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Micro-Moments winning the biggest opportunity
in the smallest moments
Daan Suijlen Agency Development Manager
So much
than a mobile phone MORE
EVERY MICRO-MOMENT IS A MACRO OPPORTUNITY
Confidential & Proprietary Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Mobiele telefoons… in 1999
WELKOM IN
2016 WAAR MOBIEL
CENTRAAL STAAT!
WAAR 1.8
MILJARD FOTO’S
DAGELIJKS GEUPLOAD WORDEN...
Source: report Internet Trends 2016 by Mary Meeker
WAAR WE ETEN BESTELLEN IN DE
TRAM
EN HET KLAAR STAAT ALS WE THUIS ZIJN
WAAR WE ALTIJD EN OP
IEDER MOMENT
ONZE EMAIL LEZEN
WAAR WE
CONSTANT OP ZOEK ZIJN NAAR
INFO
WAAR WE IN DE WINKEL
PRODUCTEN VERGELIJKE
N
Confidential & Proprietary Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
forecast
40%
Waar u doelgroep mobiel is
OPTIMALE ERVARING
INZICHTELIJK MAKEN VAN RESULTAAT
RELEVANTE ADS
HOE SUCCESVOL TE ZIJN MET MOBIEL:
Google Confidential and Proprietary Google Confidential and Proprietary
Geef bezoekers wat ze willen, op hun manier binnen een gebruiksvriendelijke omgeving
OPTIMALE ERVARING
Google Confidential and Proprietary Google Confidential and Proprietary
OPTIMALE ERVARINGEN Verschillende tools & manieren om de ervaring te testen
UX EVALUATION and optimization
suggestions
PageSpeed Techincal evaluation
on your site/app performance
Prototype Project
Prototype of de msites and apps
Pre-Designed Widgets
Programming templates to help
build your platform
Google Confidential and Proprietary Google Confidential and Proprietary Google Confidential and Proprietary
Mobile Site analysis and optimization suggestions
Site Search
Ability to Convert Form Entry
Homepage & Site Navigation
Usability & Form Factor
WAT MAAKT EEN GOEDE MSITE
Our Results: 25 Design Principles Homepage & Site Navigation
Site Search
Ability to Convert
Form Entry
Usability & Form Factor
❑ Site search is visible ❑ Use filters to improve search results ❑ Search results are relevant ❑ Guides users to better results
❑ Menus are short and sweet ❑ Calls-to-action are front and center ❑ Easy to get back to the homepage ❑ Promotions don’t steal the show
❑ Click-to-call is present ❑ Users can purchase as a guest ❑ Users can explore before committing ❑ Easy to finish on another device ❑ Existing information is used
❑ Info entry is streamlined ❑ Uses toggles/dropdowns to simplify input ❑ Visual calendars used for data selection ❑ Minimize errors with real-time validation ❑ Form design is efficient (auto-fill)
❑ Entire site is optimized for mobile ❑ Don’t need to pinch + zoom ❑ Product images are expandable ❑ Shoppers are told which screen orientation is best ❑ Users aren’t brought to new browser windows ❑ Site avoids “full site” labeling ❑ Site is clear about why it needs user’s location
Google Confidential and Proprietary Google Confidential and Proprietary Google Confidential and Proprietary
Gebruikers hebben weinig geduld
Verlaten de site als het >3 sec duurt om te laden
Verwachten een pagina in <= 2 sec te openen
40% 47% 52%
Vinden snelheid belangrijk voor hun brand loyalty
Source: Kissmetrics
Google Confidential and Proprietary Google Confidential and Proprietary Google Confidential and Proprietary
Google Confidential and Proprietary Google Confidential and Proprietary Google Confidential and Proprietary
Google Confidential and Proprietary Google Confidential and Proprietary
Target gebruikers met producten en diensten op het juiste moment met de juiste boodschap!
RELEVANTE ADVERTENTIES
Alle Digitale Momenten
Ontmoet Amy
18,701 momenten
Luth Research ZQ Intelligence™ - Cross Platform Digital Behavior Measurement, Nov-Dec 2014.
Nov 8 Nov 18 Nov 28 Dec 8 Dec 18 Dec 28
Lastig om Amy te bereiken
Entertainment
Alle Digitale Momenten
Games
Social
Nov 8 Nov 18 Nov 28 Dec 8 Dec 18 Dec 28
Luth Research ZQ Intelligence™ - Cross Platform Digital Behavior Measurement, Nov-Dec 2014.
Dating
Black Friday
HD TV
Disney World
Pizza
Potentiele momenten om Amy te bereiken
All Digital Moments
Luth Research ZQ Intelligence™ - Cross Platform Digital Behavior Measurement, Nov-Dec 2014.
Nov 8 Nov 18 Nov 28 Dec 8 Dec 18 Dec 28
High-consideration customer journey van Amy
Disney World
419 moments
Luth Research ZQ Intelligence™ - Cross Platform Digital Behavior Measurement, Nov-Dec 2014.
Amy’s Micro-moments
(34) Search
(5) Video
Disney World
(380) Web
FPO
FPO
FPO
Luth Research ZQ Intelligence™ - Cross Platform Digital Behavior Measurement, Nov-Dec 2014.
Waren op mobiel!
Nov 8 Nov 18 Nov 28 Dec 8 Dec 18 Dec 28
87%
I-want-to-know moments
I-want-to-go moments
I-want-to-do moments
I-want-to-buy moments
I-want-to-watch what-I’m-into moments
Vijf belangrijkste momenten
I-want-to-know moments I-want-to-go
moments
82% of smartphone users use a search engine when looking for a local business
I-want-to-do moments
I-want-to-buy moments
2X increase in “near me” search interest in the past year
I-want-to-go moments
I-want-to-watch moments
Google Confidential and Proprietary Google Confidential and Proprietary
Meet de juiste metrics en interacties
METEN
Google Confidential and Proprietary Google Confidential and Proprietary Google Confidential and Proprietary
X-device measurement
GOOGLE’S XDEVICE TRACKING SUITE: USING THE LATEST TECHNOLOGY
Estimated Cross Device Conversions User ID
FEATURE AVAILABLE IN ADWORDS
FEATURE AVAILABLE IN GOOGLE ANALYTICS
LEADS GENERATIO
N
CALLS TO YOUR
COMPANY
MOBILE COMMERC
E
CROSS-DEVICE
APP DOWNLOADS
STORE VISITS
SITE TRAFFIC
USER ENGAGEMENT
MOBIEL IS MEER DAN ALLEEN E-COMMERCE!
JUISTE METRICS METEN
OPTIMALE ERVARING
RELEVANTE ADVERTISING
Juiste KPI per micro moment
Micro moments - moments that matter
Geef bezoekers wat ze willen, op hun manier!
WELKOM IN
2016 WAAR MOBIEL
CENTRAAL STAAT!
T H A N K Y O U