In a previous episode, we dove into what a Micro-Moment is. As a primer for those who haven’t watched that video, 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. This is straight from Lisa Gevelber, Google’s VP of Marketing.
Impatience, immediate action, instant gratification, even some impulsiveness — these are just a handful of descriptors for behavior today. We have all been empowered and emboldened by information. With our phones acting as supercomputers in our pockets, we can find, learn, do, and buy whenever the need or whim strikes.
3 out of every four smartphone users are looking to search first when they have questions, need directions, or are looking for descriptions, reviews or price checking something. Google has put out some revealing data that helps us better understand what this shifting consumer behavior looks like, and how it impacts business owners.
People are making on the spot decisions, and search data confirms this. Searches involving “open now” has tripled in past two years. When we look at some of the rising “open now” searches, we see that they represent both impromptu decisions like “I have some spare time to get my nails done” and emergency situations like “I just cut my finger and need a doctor”.
People are searching at the exact moment they need something and are looking for places that can meet their immediate need. In other words, when making these on-the-spot decisions, they are more loyal to their need than to any particular place.
The new norm is for us to be able to get products and services right away. Services like Amazon Prime, Uber, Netflix, and iTunes have all changed our behavior.
Mobile searches related to “same day shipping” have grown over 100% since 2015, as people are no longer willing to wait even a few days for their order. I know that when they announced the Amazing Distribution Center here in Mobile, I was a bit excited because it will likely mean same day shipping for those items that we have to order online.
Looking at data, we also notice that searches for “same day shipping” peak first thing in the morning. Rather than running an errand on the way to work, people are turning to their devices with the expectations that they can find a business that can help them immediately.
This might be a bit of information overload. I bet you are wondering where to even start? Well, I can tell you this, your consumers will vary significantly from “Planner Patty” to “Last Minute Lex.” Regardless of how they plan, they will all expect the same thing: what they want and when they want it. And the brand that gives it to them WINS.
In fact, we have observed that 53% of visits are abandoned if a mobile site takes longer than 3 seconds to load. I mean seriously, Ain't NOBODY got time for that.
Ultimately, that means that business owners must commit to the creation of incredible mobile experiences. The basics—like load time—can make or break you. Remember that “3 seconds” stat I mentioned earlier? Now consider this — the average mobile site takes almost 22 seconds to fully load. We've seen that for every one-second delay in site load time, conversions fall by 12%. To test your mobile site speed, Google Pagespeed Insights and click on the first link. Google even provides immediate recommendations to make your mobile site load quicker.
Well, that’s a wrap for this week! I want to thank you for checking in. Make sure to hit that like button. And if you have any questions or comments leave them down below. If you want to talk about how Blue Fish can help you grow your business just send us a message and we’ll get the conversation started!