After attending the Wisconsin Fall Tourism Conference last month, we received a lot of great feedback on our presentation “Micro-Moments: Marketing to Travelers Who Buy on the Fly.” We wanted to make sure we share it with the rest of you who may not have been able to make it in this three-part blog series. So stay tuned for future posts! If you’re interested in learning more about how we can help you, please don’t hesitate to reach out.
Behavioral Trends in Mobile
So first thing’s first. Let’s talk about the importance of mobile as it shapes the digital world we live in today, and how this “micro-moments” phenomenon began to occur.
What you see here is the digital shift in 2014, where mobile surpassed desktop in usage. For the longest time, desktop reigned supreme in the way people connected with the digital world. Now, we live in a mobile-dominant world, and businesses are still trying to catch up to continue to reach these users.
As it stands today, smartphone usage is at a whopping 80%, compared to desktop at 67%, and tablet at 16%. Furthermore, about 27% of the market only uses a smartphone. If you’re website is not mobile-friendly, you’re missing out on about 1/4 of the market today.
Sales Trends in Mobile
As you can imagine, sales have increased immensely due to this mobile shift. Mobile sales are estimated to have reached $74 billion in 2015, which is a 32% increase from 2014. We don’t anticipate this growth to slow down anytime soon.
There are a lot of things that contribute to this increase, but ultimately, it deals with the user experience of these customer journeys through websites that are offering goods/services online. User experience is a multitude of different things, but for the sake of summarizing, we’ll focus on the top three things you need to review for your site’s user experience.
- Page Speed – 47% of consumers expect a web page to load within 2-3 seconds.
- If it doesn’t load that quickly, they will abandon your site and have a high likelihood of not returning to your site again, creating loss of future conversion opportunities.
- Research as shown that even a one-second delay could result in a 7% sales conversion reduction due to abandonment
- Page Rank – 75% of users don’t look beyond the first page of search engine results.
- If you don’t rank well enough, you may not be found; SEO (Search Engine Optimization) plays a key part in search ranking.
- Usability – 79% of guests who are dissatisfied with their first experience of your website are less likely to return.
Of the three points listed, usability is the most important item to tackle first. Reason being, you might be ranked number one and your page loads quickly, but if users can’t find information in your website quickly or easily – they will leave and go somewhere else.
The behavioral shift that’s aiding in this exponential growth in mobile is due to Google’s coined term “micro-moments.”
Per Google’s definition:
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.
The keyword you’ll want to pay attention to is “intent,” which makes all the difference in other browsing experiences people have throughout the day.
To give you a real-life micro-moment, a few weeks ago I was on the hunt for black flats for work. I searched in 3 physical stores, but was always limited by style, size and color they had in stock. I gave up my pursuit for a few days until I received a 30% discount at one of my favorite stores. While I shopped their physical stores, I decided to try online and review their full inventory with my potential discount. They made it easy to navigate through their products with helpful filters, making it easy to pinpoint exactly what I was looking for. This enabled me to find not one, but three pairs of shoes. All of which I purchased with ease, and within 10 minutes.
Again, my intent was to buy new work shoes. So when I had a moment, I looked to the nearest device to me (my phone) to search online. It helps that I had a coupon to inspire me to give the retailer another chance, but what really hit it home was how easy it was to find what I was looking for, apply the discount, and purchase my shoes online. They also have a great loyalty program, which certainly doesn’t hurt to earn additional incentives for shopping with them.
Micro-Moments in Tourism & Hospitality
While my example hits close to home with retail, how does it affect hospitality and tourism? It applies the same principal – make it easy for me to find the information I need, because I plan to act on it when I find what I’m looking for. Below is a video to help bring that point to life.
As you can see, everyone is inspired by certain “moments” that engage them to search for more information to make their next move, especially in the travel industry.
In my next post, I’ll be discussing the micro-moments of trip planning, and opportunities for you to engage with the traveler throughout their planning journey. In the meantime, check out some of our other great blogs from the team in case you’re looking for other tips or inspiration for your digital strategy next year.
Collective Data Sources: thinkwithgoogle.com; neilpatel.com; Kinsta; Small Business Trends; imFORZA.