How micro-moments keep your social media mobile ads underperforming and 3 easy fixes to raise conversion between 7–14%
What you need to know:
1. Mobile has changed the rules of user interaction
Our relationship with our mobile phone is the polar opposite of the one we have with our laptop or desktop computer. While the former resembles more speed-dating, we could better describe the latter as a long-lasting relationship. Of course, I am referring to how our mobile and computer sessions look like.
According to data from Google, while the average person spends 177 minutes on his phone each day, these mobile sessions average a mere 1 minute and 10 seconds long. This is the complete opposite of fewer computer sessions in number and much longer in duration. In fact, the difference between computer and mobile sessions is so vast that we needed to employ a new term to describe them, that of micro-moments.
Micro-moments are critical touchpoints within today’s consumer journey, and when added together, they ultimately determine how that journey ends.Think with Google
The consumer journey in mobile platforms consists of countless micro-moments, moments when we turn to our device to take action on whatever we need. It’s within those moments that we search the web, communicate, purchase products, get the latest information from social media, and of course, interact with brands through strategically placed promoted content.
2. The consumer journey in mobile is goal oriented
We can categorize the user interaction into four main groups: I want to know, I want to go, I want to do, and I want to buy moments. All these micro-moments fundamentally are moments of decision-making. In each one of these short-time sessions, the user is actively filtering the information provided by the internet and makes his opinion for all sorts of things, such as his next travel destination, next purchase, or your brand.
And more importantly, this approach extends in-app. User sessions on Twitter or Facebook tend to be extremely goal-oriented.
When a user starts a session on Facebook, he wants to compose a status update, see his friends’ updates, read the latest news from the pages he follows, comment and like the posts on his wall; if he’s on Twitter, then he wants to tweet, retweet, favorite and follow. In both cases, following links to external content such as landing pages, sign-up forms, or the App Store will inevitably lead to the termination of his current session in the social media. This goes against his initial “I want to know/go/do” decision, and thus promoted content is habitually skipped.
An interesting metaphor is to describe this behaviour as the law of inertia in the social media: “It is the tendency of a user to resist a change in his goal-oriented micro-moments”
Micro-moments are merely touchpoints within a single flow of events. They do not extend to secondary flows created by the user interaction with promoted material.
3. Understanding the user psychology
The basic drives behind the mobile experience are the desire to continue seeing contextual content (such as the tweets of your followers) and the impulse to jump into any eye-catching, relevant, and to stimulate promoted material (such as registering for a discount coupon or getting a new app download).
Consequently, the decision depends on how interesting the social feed looks at a given moment, how relevant the promoted content is, and various external factors.
On the other hand, computer users tend to engage more often with promoted content in social media by implementing multiple secondary flows into their internet sessions. Simply put, their customer journey is not structured into micro-moments. All their goals and impulses co-exist within a continuous multiverse of flows.
Users that engage through an ad on their computer are more likely to click and open multiple links in separate tabs, then view them after they finish their social media session or in between while switching back and forth.
This multi-flow customer journey in desktop computing vs. the single-flow micro-moments oriented customer journey in mobile has a significant impact on how a digital marketeer should strategize his campaigns.
How to tackle this problem:
1. Go native
The most obvious step is implementing as much native promoted content as possible. Use a signup form inside a tweet to subscribe users, directly engage in conversation with prospective clients, use a medium instead of the traditional website blog. Try to engage within the community instead of taking your users outside the platform.
There is only one exception in that rule: Mobile apps
Although getting the app means for the users to briefly connect to the App Store or Google Play and consequently terminate their previous session, users are actually willing to do that, …which actually makes sense. Downloading and installing apps is the only internet activity exclusively reserved for your time on mobile, and trying new apps remains one of the core satisfaction while using a smartphone.
2. Do not distribute your budget evenly
If your target group is computer users (you could be making software or developing services that are most likely to be accessed from desktops, ex. coding courses), do not distribute your advertising funds evenly between desktop and mobile users. Even when most of your traffic comes from mobile devices, data suggest that mobile users will not prioritize signing up for desktop services while being on mobile. As a result, your conversion rates will appear lower and your PPC higher.
3. Focus on conversions instead of CPC
Be prepared that PPC in mobile will be possibly higher (unless you’re promoting mobile apps) and conversion rates lower because micro-moments are extremely goal-oriented. Generally speaking, PPC is prone to influence by factors unknown, maybe unknowable (so it’s not a safe indicator). Black Friday, Cyber Monday, your target industry, demographics can all drive your PPC way up, and it’s literally out of your influence. It’s important to focus on clicks or interactions per impressions ratio as a quality indicator, then on metrics that can lead you in the wrong direction.