Newspaper article The Morning Bulletin (Rockhampton, Australia)

Micro-Moments Are Crucial; Here Are Three Ways to Ensure Your Site Offers a Faster Mobile User Experience

Newspaper article The Morning Bulletin (Rockhampton, Australia)

Micro-Moments Are Crucial; Here Are Three Ways to Ensure Your Site Offers a Faster Mobile User Experience

Article excerpt

The key questions every business needs to ask

Today's consumers move faster than ever on mobile. Can your brand keep up? Start by asking these questions:

What is the key action you want users to take on your mobile site or app? How long does it take to perform it? If it's more than a few minutes, it's time to streamline.

Which functions on your mobile site are absolutely, positively, undeniably essential for your customer? What do you already know about your customer that can help you anticipate their needs?

How long does it take for your site to load?

Sources: The full article can be found at thinkwithgoogle.com. 1,2 & 3. Consumers in the Micro-Moment, Wave 2, Google/Ipsos, U.S., May 2015, n=1,005 based on internet users

IMMEDIATE gratification: It's not just for toddlers anymore. Mobile has trained all of us to expect to get what we want, in the moment we want it.

We expect brands to be there in those micro-moments when we are looking for local businesses, researching a product, or looking for instructions. In fact, 60% of online users say that thanks to online research, they make purchase decisions more quickly now than a few years ago (1).

For brands, these micro-moments are crucial, and they happen in a split second. When your site or app is clumsy or slow, 29% of smartphone users will immediately switch to another site or app if it doesn't satisfy their needs (that is, they can't find information or it's too slow). In fact, of those who switch, 70% do so because of lagging load times. And 67% will switch if takes too many steps to purchase or get desired information (2). The good news is that streamlining your mobile design starts with a few simple steps.

1) Eliminate steps.

If speed thrills, friction kills. Which is to say, your mobile functionality matters. And the more steps you have in your mobile experience, the more likely a user is to make an error. …

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