The Web Experience: The Customer Journey and Micro-Moments

Do you ever remember a time where you were in a store contemplating to purchase something and not having a smartphone in hand to research the competition? I sure don’t. Our smartphones are so closely integrated into our daily lives, it’s hard to imagine a time when we didn’t use them. And yes, as a marketer, you want to be a part of a micro-moment.

What is a micro-moment?

Google defines it best as: “Micro-moments occur 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.”

Our instant --give it to me now, generation has made us fickle consumers. Our hands hold a computer that gives us access to anything in an instant and we expect that in return. So, what can you do to ensure that your customer journey includes micro-moments?

• You’ve mapped your customer’s journey, place a microscope over it
  • Scrutinize your consumer journey and examine what can be classified as a micro-moment. See where people can learn about your product, make a purchase, find something that inspires them, and everything/anything in-between.  
  • Categorize these moments: 
    • I want to know
    • I want to go
    • I want to do
    • I want to buy
• Understand prospect’s needs in the moment
  • Put your digital transformation cap on and think, what could make this easier or faster? What features would be useful for this micro-moment?
• Deliver the experience
  • Use location, time of day, season, (even the weather, yes), and product availability to deliver experience that seem tailor-made for your customers. 
• Optimize, measure, and optimize some more
  • As with anything, continue to measure and optimize your micro-moments. Are all your moments integrated seamlessly across all devices? Does your micro-moment journey seem segmented? 

If you still haven’t jumped on the micro-moment bandwagon, consider these statistics 82% of smartphone users consult their phones in store while considering a purchase and just in the past year there has been a 29% increase in mobile conversions.