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Measuring Micro-Moments With Google Analytics

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Micro-moments are opportunities to make a connection at the very instant a consumer has a need. These are the many moments throughout each day that people turn to their smartphones to get help.

Micro-moments are centered around mobile usage. We turn to our phones over a hundred times per day, often to fulfill a passing need, relevant only to that instant. Need a special potato salad recipe for tonight’s pot luck? Changing a flat tire? Are there any nearby theatre’s showing Shakespeare? Where is the closest pizzeria that takes reservations? These are all micro-moments in which we seek an answer on our phones. These are the moments in which consumers don’t mind businesses influencing them, as long as value is provided.

Customers award their fleeting loyalty to the businesses that provide value that meets their needs right now. In order to win their business, you need to meet them at the intersection of intent and immediacy.

You might think you know why customers are visiting your website and what their intent is, but are you certain? Let’s use Google Analytics data to uncover micro-moments. We’ll use this same data to measure whether we’re meeting customer needs.

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Measuring Micro-Moments With Google Analytics

  1. 1. By Dean Levitt Teacup Analytics Measuring Micro-Moments With Google Analytics
  2. 2. Who am I? A curriculum vitae of sorts • Born and raised on a farm in South Africa, near Johannesburg • Built Mad Mimi, acq. by GoDaddy in 2014 and was on the team that built GoDaddy Email Marketing • Previously Chief of Culture for Mad Mimi & Director of Online Support for GoDaddy • Founder of Teacup Analytics • I currently live in Tel Aviv, Israel • I run, surf and travel
  3. 3. What is Teacup Analytics? Teacup Analytics Simplifies Google Analytics for Small Businesses • Launched in March 2016 • Teacup Analytics makes Google Analytics data simple • Library of over 30 analyst-crafted reports • Innovative grading system that qualitatively analyzes web traffic • Monitors the impact that actions have on performance
  4. 4. What are micro-moments?
  5. 5. What are micro-moments? Mobile has changed our online expectations • We turn to our phones over 100 times per day1 1 Kleiner Perkins Caufield & Byers, 2013 Internet Trends Report.
  6. 6. What are micro-moments? Mobile has changed our online expectations • We turn to our phones over 100 times per day • We act on impulse, and take immediate action to find answers when we want to learn something
  7. 7. What are micro-moments? Mobile has changed our online expectations • We turn to our phones over 100 times per day • We act on impulse, and take immediate action to find answers when we want to learn something • Our actions, preferences and purchasing decisions are shaped by these moments
  8. 8. What are micro-moments? Mobile has changed our online expectations • We turn to our phones over 100 times per day • We act on impulse, and take immediate action to find answers when we want to learn something • Our actions, preferences and purchasing decisions are shaped by these moments • These are the moments in which consumers don’t mind businesses influencing them, as long as value is provided.
  9. 9. 1/3 of online consumers ages 18-34 say information discovered through search caused them to buy a more expensive product in a store if that product is more effective. Google Consumer Survey
  10. 10. What are micro-moments? Mobile has changed our online expectations • Actions are taken in the moment:
  11. 11. What are micro-moments? Mobile has changed our online expectations • Actions are taken in the moment: • We’re faced with a question
  12. 12. What are micro-moments? Mobile has changed our online expectations • Actions are taken in the moment: • We’re faced with a question • We turn to our phone
  13. 13. What are micro-moments? Mobile has changed our online expectations • Actions are taken in the moment: • We’re faced with a question • We turn to our phone • And we ask: which peanut butter is healthier?
  14. 14. Some example micro-moments How we rely on our phones to help us make decisions
  15. 15. Micro-moment opportunities The intersection of intent and immediacy • Customers award their loyalty to the businesses that provides value right now
  16. 16. Micro-moment opportunities The intersection of intent and immediacy • Customers award their loyalty to the businesses that provides value right now • You need to meet them at the intersection of intent and immediacy
  17. 17. Micro-moment opportunities The intersection of intent and immediacy • Customers award their loyalty to the businesses that provides value right now • You need to meet them at the intersection of intent and immediacy • Intent is what motivates your site’s visitors
  18. 18. Micro-moment opportunities The intersection of intent and immediacy • Customers award their loyalty to the businesses that provides value right now • You need to meet them at the intersection of intent and immediacy • Intent is what motivates your site’s visitors • i.e. Why did they visit your website?
  19. 19. Micro-moment opportunities The intersection of intent and immediacy • Customers award their loyalty to the businesses that provides value right now • You need to meet them at the intersection of intent and immediacy • Intent is what motivates your site’s visitors • Immediacy is their need right now
  20. 20. Micro-moment opportunities The intersection of intent and immediacy • Customers award their loyalty to the businesses that provides value right now • You need to meet them at the intersection of intent and immediacy • Intent is what motivates your site’s visitors • Immediacy is their need right now • i.e. How can you add value this instant, and not later
  21. 21. Micro-moment opportunities The intersection of intent and immediacy • Customers award their loyalty to the businesses that provides value right now • You need to meet them at the intersection of intent and immediacy • Intent is what motivates your site’s visitors • Immediacy is their need right now • Your goal is to be there when the customer needs you
  22. 22. But how?
  23. 23. Being there for your visitors Step 1: Uncovering & mapping out your moments • What are the moments you want to be there for. i.e. What moments do you need to win?
  24. 24. Being there for your visitors Step 1: Uncovering & mapping out your moments • What are the moments you want to be there for. i.e. What moments do you need to win? • When can you inspire? • When can you add value? • When can you answer a question? • How can you help?
  25. 25. Being there for your visitors Step 2: Action and Optimization • What is the customer experience in this moment?
  26. 26. Being there for your visitors Step 2: Action and Optimization • What is the customer experience in this moment? • How can I make this easier? Can I… • Make the information easier to find? • Help the customer make a decision? • Facilitate a purchase? • Build a relationship?
  27. 27. Being there for your visitors Step 2: Action and Optimization • What is the customer experience in this moment? • How can I make this easier? • Consider: • Site design • Content • Video • Calls-to-action • 3rd party sites and reviews
  28. 28. Being there for your visitors Step 3: Measure the moments that matter • Meet the micro-moments head on and set goals to measure success • Use Google Analytics to measure your success at meeting intent • Use Google Analytics to uncover moments
  29. 29. The four types of micro-moments
  30. 30. The 4 types of micro-moments The four moments that decisions are shaped • I-want-to-know • 91% of smartphone users turn to their phone for ideas while doing a given task1 1 Consumers in the Micro-Moment, Google/Ipsos, U.S., March 2015
  31. 31. The 4 types of micro-moments The four moments that decisions are shaped • I-want-to-know • I-want-to-go • 82% of smartphone users use a search engine when looking for a local business2 2 The Consumer Barometer Survey 2014/2015, U.S
  32. 32. The 4 types of micro-moments The four moments that decisions are shaped • I-want-to-know • I-want-to-go • I-want-to-do • Searches related to "how to" on YouTube are growing 70% year over year3 3 Google Data, Q1 2014–Q1 2015, U.S
  33. 33. The 4 types of micro-moments The four moments that decisions are shaped • I-want-to-know • I-want-to-go • I-want-to-do • I-want-to-buy • 82% of smartphone users consult their phones while in a store deciding what to buy4 4 Consumers in the Micro-Moment, Google/Ipsos, U.S., March 2015
  34. 34. I-want-to-know micro-moments
  35. 35. I-want-to-know micro-moments The “be the expert” micro-moment 69% of smartphone users are more likely to buy from a company who helps them find answers easily Google/Ipsos Consumers In The Micro-Moment Wave 3
  36. 36. I-want-to-know micro-moments The “be the expert” micro-moment • The I-want-to-know moment sets you up as an expert • This is an opportunity to create a positive perception of your brand by providing valuable information • An opportunity to build long term relationships • Examples: • The best flat screen TV 2016 • Is poinsettia poisonous to cats? • What is a good mortgage rate?
  37. 37. Uncovering I-want-to-know The “be the expert” micro-moment • In Google Analytics, click on Acquisition > Search Console > Queries
  38. 38. Uncovering I-want-to-know The “be the expert” micro-moment • Next, set the number of rows to 100 or more
  39. 39. Uncovering I-want-to-know The “be the expert” micro-moment • The lower down you explore, the more specific the queries become • Look for patterns in the queries that imply the topics that people are interested in
  40. 40. Uncovering I-want-to-know The “be the expert” micro-moment • The lower down you explore, the more specific the queries become • Look for patterns in the queries that imply the topics that people are interested in • These searchers are exploring the idea of travel to Africa • They’re looking for information above all else
  41. 41. Uncovering I-want-to-know The “be the expert” micro-moment • Consider Referral traffic in the same way • You’re looking to get a feel for your value to others • We’re looking to Google Analytics here to simply provide inspiration through implication
  42. 42. Acting on I-want-to-know The “be the expert” micro-moment • Write down the I-want-to-know moments that your visitors are experiencing • Then, review your site, especially your mobile experience • The priority should be delivering valuable content, quickly and efficiently • Any obstacles to accessing informative content ruins the micro-moment • You can nurture an ongoing relationship by offering further information in exchange for an email address
  43. 43. Measuring I-want-to-know The “be the expert” micro-moment • Bounce rate is a fair metric (and sometimes exit rate) • But beware of the bounce rate limitations
  44. 44. Measuring I-want-to-know The “be the expert” micro-moment • Bounce rate is a fair metric (and sometimes exit rate) • However, it depends on the page and your business goals: • Do you want to capture an email address? • Increase site exploration? • Drive phone consultations?
  45. 45. Measuring I-want-to-know The “be the expert” micro-moment • Bounce rate is a fair metric (and sometimes exit rate) • However, it depends on the page and your business goals: • Create goals in Google Analytics to monitor whether you’re achieving your goals as well as reaching searchers
  46. 46. Measuring I-want-to-know The “be the expert” micro-moment • Bounce rate is a fair metric (and sometimes exit rate) • However, it depends on the page and your business goals: • Create goals in Google Analytics to monitor whether you’re achieving your goals as well as reaching searchers • Overall, look at metrics that indicate engagement: • Bounce rate • Conversion rate • Pageviews per session
  47. 47. I-want-to-go micro-moments
  48. 48. I-want-to-go micro-moments The ”looking for things near me” micro-moment 79% of people use their phone in their I-want-to-go moments. Google/Purchased Digital Diary “How Consumers Solve Their Needs In The Moment
  49. 49. I-want-to-go micro-moments The ”looking for things near me” micro-moment • In I-want-to-go moments, people are seeking out a store nearby or details about a retail location • This is the brick & mortar micro-moment • It’s also important for businesses with products in retail stores • Examples: • What time does my local children’s clothing store open? • Where can I buy a Gibson Les Paul guitar in Charlotte, NC? • How do I get to there, from here?
  50. 50. Uncovering I-want-to-go The ”looking for things near me” micro-moment • First, think of local traffic (especially if you have a retail location) • Download my Google Analytics Local SEO report here • You’re going to want to see your traffic coming from your local area:
  51. 51. Uncovering I-want-to-go The ”looking for things near me” micro-moment
  52. 52. Uncovering I-want-to-go The ”looking for things near me” micro-moment • Some caveats about this report: • This report can drill down to the city level • But starting at the metro area smooths out inaccuracies in IP locations • I did not segment this report to mobile traffic only • If your traffic is not local, then explore why
  53. 53. Uncovering I-want-to-go The ”looking for things near me” micro-moment • Drill down past the city level to see which landing pages your local traffic arrives at • Landing pages offer clues to what potential customers are searching for • Referral traffic can highlight intent, too • Websites like Yelp or TripAdvisor are often used when customers are trying to figure out where to go right now • If local press sites are referring your website, read those articles that link to your business to learn about your visitor expectations
  54. 54. Acting on I-want-to-go The ”looking for things near me” micro-moment • Start with making sure Google has your business details • Registering your business with Google My Business is absolutely vital
  55. 55. Acting on I-want-to-go The ”looking for things near me” micro-moment • Start with making sure Google has your business details • This gives Google information about your retail locations and online presence • You’ll stand out in searches, especially in mobile, I-want-to-go searches
  56. 56. Acting on I-want-to-go The ”looking for things near me” micro-moment • Start with making sure Google has your business details • This gives Google information about your retail locations and online presence • Schema’s LocalBusiness vocabularies helps search engines understand your website
  57. 57. Acting on I-want-to-go The ”looking for things near me” micro-moment • Start with making sure Google has your business details • This gives Google information about your retail locations and online presence • Schema’s LocalBusiness vocabularies helps search engines understand your website • Register your site on directories and review sites. I recommend Locu.
  58. 58. Acting on I-want-to-go The ”looking for things near me” micro-moment • Start with making sure Google has your business details • This gives Google information about your retail locations and online presence • Schema’s LocalBusiness vocabularies helps search engines understand your website • Register your site on directories and review sites. I recommend Locu. • Be mobile-first! • Have a clickable phone number • Super clear navigation • Fast loading pages
  59. 59. Acting on I-want-to-go The ”looking for things near me” micro-moment • Start with making sure Google has your business details • This gives Google information about your retail locations and online presence • Schema’s LocalBusiness vocabularies helps search engines understand your website • Register your site on directories and review sites. I recommend Locu. • Be mobile-first! • Consider other languages • In towns that have a lot of foreign tourism, many locations include versions of their site in the more common traveler languages
  60. 60. Acting on I-want-to-go The ”looking for things near me” micro-moment • This is also an AdWords opportunity • Advertising on mobile and local metro areas allows you to run highly targeted, cheap and profitable ad campaigns • You can offer special “today only” deal or “book now” options • By focusing on the I-want-to-go search terms, you can run a cheap, effective ad campaign
  61. 61. Measuring I-want-to-go The ”looking for things near me” micro-moment • I use Teacup’s mobile traffic report or my Google Analytics mobile verion • This report shows your mobile search traffic quality and engagement • The report also includes the keywords searched, user type and landing pages
  62. 62. Measuring I-want-to-go The ”looking for things near me” micro-moment • I use Teacup’s mobile traffic report or my Google Analytics mobile report • Here, we’re looking to see engagement so bounce rate matters again • And as before, aim to measure conversions • Coupons • Bookings • Call tracking
  63. 63. Measuring I-want-to-go The ”looking for things near me” micro-moment • I use Teacup’s mobile traffic report or my Google Analytics mobile report • Here, we’re looking to see engagement so bounce rate matters again • And as before, aim to measure conversions • If you go the AdWords route, make sure you can measure offline conversions • Teacup has a mobile AdWords report here.
  64. 64. I-want-to-do micro-moments
  65. 65. I-want-to-do micro-moments The ”how to” micro-moment More than 100M hours of how-to content have been watched in North America in 2015 Google Data, 2015, North America
  66. 66. I-want-to-do micro-moments The ”how to” micro-moment • For big projects and small fixes, people look for how-to videos on YouTube, increasingly on mobile • Nearly one third of millennials have purchased a product as a result of watching a how-to video1 • These are practical tasks to creative tasks like cooking, painting, beauty tips and DIY • Examples: • How to apply sunset eye shadow • How to hang a painting 1 Google Consumer Survey, April 2015
  67. 67. Uncovering I-want-to-do The ”how to” micro-moment • This micro-moment is an easier one to explore in Google Analytics • YouTube videos, recipes, and step by step instructions meet I-want-to-do moments • The type of content that meets consumer intent at this moment must be direct, clear and actually tell the visitor how to accomplish their task in simple steps • A page on your site either has an instructional video, or it does not
  68. 68. Uncovering I-want-to-do The ”how to” micro-moment • In Google Analytics, the Content Drilldown report is fantastic • provided you’ve organized your site by different folders, for example mysite.com/woodwork/… • This report then shows you the engagement stats related to each topic. • Avinash Kaushik has a custom report that he recommends. • You’re looking to see which how-to topics are getting traffic, engagement and even conversions • In Google Analytics, click on Behavior > Site Content > Content Drilldown
  69. 69. Uncovering I-want-to-do The ”how to” micro-moment • In Google Analytics, click on Behavior > Site Content > Content Drilldown
  70. 70. Uncovering I-want-to-do The ”how to” micro-moment • You can keep an eye on your pages individually, too • I like the Teacup Analytics report called What Is My Most Viewed Content because it includes relevant data side by side. • Here I see traffic sources by channel for each page, • Also segmentation by device type so I can track mobile traffic as well.
  71. 71. Uncovering I-want-to-do The ”how to” micro-moment • If you have video, don’t forget to look at YouTube’s analytics. • You’ll find a wealth of information in the Creator Studio under Analytics but my favorite is drilling down on Traffic sources • Go to Analytics > Traffic sources > YouTube Search • This is extremely informative in understanding what people are searching for in this I- want-to-do micro-moment
  72. 72. Uncovering I-want-to-do The ”how to” micro-moment • Go to Analytics > Traffic sources > YouTube Search
  73. 73. Acting on I-want-to-do The ”how to” micro-moment • Your website can be the helping hand
  74. 74. Acting on I-want-to-do The ”how to” micro-moment • Your website can be the helping hand • Tasks need tools. Chances are, you’re a tool seller, in a manner of speaking • If your website sells bowties, you’ll be poised to sell them a range of ties • Sell makeup? Tutorials on getting smokey eyes encourages sales of eye shadow
  75. 75. Acting on I-want-to-do The ”how to” micro-moment • Your website can be the helping hand • Tasks need tools. Chances are, you’re a tool seller, in a manner of speaking • You can help that customer improve their lives with new value and new products
  76. 76. Acting on I-want-to-do The ”how to” micro-moment • Your website can be the helping hand • Tasks need tools. Chances are, you’re a tool seller, in a manner of speaking • You can help that customer improve their lives with new value and new products • There’s the rapport that you build with the customer leading to long term relationships
  77. 77. Acting on I-want-to-do The ”how to” micro-moment • Your website can be the helping hand • Tasks need tools. Chances are, you’re a tool seller, in a manner of speaking • You can help that customer improve their lives with new value and new products • There’s the rapport that you build with the customer leading to long term relationships • Have an explicit call to action on every page that maps to the I-want-to-do micro- moment
  78. 78. Measuring I-want-to-do The ”how to” micro-moment • Consider a simple survey on the how-to pages • Ask visitors if they found this article helpful • If a majority of people find your tips useful, then you know there is value in your content! • The stark choice between just yes and no keeps the feedback brutally clear. The less gray area, the better!
  79. 79. Measuring I-want-to-do The ”how to” micro-moment • The primary data are the basic engagement metrics as discussed earlier • If your content is intended to help drive sales, conversion rates are the main key performance indicator • Segment your traffic sources by device and channel • YouTube’s analytics can help you learn if people are paying attention • In the Creator Studio click on Analytics > Audience retention. • Here you’ll see your average view duration overall and for each video.
  80. 80. Measuring I-want-to-do The ”how to” micro-moment • Average view duration indicates how sticky your video is. • This also lets you know how quickly you need to get to the point in your videos. • You might be wasting too much time on introductions and fluff which is driving people away to other videos that get to the point. • If people are jumping ship before you get to the crux of your video, then you know you’re losing people before they get any value.
  81. 81. I-want-to-buy micro-moments
  82. 82. I-want-to-buy micro-moments The ”shopping assistant” micro-moment 93% of people who use a mobile device for research go on to make a purchase Google/Nielsen, "Mobile Path to Purchase" study
  83. 83. Uncovering I-want-to-buy The ”shopping assistant” micro-moment • This micro-moment isn’t quite what you think • This is NOT a moment that a visitor is ready to purchase something on your ecommerce site • This is not about getting customers to your checkout cart • The I-want-to-buy micro-moment is about assisting a purchase decision • Let’s look at an example: buying a surfboard
  84. 84. Uncovering I-want-to-buy The ”shopping assistant” micro-moment • I chose the Boss because • the moves suit my style of surfing better • catching small waves is easy • it’s suitable for the slightly larger winter waves too • Without this information, I’d have delayed my purchase decision • Sunova was there to meet my intent beautifully
  85. 85. Uncovering I-want-to-buy The ”shopping assistant” micro-moment • Finding the information about I-want-to-buy micro-moments in Google Analytics is trickier than uncovering data about other moments • Step outside of the web analytics box and turn to your customers • Ask them, in person, what helped drive their purchase decisions • Ultimately, it’s about being prepared to aid the buying process if you sell both offline and online
  86. 86. Acting on I-want-to-buy The ”shopping assistant” micro-moment • Provide with the relevant information to help purchase decisions • What are the questions they’d ask if you were standing next to them? • Why is this product more expensive than that one, is it better quality? • Why is this product cheaper, is it just as good as the more expensive competitors? • Crafting content to answer these questions and providing access to answers will smooth the purchase process • A key element in meeting customer intent in this micro-moment is customer reviews • Make it easy to take the plunge and make that purchase.
  87. 87. Acting on I-want-to-buy The ”shopping assistant” micro-moment • Wherever the I-want-to-buy micro-moment occurs, you should be there • This means display advertising, remarketing, showing nearby retail locations and inventory, online checkout and phone support • Whatever fits your business model and product range, if there’s a touchpoint, there should be an opportunity to help move the customer toward the purchase itself
  88. 88. Measuring I-want-to-buy The ”shopping assistant” micro-moment • There is no one place you can turn to measure the I-want-to-buy micro-moment • Surveys, online and in-store, can be the closest thing to measurement techniques • By asking what customers looked at before their purchase, what they felt was missing, what sealed the deal etc., you’ll learn where to invest more time and effort • The bottom-line metric, when it comes to I-want-to-buy moments is, simply, sales
  89. 89. Being there when it counts Micro-moments matter 90% of smartphone users are not certain of the brand they want to buy from when they begin looking for information online Consumers in the Micro-Moment, Wave 3, Google/Ipsos, U.S., August 2015
  90. 90. Being there when it counts Micro-moments matter • When it comes to all micro-moments, being there at the moment is critical to improving the experience for your customers • Provide relevant information in the moment or your customers will move on quickly • Ask yourself what action a site visitor should take to get the most value out of this micro-moment • By anticipating the visitor needs and making it up-front and clear, you’ll remove a ton of friction • Be there for your customers in the moment
  91. 91. By Dean Levitt Teacup Analytics dean@teacupanalytics.com Questions?

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