Everything is fast-paced these days, and businesses have a big challenge to keep up with how people's habits are changing. Think with Google [source ] consistently reporting that people now demand quicker answers and more efficient access to information. And according to an October 2023 McKinsey Survey nearly 60% of both Gen Z and Millennials are reportedly willing to pay for same-day delivery. This implies the desire for faster delivery options even if it comes at an additional cost.
This article explores why it's important for businesses to stay on top of the way people's behaviors are changing. We'll also check out how some well-known companies are grabbing attention and boosting sales, even in a world where distractions are everywhere.
Why it’s challenging
World of business has become very competitive, and attracting and keeping users' attention is a real battle. Every business is trying to make itself seen. To stay competitive, businesses must adapt to these changing expectations. Failure to do so could result in missed opportunities and the loss of potential customers. This is particularly crucial when attracting new leads with a product revamp. It's not just about giving the product a fresh look; it's about understanding what keeps today's consumers engaged.
If users with short attention spans visit a website or app and find it too complex or overwhelming, they might leave quickly. This increases the website's bounce rate, which is the percentage of visitors who leave after viewing just one page.
For an example, consider a fitness app that updates progress once a week. Users have to wait a week to see their improvements. This delay can demotivate them. They might switch to another app that gives real time feedback during a workout. This not only affects user engagement but loss of customers and potential revenue.
To attract and retain users' attention in a competitive market, businesses need to create engaging content. This can lead to higher costs for acquiring new customers, requiring more spending on marketing and advertising.
Let’s look at some approaches businesses can use to adapt to these changes.
Micro Moments
Think of micro moments as those quick, "I want to know the flights today” or “ “salons near me” or ,“cafes open now” times when you grab your phone to look something up. These moments represent both impromptu decisions and emergency situations. By focusing on these quick moments, businesses can grab customers' attention when they're really looking for something, which can lead to more sales & more brand awareness.
How to identify micro moments during a re-design.
.jpg)
- Track and Map: Watch what users do on your site and sketch out their journey to spot patterns and main user interactions.
- Identify key moments: Look for moments in the user journey where they need to make quick decisions or take fast actions.
- Find the triggers: Figure out what might be pushing users to act in those moments, like the time of day, where they are, or what device they're using. This will helps in creating a user experience that is intuitive, relevant, and timely.
- Validate the Moment: Ask yourself: Will this help users or annoy them? How will addressing this moment help our business? Can we actually make this change?
- Measure Success: Decide how you'll know if you've successfully addressed these moments, like seeing more user engagement or higher sales.
Free Workbook to Identify Your Products Micro Moments
Get your free workbook to help you find and make the most of micro moments, just drop your email below.
Common mistakes made when introducing micro moments.
Don't go overboard and throw in too many micro moments as you don't want to confuse your users. Focus on the most critical moments that align with users' immediate needs. Remember, the goal is to enhance the user experience, not overwhelm your users with too many options or features.
Avoid adding unnecessary features just for the sake of innovation, every addition should serve a clear purpose and align with your users' intentions. Overloading your product with too many features can strain your resources. It's important to prioritize features that will have a significant impact on user satisfaction and business outcomes.
Remember Google Wave from 2009 to 2012?. It’s a classic example of a product that tried to serve so much and ended up failing. Back in the days it was well intentioned in its attempt to address micro moments in communication by combining features of email, chat, social media, and working together on documents all in one place. But it was too much, users weren't sure when or how to use it properly. In the end, all that effort led to its downfall.
User: "I want to know if this product is in stock to purchase"
Bad Implementation: Only showing available stocks when users attempt to add an item to their cart, without any prior indication on the product page.
Good Implementation: Clearly display product availability/out of stock on the product page. Optionally, provide an immediate option to be notified about restocks.
Snackable Content
Just like snacks content should be easy to digest and hard to resist. Break down information into small pieces that users can quickly consume. This kind of content is perfect for when you're short on time or just scrolling through your phone.With short and catchy content, businesses can keep users interested, so they stick around longer and get to know the brand better.
Reward Instant Gratification
This is about giving people what they want right away.When users click, like, or buy something, they like to see something happen immediately. Rewarding instant gratification means making sure they get that quick satisfaction, whether it's a fast reply, immediate access to a new feature, or a quick look at what they just bought. This way businesses can make users happier and more likely to come back and buy again.
Products that use this approach to stay compelling
The job search function in Linkedin relied heavily on keyword searches and browsing through a vast list of filter options but recently in 2024 linkedin launched a new look with suggested options upfront
This approach can keep users engaged for longer and potentially reduce bounce rates, as they find what they're looking for quickly and efficiently.
Uber driver app
The Uber driver app is a great example of leveraging micro moments to enhance user experience. Drivers can see and accept new ride requests as they approach the end of their current trip, allowing them to quickly assess new rides without wasting time.
Additionally, every completed trip earns points in the Uber Pro program. This immediate reward encourages drivers to stay active on the platform, especially during peak hours when bonus points are offered.
Wise
This was initially called Transfer Wise and then revamped as Wise. In the new version it’s clear how they have enhanced the experience with snackable Content. Their website offers easily digestible information, like how to send money across. They made the processes to be easy to grasp within a few steps.This focus on user experience have led to increased user satisfaction and potentially higher conversion rates, meaning more users are likely to complete money transfers through Wise.
Visual Search Apps (e.g., Pinterest Lens, Amazon Lens)
Traditional users used to search for products online relied on text descriptions and keyword searches but now it is slowly shifting towards visual searching. Big companies like amazon and pinterest are already seeing high volume conversion rates.
This is a micro moment where users can instantly search similar or identical products by taking a picture with their phone. Users can easily find what they want to buy & potentially make purchases within seconds. These drive more traffic to online and also to in-person stores, leading to a significant boost in revenue.
How to leverage these in your business
When your product provides solutions for immediate needs as required, users are more likely to turn it into a habit to use your product whenever they have a similar need. It's like how we always use the same "Map" app every time we need to find a location, right?
Rewarding your users is also crucial because it gives them the joy to come back for more. If your app involves complex tasks or learning, divide them into smaller parts. It's less overwhelming and easier to manage.
It's all about making life less stressful for your daily users, especially if you're running a B2B app. For instance, let's say your app is designed for managing projects. A micro moment might be when someone wants to check a task's progress. Make sure your app gives them what they need right away, so they don't have to waste time searching. Similarly, if your app is centered around ‘Data’, giving insights or visualizations instantly can save users from the stress of waiting, enabling them to make decisions on the spot.
Wrapping it up
Revamping a product is not just about adding new features; it's about staying ahead in a fast-changing market. Failing to adapt to these changes can result in your once popular product being overshadowed by newer, more relevant products.
As a business owner, staying adaptable is key to long-term success. Techniques like micro moments, snackable content, and rewarding instant gratification can help you grab and hold onto the right kind of attention. Being flexible, always ready to learn something new, and watching out for the next trend are crucial for staying on top.
It's important to note that redesigning doesn't have to be a complete overhaul. With this approach, you can keep users engaged even with a subset of features while the rest of the product is being re-designed and launched. This way, your business doesn’t just keep up, it leads the way!
