Highlights: Mobiel neemt de wereld over Micromomenten zijn ontzettend grote kansen Gebruikers hebben weinig geduld

1. Micro-Moments
winning the biggest opportunity
in the smallest moments
Daan Suijlen
Agency Development Manager

2. So much
than a mobile phone
MORE

11. EVERY MICRO-MOMENT IS
A MACRO OPPORTUNITY

12. Confidential & ProprietarySource: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Mobiele
telefoons…
in 1999

13. WELKOM IN
2016WAAR MOBIEL
CENTRAAL
STAAT!

14. WAAR
1.8
MILJARD
FOTO’S
DAGELIJKS
GEUPLOAD
WORDEN...
Source: report Internet Trends 2016 by Mary Meeker

15. WAAR WE ETEN
BESTELLEN IN DE
TRAM
EN HET KLAAR STAAT
ALS WE THUIS ZIJN

16. WAAR WE
ALTIJD EN OP
IEDER
MOMENT
ONZE EMAIL
LEZEN

17. WAAR WE
CONSTANT OP
ZOEK ZIJN NAAR
INFO

18. WAAR WE IN
DE WINKEL
PRODUCTEN
VERGELIJKE
N

19. Confidential & ProprietarySource: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
forecast
40%
Waar u doelgroep mobiel is

20. OPTIMALE ERVARING
INZICHTELIJK MAKEN VAN
RESULTAAT
RELEVANTE ADS
HOE
SUCCESVOL
TE ZIJN MET
MOBIEL:

21. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Geef bezoekers wat ze willen, op hun manier binnen een
gebruiksvriendelijke omgeving
OPTIMALE
ERVARING

22. Google Confidential and ProprietaryGoogle Confidential and Proprietary
OPTIMALE ERVARINGEN
Verschillende tools & manieren
om de ervaring te testen
UX
EVALUATION
and optimization
suggestions
PageSpeed
Techincal evaluation
on your site/app
performance
Prototype
Project
Prototype of de
msites and apps
Pre-Designed
Widgets
Programming
templates to help
build your platform

23. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Google Confidential and Proprietary
Mobile Site analysis and optimization suggestions
Site Search
Ability to Convert Form Entry
Homepage & Site Navigation
Usability & Form Factor
WAT MAAKT EEN GOEDE MSITE

24. Our Results: 25 Design Principles
Homepage &
Site Navigation
Site
Search
Ability to
Convert
Form
Entry
Usability &
Form Factor
❑ Site search is visible
❑ Use filters to improve search results
❑ Search results are relevant
❑ Guides users to better results
❑ Menus are short and sweet
❑ Calls-to-action are front and center
❑ Easy to get back to the homepage
❑ Promotions don’t steal the show
❑ Click-to-call is present
❑ Users can purchase as a guest
❑ Users can explore before committing
❑ Easy to finish on another device
❑ Existing information is used
❑ Info entry is streamlined
❑ Uses toggles/dropdowns to simplify input
❑ Visual calendars used for data selection
❑ Minimize errors with real-time validation
❑ Form design is efficient (auto-fill)
❑ Entire site is optimized for mobile
❑ Don’t need to pinch + zoom
❑ Product images are expandable
❑ Shoppers are told which screen orientation is best
❑ Users aren’t brought to new browser windows
❑ Site avoids “full site” labeling
❑ Site is clear about why it needs user’s location

25. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Google Confidential and Proprietary
Gebruikers hebben weinig geduld
Verlaten de site als
het >3 sec duurt om
te laden
Verwachten een
pagina in <= 2
sec te openen
40% 47% 52%
Vinden snelheid
belangrijk voor hun
brand loyalty
Source: Kissmetrics

26. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Google Confidential and Proprietary

27. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Google Confidential and Proprietary

28. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Target gebruikers met producten en diensten op het juiste
moment met de juiste boodschap!
RELEVANTE
ADVERTENTIES

29. Alle Digitale
Momenten
Ontmoet Amy
18,701
momenten
Luth Research ZQ Intelligence™ - Cross Platform Digital Behavior Measurement, Nov-Dec 2014.
Nov 8 Nov 18 Nov 28 Dec 8 Dec 18 Dec 28

30. Lastig om Amy te bereiken
Entertainment
Alle Digitale
Momenten
Games
Social
Nov 8 Nov 18 Nov 28 Dec 8 Dec 18 Dec 28
Luth Research ZQ Intelligence™ - Cross Platform Digital Behavior Measurement, Nov-Dec 2014.

31. Dating
Black
Friday
HD TV
Disney
World
Pizza
Potentiele momenten om Amy te
bereikenAll Digital
Moments
Luth Research ZQ Intelligence™ - Cross Platform Digital Behavior Measurement, Nov-Dec 2014.
Nov 8 Nov 18 Nov 28 Dec 8 Dec 18 Dec 28

32. High-consideration customer
journey van Amy
Disney
World
419
moments
Luth Research ZQ Intelligence™ - Cross Platform Digital Behavior Measurement, Nov-Dec 2014.

33. Amy’s Micro-moments
(34) Search
(5) Video
Disney
World
(380) Web
FPO
FPO
FPO
Luth Research ZQ Intelligence™ - Cross Platform Digital Behavior Measurement, Nov-Dec 2014.
Waren op mobiel!
Nov 8 Nov 18 Nov 28 Dec 8 Dec 18 Dec 28
87%

34. I-want-to-know
moments
I-want-to-go
moments
I-want-to-do
moments
I-want-to-buy
moments
I-want-to-watch
what-I’m-into moments
Vijf belangrijkste momenten

35. I-want-to-know
moments I-want-to-go
moments
82%
of smartphone users use a
search engine when
looking for a local business
I-want-to-do
moments
I-want-to-buy
moments
2X
increase in “near me”
search interest in the
past year
I-want-to-go
moments
I-want-to-watch
moments

36. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Meet de juiste metrics en interacties
METEN

37. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Google Confidential and Proprietary
X-device measurement
GOOGLE’S XDEVICE TRACKING SUITE: USING THE LATEST TECHNOLOGY
Estimated Cross Device
ConversionsUser ID
FEATURE AVAILABLE IN
ADWORDS
FEATURE AVAILABLE IN
GOOGLE ANALYTICS

38. LEADS
GENERATIO
N
CALLS TO
YOUR
COMPANY
MOBILE
COMMERC
E
CROSS-
DEVICE
APP
DOWNLOADS
STORE VISITS
SITE
TRAFFIC
USER
ENGAGEMENT
MOBIEL IS MEER DAN ALLEEN E-
COMMERCE!

39. JUISTE
METRICS
METEN
OPTIMALE
ERVARING
RELEVANTE
ADVERTISING
Juiste KPI per micro
moment
Micro moments -
moments that matter
Geef bezoekers wat ze
willen, op hun manier!

40. WELKOM IN
2016WAAR MOBIEL
CENTRAAL
STAAT!

41. T H A N K Y O
U