The Google framework explained in its 4 key points

The future of business in the online world will surely be on mobile devices.

For some years now, it has been a well-established opinion for many IT experts to have to revise the techniques of strategy and development moving towards a design no longer “mobile oriented” but “mobile only“.

According to Google, half of online purchases now take place on mobile.

This change also has an effect on the way in which users make their purchases.

In fact, we began to talk about the fragmentation of online shopping, those who buy online today has divided their behavior in many small sessions on the mobile, it is therefore essential to review the path to purchase.

Google calls them Micromoments and has designed their own framework for it:

I want to know moments:

is the instant when the user begins to have a specific interest in a product/service. It starts with a precise search on the Google search engine that will lead to a next step on a third-party online purchase platform.

I want to go moments:

at this point the user shows interest in viewing the product / service sought and begins to view the sites and apps in the world wide web.

I want to do moments:

is the time in which we need to do something and to complete or improve that thing we try tutorials, we watch videos on youtube.
here the visitor feels the need to improve his cognitive experience with the product / service he wants to buy through tutorials, videos etc…

I want to buy moments:

is the time when people have developed a belief in their future purchase. This step is fundamental for the closing of the transaction, as it literally pushes the user to become a customer.

To help you build your strategy, Google maps out in three points what you need to know and what you need to do to be present in the right way on the web, be useful and fast – and then rethink the organizational measures to know how to connect the points that will lead your customer to make the purchase of your services and / or products:

Being present

You have to anticipate micro-moments for users in your industry and then commit to being there to help you when those moments occur

Be useful

You need to be in line with consumer needs right now and connect people to the answers they’re looking for.

Beep fast

They call themselves micro-moments for a reason. Mobile users want to know, go and buy quickly. Your mobile experience needs to be fast and uncluttered.

What should we do now? The answer is not simple, it is necessary to understand as first thing the meaning of the term funnel: it is a funnel, where from above come the visits of users, and from below come out – or at least should come out – sales and conversions. The better the funnel, the more possibility we have to convert our online proposal into transactions.

In order to correctly apply the framework we must choose the appropriate channels to build our funnel, in a scheme more technical than theoretical therefore that will guide users by the hand to purchase, the means to do so in terms of objectives, which requires knowledge of the tools and of course a professional partner up to help you do this:

Google web marketing campaigns of network and display, Facebook and social in general, YouTube videos, Newsletters, traditional media (TV, paper …) etc. …
Search the global search engines or internal portals of third party sites, content comparison, blogs, landing pages.
Discussion forum, Chat, Faq, remarkerting.
Online shop, checkout, payment and delivery methods, quick request, direct and/or indirect purchase.
After-sales support and services, social share, reviews.

Conclusion: Keeping in mind the concept of fragmentation of mobile purchasing will be crucial for companies that want to increase their future revenue. The online shop has evolved into a continuous bite and run that leads in several steps the user to make the purchase. Are you ready? We are!

Silvano Samaretz
CEO
@ Starsystem IT

Pubblicato il 23 May 2019

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