The document provides 3 steps to win mobile consumer decisions: 1) Be there by optimizing search visibility and coverage, 2) Be useful by addressing common consumer problems and needs through how-to videos, and 3) Be quick by streamlining tasks, anticipating consumer needs, and optimizing site speed.

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Win mobile consumer decisions with these 3 easy steps
IS YOUR MOBILE STRATEGY SOUND ?
1: Be there. Make sure you appear in all industry relevant searches
Grab a mobile device and do some simple search queries relevant to your brand. Are you
there? Evaluate your brand’s ‘share intent’ metric. Share intent is how many times a brand
was there as a fraction of all category-relevant searches. How does your presence compare
with that of your competition? Use this information to cover the gaps you have discovered by
boosting your ad coverage across different micro-moments
3: Be quick. Enable your site’s users to get tasks done easily and quickly using these simple steps
• What is the main goal you are trying to achieve with your site ? Think of how you can eliminate
unnecessary steps which hinder users from achieving this goal quickly. For example, you can use
drop-down menus that limit extensive typing when filling forms.
• Anticipate consumer needs. Find out what most users do on your site. Place the calls-to-action
for these primary activities prominently on your site and hide others under menus.
• Ensure your site is technically optimized to load pages quickly. The page speed insight tool will
help you to rate your site’s load time and it will also generate recommendations on how to
increase its speed.
2: Be useful. Make it easy for consumers to find answers to their queries
Find out what the most common problems and needs that your target audience has and
show how your product or service addresses these problems and solves them. This may be
in the form of how-to videos showing how useful your product is in resolving the specific
problems you are aiming to solve.