Enhancing your On-Site Engagement with Micro-Moments

Many of us can remember a time when smartphones weren’t even a thing, but whether you’re trying to decide where to go for dinner or if the shop that sells that one thing you really want right now is still open, reaching for them has become something we do both impulsively and almost unconsciously at times.

Google has named those reach-for-your-device times as “micro-moments”. Described as intent-rich moments, they take place when someone reaches for a device to act on a specific need or desire. As your audience will experience micro-moments every day, you need to know how to use them to your advantage.

There are three distinct types of micro-moments:

• “I want to know” moments
• “I want to do” moments
• “I want to go” moments

For Those “I Want to Know” Moments

This type of micro-moment occurs when a person is looking for information but isn’t always quite ready to take any sort of action. This might include researching the background of your business, or taking a close look at who is on your team and which specific roles they fulfil. When your visitors are experiencing this type of moment, your visitors will be forming their initial impressions of your business, so it’s important that you present yourself in the best light.

Use eye-catching headlines and informative subtitles for visitors who want to skim your content and carefully place relevant supplementary information that might pique their interest and encourage them to stay a little longer. But don’t neglect visitors who are there for the nitty gritty details and consider incorporating interactive/multimedia features that will positively add to their experience.

For Those “I Want to Do” Moments

These moments happen when a person wants to take action or complete a specific task. This might be downloading a resource, signing up to your email list, or making a purchase. As making the most of these opportunities is critical, you must ensure that your site is performing well. If your site slows down, your visitors might lose patience. Equally, if your site isn’t already optimised for mobile, shimmy this to the top of your to-do list ASAP.

It’s also important to make sure that your site navigation is user friendly. If you provide your audience with too many choices, they might feel overwhelmed and leave. And you obviously don’t want that!

For Those “I Want to Go" Moments

This type of moment happens when someone wants to engage with your business in person, so they might be looking for your opening hours, or the date and time of an event you’re hosting.

Keeping your website up-to-date is key. Outdated information is a total engagement killer, so if you’ve got any forgotten pages or neglected blogs, giving them some TLC will always be beneficial. Also, as your visitors might not even visit your website in these situations, you should also endeavour to ensure that your details are accurately maintained on every public listing including Facebook and Google Maps.

At a time when engagement is everything, understanding how to capitalise on micro-moments is vital. Give us a call if you want to implement a personalised strategy to drive even more success for your business.