The four key moments of mobile search
It’s no secret that mobile is dominating search. With most of us owning smartphones, we can access the information we need at the tap of a screen.
We all know the importance of being mobile-friendly, but have you considered what your users want from your site? Failing to deliver across each stage of the customer journey gives your existing and potential customers a reason to visit your competitors instead. Only by understanding these key micro-moments can you improve your overall customer journey:
I want to know
When a user reaches your website, they may not be ready to make a purchase. Instead, they could be looking for more information about the products and services you offer, or your sector more widely. This type of customer is in the early research stages of the buying cycle.
To support this behaviour, you’ll need to think like a user and provide the need-to-know information they’re looking for. For example, if someone is interested in knee-high boots, they may be looking for style advice or look-books before they consider purchasing. You are giving the customer what they want by providing this content, so if they do go on to make a purchase, they’ll be more inclined to buy from you.
I want to go
Local searches have grown rapidly in recent months, as users turn to their smartphones and tablets to find stores, restaurants and businesses near them. In fact, over the past year, ‘near me’ searches have doubled, showing the growth in demand for this type of information.
You can target ‘I-want-to-go’ searches by investing in local inventory ads, which will inform searchers of the stock available in their nearest store directly from Google. This helps you capture a new audience, who may not have known about the products you stock or may not have made your store their first choice.
I want to do
‘I-want-to-do’ moments differ from the previous intents in that they can happen both before and after a purchase. They’re usually from searchers who want to know more about how to do something. For example, users may be looking for how to connect USB devices to an iPad — this capability could be a deciding factor in making a purchase but could also be asked post-purchase.
Creating informational guides or video content will help you target this type of searcher and provide the information they’re looking for. Remember that mobile content needs to be shorter and more streamlined for smartphone users, so keep it short and succinct and make the most important details a priority.
I want to buy
They’ve made a decision and are poised to make a purchase — so how do you seal the deal? Often, users are toying between a few options at this point, so your role involves providing enough information about each for them to make an informed decision. Pull out the key features of products and services in bullet points to provide the concise details users are looking for. Don’t make users work for the information or you risk driving them to your competitors.