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The Micro-Moment

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by

Bill Herndon

on 9 August 2017

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Transcript of The Micro-Moment

The Micro-Moments
(Mobile momentum)

The Micro-Moment
Writing User-Friendly Content
Use the words your users use. ...
Chunk your content. ...
Front-load the important information. ...
Use pronouns. ...
Use active voice. ...
Use short sentences and paragraphs. ...
Use bullets and numbered lists. ...
Use clear headlines and subheads.
UH traffic - January - May
UH Alumni/Giving mobile traffic
2013 - Alumni
- 22%
2013 - Giving
- 11%

2014 - Alumni
- 30%
2014 - Giving
- 16%

2015 - Alumni
- 38%
2015 - Giving
- 30%

Why it Matters
People read differently online than they do when they read print materials -- web users typically scan for information. In a study of online reading behavior, Jakob Nielsen found that

on the average webpage, users have time to read at most 28% of the words during an average visit; 20% is more likely

.
(http://www.nngroup.com/articles/how-little-do-users-read/)
Importance of Being First
When they decide to read the page, users pay the most attention to information at the top of the page

Reading 1st paragraph
81%
Reading 2nd paragraph
71%
Reading third paragraph
63%
Reading fourth paragraph
34%
Users are typically rushed when using their mobile devices.
Research has shown that it's 108% harder to understand information when reading from a mobile screen. Content comprehension suffers when you're looking through a peephole, because there's little visible context. The less you can see, the more you have to remember, and human short-term memory is notoriously weak
http://www.nngroup.com/articles/website-reading/
www.usability.gov/how-to-and-tools/methods/writing-for-the-web.html
40,967 (23%) visit the Giving home page
23,212 (37%) visit the Alumni website

From their phone
Source: http://www.nngroup.com/articles/defer-secondary-content-for-mobile/
Google and Gartner
Smartphones allow us to act on any impulse at any time. We take immediate action whenever we want to learn, find, do or buy something.
82% of smartphone users turn to their phone to influence a purchase decision while in a store.

62% of smartphone users are more likely to take action right away toward solving an unexpected problem or new task because they have a smartphone.

90% of smartphone users have used their phone to make progress toward a long term goal or multi-step process while “out and about."
https://www.thinkwithgoogle.com/micromoments/
http://www.nngroup.com/articles/defer-secondary-content-for-mobile
Full transcript