8 Ways Micro-Moments Impacted Customer Behaviour

Companies are making it easier and easier to get information into the hands of consumers when they need it, and are taking advantage of the micro-moments; the on-the-go, got-to-have-it-now moments throughout the day that shape our decisions as consumers. These micro-moments, which were first introduced by Google, are game-changers in world of travel. So what are micro-moments and when do they happen?

To best understand micro-moments, let’s take a look at a day in the life of a consumer: Meet Katrina.

micromoment Katrina

Check out when and where micro-moments can shape Katrina’s daily life as a consumer and influence her purchasing decisions. (Spoiler: Katrina’s customer journey took place over 1 day – or to be more exact, her journey had: 8 touch-points, 5 locations, and 3 different devices!)

8:30 AM – Katrina hops on the metro, daydreaming of sun, surf and sand for her upcoming holiday. To pass the time and to satisfy her seemingly far off dreams, Katrina pulls out her smartphone and searches “Best Tropical Vacation Destinations”. She makes her way to a travel site’s blog post called Our Top 10 Favourite Tropical Vacation Destinations ­– the post is useful, informative and from a reliable source. Right away, Katrina gets excited. Mexico, anybody?!

micro-moments

I-want-to-go moment

10:30 AM –Mid-morning, Katrina is trying to stay focused, but finds herself curious about Mexico. On her desktop, she searches “How much does it cost to fly from Copenhagen to Cabo, Mexico?” The first result of the search brings her to a trip-planning calculator, breaking down the expenses of flights, accommodations and entertainment. It shows her some options that fit within her budget and prompt her to book her getaway – but Katrina’s not hasty and needs to do some more research. She goes to exit the browser and is promptly offered a 15% off coupon in exchange for her email address.

micro-moments I-want-to-know moment

12:30 PM – At lunch, Katrina’s colleagues take turns sharing their plans for the much-anticipated holiday. Her phone buzzes in her pocket: she’s received an email with not only the 15% off coupon that she was promised, but a list of flights on sale and hotels that have special offers. Maybe her getaway is within reach after all…

3:00 PM – That mid-afternoon feeling hits, and Katrina can’t shake the thought of spending the holidays with her toes in the sand and filling up on tacos. Stomach grumbling, she searches “Best Taco restaurants in Cabo” only to reveal a list of the best-reviewed taquerias, complete with photos and prices.

4:30 PM – Bundled up from head to toe, Katrina faces the cold and gets ready for the commute ahead. As she sits on the metro, she only has one thought: “Okay, I’ve had enough – Mexico here I come!” On her smartphone, she compares the prices of flights. Even though she’s got that 15% off coupon, she does some comparing. It looks like there’s a better deal on a flight AND it comes with a free night at a hotel. This is too good to be true, right? Katrina adds it to her online shopping cart right away to check if there are any hidden fees; she fills in her contact details but doesn’t want to complete the payment on her smartphone.

7:30 PM – After another quick check using that same trip-planning calculator while out for dinner, Katrina is ready to buy. Once she’s home, she pulls out her laptop and completes the booking.  

micro-moments I-want-to-buy moment

3 WEEKS LATER

1:00 PM – Katrina hops off the plane in sunny Mexico. Right away she wants to know how to get to her hotel, and looks up “Taxis in Cabo” on her smartphone– right away, she is taken to a live map where she can see all of the available taxis within 1 km of her location.

micro-moments I-want-to-go moment

3:00 PM – She has finally made it to her hotel – it looks just like the reviews and photos she saw online. Now all that’s left to do to kick her feet up and get some sun… Lucky for her, the local weather forecast and nearest margarita bar is just one online search away.


Katrina’s customer journey took place over 1 day – or, 8 touch-points, 5 locations, and 3 different devices. Each of these micro-moments contributed to Katrina’s decision to make a purchase. So you can see why micro-moments are changing the customer journey and the way that travel brands can interact with customers, right?

Still not convinced? The proof is in the numbers.

  • 46% of travelers who conduct travel research on a mobile device say that they made a final decision to book while on their device, but moved to another device to make/complete the booking (Google).
  • In 2015, conversion rates on mobile travel sites has grown to 88% (Google).
  • Mobile device flight-related searches on Google.com were up 33% year after year; but mobile device hotel-relted queries are up 49% (Google).
  • One study reveals that one customer journey included 419 digital moments researching her trip over 2 months – 5 videos, 380 web page visits, 34 searches. 87% of these moments happened on a mobile device. (Google)

How do I know when the time is right? Take advantage of the four key micro-moments that count!

  • I-Want-to-Know Moments : 66% of smartphone users turn to their smartphones to learn more about something they saw in a TV commercial. (Google)
  • I-Want-to-Do Moments : Searches related to “how-to” on YouTube are growing 70% year-over-year. (Google)
  • I-Want-to-Buy : 82% of smartphone users consult their phone while in a store. (Google)
  • I-Want-to-Go Moments : “Near me” searches have grown 2X in the past year. (Google)

Simply put, micro-moments matter. Leveraging data about your visitors allows you to customize your website and tailor these micro-moments – leading to more conversions. At Bellmetric, we provide the tools to engage shoppers in all of life’s important (micro-)moments in ways that help convert visitors to customers time and time again.

Check out how Macy’s conquered omnichannel here.

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