor will be necessary in designing your homepage and organizing your content.
A – Anticipate what they are looking for
Web design is not just about creativity and codes but also about the psychology of a brand’s niche and target audience. As a web designer, you must understand the market demographics and research on the majority’s preference.
Google Analytics and some third party tools may help you in fully understanding your consumer’s preference and what you need to produce.
As a web designer, you might get a little too overwhelmed with the need to anticipate everything, from design to content alike. But take a deep breath and know that A/B split testing can help you in determining the best design that drives the highest traffic and page conversions. Although this requires a seemingly repetitive work, you may reap the best result if you arrive at the right mix of design and content.
R – Responsive and mobile-friendly website
Speed makes a huge difference in micro-moments. Studies show that page conversion is directly proportional to the website’s loading speed.
Thus, if you want to increase your page conversion, you must also find ways to load your website faster. On the contrary, if your website is not responsive and is taking quite long to load, you can expect a lower page conversion rate.
According to Viki Green, a User Experience Research who also writes for Medium.Com, about “47% expect a page to load in 2 seconds of less, [and] 40% of users will abandon a webpage if it takes more than 3 seconds to load.” From here, you will realize that every second counts in maximizing micro-moments so it is really very significant to make mobile-friendly and responsive website.
E – Elicit actions and response from your website visitor
In the digital marketing toolkit, there is a fine line that separates converting a lead and having a mere website visitor. To increase your page conversions, you have to think of ways of not just driving traffic to your website but also to elicit actions from them.
This idea can be compared to an increasing foot traffic to the physical store and visitors either go there to “visit and inquire” or “visit and buy”. Of course, you want the latter choice. Similarly, the same applies to digital marketing and one way to generate a response is by having Call-to-Action buttons.
Choosing the right color, font, and size of the Call-to-Action buttons is integral in web design. By properly positioning this button and choosing the right phrases, you can arrive at the desired action. Thus, increasing page conversion and maximizing the micro-moments.
Now to summarize everything, it seemingly boils down to CARE, literally and figuratively. While the abovementioned factors are significant in relation to web design and micro-moments, it is also necessary to focus on it as an emotion or feeling. After all, humans are interconnected by shared emotions and feelings, and this enriches interaction. 😊
Thus, when you enrich the interaction, you make a greater impact and deeper magnitude. Correspondingly, when you enrich the user experience in your web design, you are not just maximizing micro-moments but you are also leave a lasting impact that translates to the success of the project.