Welcome back to our series on Micro-Moments, equipping you to stay ahead of the changing tides of consumer behavior in the digital age.
Last week, we explored the "I Want to Go" micro-moment, focusing on how to engage users when they're ready to visit a physical location. Today, it’s we’re zeroing in on the "I Want to Do" moment, which is all about providing immediate, actionable assistance when a consumer wants to complete a task or learn something new.
Here’s how you can win the customer in an I Want to Do moment:
- Offer "How-To" Content: Consumers often turn to their devices to learn how to complete a task, like fixing something or trying a new skill. Producing high-quality "how-to" videos or blog content can place your brand in front of people at these key moments. Make your content concise, easy to follow, and accessible across multiple platforms.
- Offer Instant Solutions: Provide tools that help users complete tasks in real-time. For example, if you’re a retailer, include features like instant booking or reservations, product tutorials, or virtual try-ons. Your goal should be to reduce friction in the user experience and provide clear, actionable solutions.
- Embrace Conversational AI and Chatbots: Utilize chatbots or voice assistants that can provide immediate answers and assistance. Whether a consumer is booking a service, asking for troubleshooting tips, or finding a product, AI-driven solutions can enhance the "I Want to Do" micro-moment by offering real-time support.
- Leverage Visual Search Technology: More and more consumers are using visual search to find products or inspiration. Make sure your site and product images are optimized for this feature, which allows users to snap a photo and get instant results on what to do next—whether it’s finding a product, tutorial, or service.
- Optimize for Voice Search: Many users ask for instructions or solutions using voice search, particularly when multitasking. To capture these moments, optimize your content with natural, conversational language that matches voice queries. Consider phrases like “how do I…” or “what’s the best way to…” to tailor content for voice searchers.
- Offer App-Based Tools: If your brand offers an app, ensure it’s equipped with tools and features that help customers complete actions quickly. Don’t leave a customer hanging. Offering a step-by-step guide or access to customer support, apps can is a seamless way for consumers to act in their "I Want to Do" moments… without going elsewhere or venting on a forum.
- Incorporate User-Generated Content (UGC): People trust peer reviews and content more than ever. Highlight customer testimonials, real-life use cases, and UGC that show how others have succeeded with your products or services. This will help guide others to do the same, while also building brand trust and credibility.
- Streamline Mobile Experience: Since most "I Want to Do" micro-moments occur on mobile devices, your website and tools should be fully optimized for mobile. Fast load times, responsive design, and a user-friendly interface are crucial in ensuring users can complete their tasks with ease.
By focusing on these strategies, you can help guide customers through their "I Want to Do" moments and foster a seamless, action-oriented experience.
Stay tuned for the final micro moments article in our series, coming soon!
