What is zero moment of truth (ZMOT)? A change in your buyer behavior.

Zero Moment of Truth? What is that you ask? It is the moment when your customer becomes interested, inspired or needs the product or service you offer. This is the moment when YOU can influence your customers purchase decision.

Where does ZMOT occur and what happens next?

In today’s mobile world, this could occur anywhere. It could be at work, or at home, at the shelf, or it could occur when the your potential customer is on her way to the park.

What your customer does next, has changed from what she did in the past. This is the new step in your consumer’s decision journey.

You customer now has access to multitude of information sources at her fingertips. An average customer uses about 10 sources to find our information about products or services before a purchase decision is made.

This point,when your customer is searching for additional information about your product (or your service), reading reviews, discussing your product with peers is the Zero Moment of Truth. This is where you can have the highest impact on her purchase decision.

According a Google/Shopper Sciences study, during ZMOT, most did one or many of the following:

  • Searched online with a search engines
  • Talked with friends/family about the product
  • Comparison shopped products online
  • Sought information from a brand website
  • Read product reviews online
  • Sought information from a retailer website
  • Read comments following an article online
  • Became a friend/follower/liked a brand
Is your product (or service) there to be found when your customer is looking for it? 

Most traditional marketers have known that the consumer decision journey has changed. What’s been missing is clear understanding of the importance of integrated marketing strategies and content marketing strategies to be there when the traditional marketing stimulus creates an interest in your customer’s mind. I feel ZMOT makes that point clearly.

More about ZMOT:

zeromomentoftruth.com

What makes for a good website design?

I was evaluating two website designs recently. It became quickly apparent that I needed to define a criteria to evaluate these website designs by. Usability is ever more important in website design. So I leaned heavily on the usability of each design.

Website Design Evaluation Criteria:

  • Screen Design
    • Space allocation
    • Readability
    • Scannability
  • Navigation
  • Accessibility
  • Consistency
  • Media Use

Screen Design

Design that appeals to target audience enhances your brand experience. Appealing design that enables visitors to find important information easy makes for a pleasant brand experience. Visitors associate your web experience to the actual experience of doing business with you.

Readability is related legibility. How easy is it for a user to read the text on your web property? Page appearance, choice of font and contrast becomes very important here.  Designs and colors that work for print usually fail brands online. In a study a usability expert Jacob Nielsen found that users read 25% slower from a computer screen than paper. Make the text easy to read to improve user experience.

Scannability is indirectly associated with readability. J. Morkes and Jacob Nielsen, usability gurus state in their book Applying Writing Guidelines to Web state “as users find it difficult to read large volumes of information on screen they prefer to scan text and pick out keywords, sentences, and paragraph of interest while skipping others, which are not related to their interest. In other words, users always skim rather than read web documents.”

Visually identifiable hierarchy with titles, summaries, sub-titles will improve your website usability. Enable the user scan the page by short paragraphs, use of titles and introduction. Promote navigation through content so that users are able to find what they are looking for with easy and by scanning the page. Website copy should also be written to support skimming through the page. Traditional document writing styles will make for a cumbersome web experience.

Navigation

Basic need of a good website design is navigability. Clearly defined consistent navigation provides your visitors a solid road map of your website. Navigation and sub navigation should always be consistently anchored throughout your website. Good navigation starts with a logical content architecture. Navigation items should include meaningful link names. Branded names as links provide a negative user experience.

Buttons and navigation links within the copy should be consistent.

Accessibility

Visitors to your site should be able to access your website from any device in the manner your visitors consume information. Today this means designs that are accessible from mobile devices. This also makes a case for the need of succinct but useful content that clearly accomplishes user goals.

For website users speed of accessing information is very important. According to Jacob Nielsen web users are impatient and they want their answers immediately and do not want to be slowed down by cool features, mission statements or self-promoting grandstanding.

Accommodate your user’s goals in design and guide users to accomplish their goals in content.

Consistency

Design consistency is important in web site designs. A user is learning your site design, navigation and functionality when first visiting a site. Though there are standards in web sites, approaches in design differ vastly. All grocery stores have milk at the very back of the store; but they’ll all have different floor plans. Consistent design will speed up user’s learning and create a pleasant experience.

Yale Web Style Manual suggests designers to provide consistent layout for title, sub titles, page footers, background, and navigation links in terms of consistent size, fonts, and colors.

Media Use

Studies have shown clever use of media such as graphics, images and video in web pages keep users attention and can enhance the user experience. However improper use of media will affect user experience negatively.

A note about content

Content that appeals and meets the need of the intended audience is a very important aspect of a website. Content is as important as screen design and navigation. Since we are looking at just website layout design, I’ve ignored this in this list. Always remember, content is king.

What other aspects of a website design is important to you?

Google’s “Search Plus Your World” – search results +social

Google’s “Search Plus Your World” – search results +social

Google recently rolled out “Search Plus Your World” – one of the most radical changes search has ever seen. Google’s results now contain public Google+ content, Google+ content that was shared with you, and Google+ content that you’ve shared.

Google Search Plus Your WorldSearch Plus Your World only works when you’re signed in to Google. It aims to further personalize your search results further by incorporating what your friends have shared with you or shared publicly regarding the topic you’re searching for. For now Search Plus Your World only searches Google+ social content. I’m sure that we’ll soon see an integration of twitter results into search as well. An integration with Facebook connections seem far fetched at this point. In an ideal world, I see all social networks working together to provide a richer experience for the user.

How does it help?

When we are seeking information or considering a purchase, we  ask family and friends for their opinion, read reviews by others before making our purchasing decision (I talk about this more in my previous post how purchase decisions are powered by information via connected and informed consumers). These conversations between friends and family happen online on social networks. Wouldn’t integrating that to your search results help? yes it does.

A search I did for “video compression” provided me 20 personal search results along with regular web search.

Video Compression Personal Results

I was drawn to a personal search result by Chris Pirillo, who is in my Google+ circles.

Personal Search Result

He posts a lot of YouTube videos so I knew he’s had a lot of experience with video and I trusted his post. You see how it helps?

Google+ for business

If you don’t have a presence on Google+, it’s time that you seriously considered this. This integration is only available for Google+ at this time. I will talk more about how to set up a Google+ page in my next post. Happy searching.