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

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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

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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

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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

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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

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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