Mobile First Strategy to leverage micro moments of consumers

Micro Moments has become a buzzword in the digital marketing environment in recent times. Especially, after Google’s content marketing team, Think with Google, came up with this phrase, more and more digital marketers are trying to utilize the micro moments to benefit their brands.

To start with, more and more consumers are using smart phones for most of their browsing. According to two different Google consumer surveys, almost 68% of smart phone users say that they check their smart phone within 15 minutes of waking up every morning; also, 30% of these users admit that they actually get anxious, when they don’t have their smart phones with them. In most countries, searches happen more via mobiles than desktop computers. This means that digital marketers, who intend to make an impression with their clients, should adapt mobile first strategy religiously.

According to the often quoted KPCB Internet Trends Report, it is said that most people check their phones about 150 times a day and they spend 177 minutes on an average with their phones per day. This means that, on an average, a mobile session lasts for just 70 seconds. Apart from texting their partners, sharing their selfies or travel pictures, commenting on their friends’ photos, there is a specific point of time where people look at their smart phones to get influenced by brands. These small moments where the consumers look for information on their phones are the micro moments that every digital marketer should utilize.

Four types of micro moments

According to Think with Google, these micro moments can be classified into four, namely:

  1. I-want-to-know moments: More and more users are looking up for information online. On the go, many users search for different information ranging from routes to their destination to deals in ecommerce sites. The amount of such consumers have increased significantly in the past few years.
  2. I-want-to-go-moments: More than ¾ of users use their smart phone users use search engine via their phone to look for any local store or company. Even to look up for something as trivial as an electrician or florist, people use their smart phones. According to Google Trends report, in the year 2014-2015, there is 2x increase in “near me” based search interest.
  3. I-want-to-do moments: While doing a task, most users use their smart phones to look see instructions. Be it any DIY craft or a simple day-to-day recipe, people use their smart phones to check how to do what they want to do.
  4. I-want-to-buy moments: This is the most explicit micro moment. Before purchasing a product online or offline, more than 80% people actually look up their phones for consultation before buying. Also, mobile conversion rates for ecommerce sites have significantly increased in the recent times.

These are the four micro moments that are crucial for any business. With consumers’ online attention span being very low, i.e. as low as few seconds, to leverage these micro moments of consumers, brands must adapt mobile first strategy.

Four ways to leverage consumers’ micro moments:

To grasp your consumers’ micro moments, a brand must refine all its contents to be mobile responsive and follow these four approaches.

1. Being there for the users always

One of the interesting facts about most consumers is that they might not be rigid on what brand they want. If they are looking at their phone for information or merely browsing, they might be more interested to buy your products if the information you provide interest them. Especially, while looking for information, users pick the business that are there in their search results and that have the most attention-seeking content.

By being there always in their smart phone, via both paid and organic methods, you stand a more chance than your competitors to convert them into your customers. One may think that by merely being there in the social media, how can a brand make the smart phone users become its consumers. The true fact is that by being there when users need some information, your brand is helping customers in their decision journey.

Also, at this point, mobile first strategy plays a major role. Since most of the searches happen via mobile phones, your website, landing pages, ads, posts, and any content should be mobile responsive. Also, it must be interesting and crisp to be read within those micro moments.

2. Providing users the information they need

While you can make an amazing first impression with the first approach, to make the users your clients/customers, you need to do something more; in fact, you must do something more powerful. Bounce rate of many sites and uninstalling of many apps are on a rise; the main reason for this is that most of these brands fail to be useful to their customers in the four micro moments explained above.

If your consumer is on a search engine searching to buy a product related to your brand, he or she is more likely to pick your brand over a hundred others when your content is useful than the others. We have a detailed strategy on how to create 10X better content than your competitors. With mobile first strategy, you are in a good spot because it allows you create and showcase more pertinent content in these micro moments. This is why in our view a blog is important for every business. Using information like their past search history, location, time of search, and keywords, one can efficiently decide what to showcase to which user.

For example, if you are a brand that has multiple products, based on the target group, their preferences, you can use retargeting to showcase products/creatives that are useful to them. Rest assured, you would have definitely leveraged their micro moment.

3. Catching up with users’ speed

If your mobile site or app takes a long time to load, the users are more likely to leave your site/app for other that of other brands. All your efforts of providing useful content and being there goes waste, if the speed at which your information loads is slow. To optimize your mobile site and app speed to suit the speed of your customers, you must follow these steps:

  1. Keep it simple: Having too many forms, additional or redundant steps, etc. makes your customer bored. Have a one step sign up form, i.e. via Facebook or Google. Also, enable click-to-call options, instead of displaying phone numbers. Similarly, all addresses must be linked to GPS to open via maps directly. This way, the users will be able to do what they want to do without any hindrances.
  2. Foresee users’ expectations: From predictions to drop down menus, from enabling auto-fill option to getting past browsing history, try everything that will speed up the process. You can also display products/services on the app based on their past search history.
  3. Combine the best UI with simple design: As much as an attention-seeking UI is important, it will be of no use, if it takes too long to load. Therefore, the app/mobile site must not only be designed to be user-friendly but must also be designed in a way that it loads quickly.

Almost 40% of users wait not more than 3 seconds for a site to load before leaving the site, if you do not optimize your site better, all your other efforts becomes futile.

4. Measuring your strategy

You have done your best by being there, being useful, and being quick. With mobile first approach, these efforts will definitely reap results. The results can either be customers or leads to prospective customers. However, on the longer run, measuring and reviewing your micro moments strategy is what helps you to refine and evolve with the evolving trends.

Top-5 Content Management Systems for your website

If you are planning to build a website in the near future, you might be confused on which platform to use. While there is a whole bunch of content management systems (CMS) in the market, you might want to use the platform that allows you to do it without worrying too much about the technical aspects like coding.

What is a Content Management System?

In simple terms, a Content Management System is a software tool that allows you to create, edit, publish and manage web content. The main objective of a CMS is to provide an intuitive interface to manage your content on the web.

There are many good content management systems like WordPress and Drupal; and they are all fantastic. But choosing one among them can be difficult because you do not know if the website is suited for the needs of your website. The server can sometimes be a challenge in having an effective CMS and we usually recommend the Linux based servers being provided by Bluehost or Amazon Web Services.

This article shall make you aware of the different aspects of the Top-5 Content Management Systems in the market and help you make an informed decision.

  1. WordPress


One of the world’s most popular content management systems, WordPress started out as a blogging platform, but has grown and advanced significantly over the years. Based on PHP & MySQL, WordPress is used by almost 23% of the top 10 million websites around the world. Examples of WordPress websites are Social Beat, ithought, etc.


  • It’s free and the easy installation offered does not require complex technical know how to maintain the website
  • User friendly dashboard for managing content
  • Multi-user and multi-blogging support
  • Wide number of plug-ins and themes, both paid and unpaid, for customizing your website
  • A large developer community and plenty of tutorials and documentation available for support
  • Easy linkage to your email platforms such as Mailchimp to allow you to keep in touch with customers


  • Standard installation can have security issues and is vulnerable to attacks. Needs to be addressed with continuous updates and monitoring of the website


  1. Drupal


Drupal is the 2nd most popular PHP-based content management system. It’s a powerful, developer friendly platform that can be easily used for building complex websites. In the latest releases, database management modules have been added that allow managing SQL operations without writing SQL queries. Many big companies like General Electric, Time Warner and Sony Music, are using Drupal.


  • Less resource intensive than WordPress
  • Technically advanced in comparison to peers like WordPress and Joomla
  • Very flexible; has the feature to even edit the root files of the program
  • Easily customizable with numerous plug-ins & 6000+ modules available for easy extension of functionality
  • Powerful taxonomy & ability to tag and organize complex content
  • Faster load and response time
  • Powerful use cases available


  • Basic knowledge of HTML, PHP and other common programming languages is required
  • Theming system is complex along with a lack of high-quality plug-ins
  • Site complexity beyond a simple website or a blog requires technical know-how to keep it running


  1. Joomla


Joomla is quite often, an intermediate choice between WordPress and Drupal, having the power of a Drupal website and at the same time managing the user-friendly nature of a WordPress website. Joomla has a lot of plug-ins and themes available to choose from, so you can easily customize your website based on your requirements. It’s suitable for creating back-end networks for a wide range of purposes like inventory control and reservation systems to online commerce websites.


  • Faster and easier to setup an online store; has more native support online commerce
  • A great platform to create social networks
  • Long history of development and an active developer community
  • Tons of plugins and add-on tools available
  • 7000+ plus extensions and an extensive help portal


  • Not easy for beginners
  • Modularity & expendability puts greater demand on server parameters
  • Lack of high-quality themes when compared to WordPress


  1. SilverStripe


SilverStripe is another open source content management system, best serving the needs of developers slightly comfortable with coding. Built on an object-oriented framework called Sapphire, it has multiple platform modules allowing it to support a content formats like blogs as well as forums / communities. SilverStripe code is bound together through independent frameworks; thus providing it the capability to support any CSS Style Sheets and HTML codes.


  • Open standards for development leading to high development versatility
  • Easy back-end functions
  • Powerful content authoring tool with ability to publish/unpublish content on specific dates
  • Differential permission levels for different parts of the site to manage your own editor/author network
  • Strong developer community SilverStripe LTD to fall back for technical support


  • Less intuitive back-end in comparison to peers like WordPress
  • Less than 200 extension modules and not many high-quality themes available
  • Lack of documentation support


  1. TextPattern


A highly flexible content management system, TextPattern is a free, PHP based CMS that is more often skipped when looking at the top CMSs for websites. It leverages Textile to quickly convert plain text to XHTML, making it user-friendly for beginners.


  • User-friendly for non-technical users
  • Suitable for websites of varied sizes
  • Great documentation; complete manual available online


  • Minimal variety of themes (~120 front end themes available)
  • Fewer plugins
  • Small developer community

Are you going to be hit by Google’s Mobile Friendly Update

Almost a year back we had created a list of top Indian Websites that were not responsive. A lot has changed since then. Myntra has moved to an App Only approach and closed down their mobile site. In the same context, Google’s next update is expected to be rolled out on April 21, 2015 and will concentrate largely on positively impacting sites that are mobile responsive. There will also be a marginal negative impact on mobile search results for websites that are not responsive.

So the question to ask here is, whether you site is mobile friendly? Google has its Mobile Friendly Testing Tool which can help you check. If you get a message “Awesome! This page is mobile-friendly.”, then you have little to worry as you will most likely be on the safer side of the line.

However, for those who haven’t made their site responsive this Google update is going to put in jeopardy the search traffic and eventually ranking. Here are some tips to help you get started on this front.

  1. How to Ensure You Site Is Mobile Friendly 

Creating a mobile responsive site will be the key step towards being in tandem with the Google update. This was Google’s announcement earlier this year which clearly indicates Google’s focus on mobile friendliness. “Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results.” 

The main reason behind the update taking this path is Google’s consistent stand on giving users the best online experience. With mobile traffic having significantly overtaken PC traffic in the past two years this update seems all the more relevant. Google even has an extensive guide on creating mobile friendly sites. If you have Google Webmaster they have a new Mobile Usability feature to showcase if there are usability issues that still exist.

If you are using a Content Management System (CMS) To make your site mobile friendly here are a few essential tips:

For Word Press Sites: If you own a word press site you can simply use a plugins available online. The three best plugins available are 

  • WP Touch: This plugin converts your website automatically for mobile devices. The admin panel of the plugin allows you to modify various aspects of the site’s appearance enabling you to provide a simpler yet stylish version of your website. They have a free theme which works wonders but they also have premium mobile themes if you are looking at something more specific. It essentially takes your existing content on wordpress and embeds it into the mobile theme.
  • WP Mobile Detector: This plugin works by automatically detecting whether the browser being used is from a normal phone or smartphone. Once detected it loads a compatible version that suits the particular browser.
  • Mobile Press: Renders a mobile friendly version of the site when accessed via a phone. It also provides options to use other custom themes for better user experience. 

For Magento Sites: Using existing mobile responsive themes is one option that many are considering. If you have an existing theme which is non-responsive then there are plugins to help with this.

  • ShopGate: This plugin allows you to launch your own mobile website or native app with your existing magento installation. The look and feel may not be identical to your existing desktop design but its a quick fix.
  • SimiCart: Another way to handle this issue on Magento is to have a native Mobile App connected with your existing Magento installation. Simicart is an amazing tool to accomplish this.

The last option would be to adapt the existing theme to being responsive, but it requires extensive changes to be made at the code level.

  1. Increase Speed of your Mobile Site

The time your site takes to load plays a strong role in improving your page rankings. Despite the best mobile data connection, sites sometimes take a while to load and the reason behind it could be due to complex codes, slow server and other factors. Analyzing these problems and addressing them quickly can help give your site an advantage.

Using tools like Google PageSpeed Insights or Pingdom Speed Test tool can help give you an insight into the changes you can make in your site to make it speedier.

Once these changes have been made appropriate modifications have to be made in the Google Webmaster Tool as mentioned in the steps below.

  • Sign into your Google Webmaster account and add your site if you haven’t already.
  • Once done click on the crawl option in the sidebar and then click on the ‘Fetch as Google option’
  • Select the mobile and desktop options one by one and click ‘fetch and render’.
  • Once rendered you will then have to click on the ‘submit to index’ button to let google crawl your updated site.

With the update coming out today, it would be prudent to make these changes to your site as early as possible. Making changes sooner will help your traffic remain higher after the update. If you are having difficulties in making these changes, hiring good developers to make them is always a recommended option.

We would love to hear from you if you have seen any positive or negative mobile traffic from today. Please do share it in the comments below.

Google PageSpeed Insights to make your website mobile & SEO friendly

Mobile responsive design

The Internet Era has now given way to the Mobile Internet Era, with 15% to 35% of traffic coming from mobile devices, and this is only slated to grow. Inspite of the fact that already about 1/4th traffic is from mobile, many top Indian websites are not mobile compatible (read our article on 10 Indian websites that are not mobile responsive). If your website is not optimized for the mobile, you are definitely losing out on leads and customers and also on search engine rankings.

So how do you go about optimizing your website for the mobile? Google PageSpeed Insights is a useful tool that helps you identify issues, rectify them and make your website mobile friendly. Below is a summary of the key recommendations to make your website mobile friendly:

  • Object Scaling

It can be really frustrating to click or tap on a link / button on a phone or tablet and accidently, hitting on the wrong button because your finger pad is larger than a desktop mouse cursor. The tap targets should be scaled such that they are large enough to press / click easily.

  • Viewports

If your webpage does not have a meta-viewport tag, mobile browsers will consider you page to be not mobile friendly and hence, fall back on a desktop viewport. Moreover, it might apply font-boosting which can interfere with your intended page layout. The first step in configuration should be width = device – width. It should be kept in mind that not all mobile devices have the same width. Also, users prefer mobile sites scrolling vertically rather than horizontally.

  • Fonts

Check the font sizes. They should be legible to mobile users across devices. Google PageSpeed Insights checks the font sizes on whether it is enough to be read comfortably by most users.

  • Plugins

If you want to attract users who are using their mobile, avoid plugins, as most smartphones do not support flash and other plugins.

If you have a website already and are thinking of making it mobile friendly, it’s possible. But in many cases, a complete redesign, factoring in user experience and website analytics will help increase your website’s conversion rate and boost web and mobile traffic. If you are using WordPress or a CMS then there are quick fixes to make your site compatible – for example in WordPress there is a mobile solution called WP Touch.

We would love to hear your thoughts on mobile/tablet compatibility and how do you see it evolving.

Mobile Responsive Web Design: 10 Indian websites that are not mobile responsive


Mobile Responsive Web Design: 10 Indian websites that are not mobile responsive


At a networking meet last week, I was not surprised to hear a couple of interesting questions thrown around. Some of them which I got hold of, are as follows:

  • Does your company have a mobile website?
  • Do we need a responsive website as we already have a mobile website in place?
  • We are not an e-commerce company so is a mobile responsive website critical for us?

Firstly, let me start off with the difference between the mobile website and a mobile responsive website.

A mobile responsive website design means that no matter what the screen size is, the content always optimizes for the corresponding screen size. Thus, the website can be viewed using any device with any screen size like mobile, tablet, etc. This eliminates the need for cumbersome panning or resizing the website when viewing on different devices.

Alternatively, a mobile website means that you have a separate entity built for a specific devices’ screen size only. Try opening it in a differently-sized device and you would immediately want to check out other competitors in the industry with a better user-friendly website rather than suffering anxiety, eye-strain and blood pressure trying to work your way through the website.

This inspired me to have a look at the Indian companies that do not have a mobile-responsive website and I was pretty surprised to see that a lot of the big names also, do not have an optimized mobile web strategy. Some of them are discussed below:

  1. Pantaloons
    Pantaloons Pantaloons
  2. Mom & Me Mom & Me Mom & Me
  3. Groffr Groffr Groffr
  4. Apple India Apple India Apple India
  5. Tata Docomo Tata Docomo Tata Docomo
  6. Shoppers Stop Shoppers Stop Shoppers Stop
  7. Café Coffee Day ccd Ccd
  8. TCStcs Tcs
  9. Reliance Communications RCom RCom
  10. Groupon Groupon Groupon

The advantages of moving to a responsive web design are many, right from getting mobile traffic to your website to making the website adaptive to the future devices. There are companies that do have dedicated apps but again, not everyone is expected to have the app installed on their device. Instead, a responsive website can allow them to browse without frills. Companies can either opt to brace up for the future or be ready to lose up to half of their traffic in the future in the absence of a mobile responsive web design.

Feel free to reach out to us in case of any feedback or comments at [email protected].