The importance of impulse buying during micro-moments

Some time ago, Google launched the term “micro-moment”. They defined it as follows: a moment where someone searches for the answer to a need using a device. Although you would not expect it, those little needs can have a big impact on your sales figures. Kristof De Roeck, Managing Director & Owner of Favorite! and All Colors of Communication, explains how it works.

 

Impulse buying during micro-moments can be compared to checkout sales in the supermarket. Many people are tempted to add a quick purchase to their shopping cart at the last minute. The psychological effect of these checkout sales has long been proven and we can see the same trend in an online environment. There are two important aspects to achieve this:

  1. Make sure the consumer can check out without difficulty. Optimize your website for mobile and provide an optimal user experience and website design.
  2. Understand what micro-moments are and how they occur.

 

How micro-moments are created

We are all increasingly using our cell phones, laptops, smartwatches, tablets … Not only do we scroll endlessly on social media, but we also look for information. And the faster we get it, the better. Google defined 4 moments when consumers search for information:

  • I-want-to-know: the consumer is looking for information and inspiration
  • I-want-to-go: the consumer is looking for a physical place
  • I-want-to-do: the consumer is looking for practical information on how to do or make
    something
  • I-want-to-buy: the consumer wants to buy a product or service

Think, for example, of John who has a stain on his new sofa and searches for solutions online. Or Lisa who wants to buy a new straightener and reads some online reviews. Or Tom who needs a last-minute gift for Mother’s Day. Google created this useful guide with even more interesting examples.

 

6x determining micro-moments for your business

Large web shops such as Coolblue and BOL.com continuously respond to micro-moments. It’s not a new tactic, but sometimes these little moments are so obvious that we forget about them. We therefore help you get started with 6 tips.

 

1. Think broadly within and beyond your range

Think broadly within the range that is available to you. If someone comes to buy football shoes, that person might also be interested in a new football. Map out the potential upsells. These ads from BOL.com are a perfect example.

But also think beyond your product range. If you sell sofas, take into account what can go wrong with them. Make sure your website offers an answer. When people land on your website and feel helped, they already have a first positive experience with your business. This is how you open up the customer journey. We illustrate this with the example of John who spilled coffee on his sofa. He takes out his cell phone and searches Google for ‘remove coffee stain sofa’. An article by furniture store X appears among the results. In the blog post, the store shares a practical step-by-step plan to minimize the impact of coffee stains. At the same time, they also promote their stain remover. John orders the product and is helped after only a few clicks. The furniture store made optimal use of this micro-moment and succeeded in significantly shortening the customer journey by being present in the right way at the right time.

It can be interesting to go back to the drawing board and do market research. Look at all the moments that exist around each product. It is a lot of work once, but you can benefit from it forever.

 

2. Think within the zeitgeist

Top topicals are ideal micro-moments. If you sell gardening equipment, for example, it is smart to capitalize on the first beautiful days of the years to get the garden ready. Be sure to keep a close eye on current events. You never know when a new micro-moment will arise that you can cleverly capitalize on.

 

3. Bring online and offline teams together

Offline teams, unlike online teams, are less concerned with data and more with what is happening within the zeitgeist and what resonates with the customer. The key is in combining the two. Bring your team together and discuss tactics with each other. How is it being handled in the store? What can we learn from that? Also think of print media, such as ALDI’s booklet where each edition is completely tailored to micro-moments. How do we extend that online?

4. The right content at the right time

Make your content as practical as possible. The aim is to help customers as quickly and effectively as possible. Think of reviews, step-by-step plans, blogs, product descriptions, testimonials, directions … A good tactic is to start from frequently asked questions that exist around a micro-moment. Make sure your content then answers all those questions.

 

5. Make optimal use of SEO, SEA and Google Ads

Online advertising tools are equipped with the latest technologies to best respond to those micro-moments. Use keywords, location-based ads, or even ads that respond to the weather forecast.


6. Create your own micro-moments

Responding to search items is one way to capitalize on micro-moments, but you can also start generating those moments yourself. Do you have a web shop with prepared meals? Then highlight your BBQ dishes on your website when the weather is nice. This way you can trigger your customers’ appetite.

Do you need help capturing micro-moments and optimizing online impulse purchases through your website? The team of Favorite! and All Colors of Communication is ready to brainstorm with you. Contact us for more information.

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