Being There: I Want to Buy Moments

     
     

Published: November 20, 2017

Finally. After all this time of patiently supplying visitors and potential customers with the helpful information they need to get places and complete tasks, they are ready to get out their wallets.

In I Want to Buy moments, people tend to know what they want, but need a little help deciding where or how to make a purchase. Some need just a bit more information to choose between closely related products. Many will already be familiar with who you are and what you offer because you’ve been there for them in their Know and Do moments.

However buyers arrive at their I Want to Buy moments, this is the most critical time for your presence to be visible, accessible, and helpful.

What Are Consumers Buying?
People make purchases all day long: from their morning coffee to major expenses, we’re all at various stages in the buying process almost all the time. During I Want to Buy micro-moments, however, people have done the research and comparisons and are ready to close the deal. Here are the most common things Google has found people searching for in these moments:
  • Shopping. Once a consumer has decided to purchase an item--say, a television--the I Want to Buy micro-moment happens when they pick up their phone to see who is having a sale or which brand may be the least expensive.

  • Food & Grocery. From searching for specialty items in a recipe to looking for a farmer’s market in the summer, these shoppers are hungry for a sale.

  • Restaurants & Bars. These moments can be similar to I Want to Go moments, but also include things like pizza delivery and ordering items to pick up.
What Kind of Content Belongs Here
For retail and service establishments, advertising related to current sales and promotions are obvious choices for I Want to Buy moments.

Aside from that quick selection, there’s more information that consumers are looking for and many of them treat their smartphones like a personal shopping assistant. Why does this brand cost more? Is it worth the difference? Consider your differentiators and make sure you have plenty of content to be found.

The Need for Speed
During I Want to Buy micro-moments, consumers who are ready to buy want to do so quickly and without extra hassle. Make sure your page load times are fast, that forms don’t contain unnecessary fields, and that there aren’t too many steps needed to complete a sale. Make it simple for first-time customers to complete a transaction without having to create an account (save that for after the purchase), and provide plenty of payment options including Android Pay and PayPal.

It’s also a good idea to let promotions and coupons resurface during checkout. For example, if you have a field on your payment screen for a coupon code, provide an offer such as free shipping or a small discount to satisfy the need for a deal without sending shoppers hunting on other websites for coupon codes.

In our next post, we’ll dig a little deeper into how site speed affects consumer behavior and how you can satisfy today’s expectations of no-delay shopping. See you in a jiffy!


Categories: Responsive Design
Tags: Mobile Design, Mobile Marketing, Google, Marketing, Mobile Friendly, Micro Moments, Grow Your Business


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