The Physical Web is bringing to life a new form of search based on proximity – giving users frictionless access to nearby information, incentives, and services.
It also changes the reasons people search. People who are out-and-about want to do more than just visit websites. They want to do, buy, interact, or have an experience with something.
TapActions meet this need for activity by allowing experiences to be launched directly from a search result — saving the step of first visiting a website while also protecting privacy and working across apps and browsers. Seamless, universal, empowering.
Contextual Interactions Beg for Shortcuts
The beauty of the Physical Web is that interactions begin with knowledge of context. We know where the users are, what they want to do, and sometimes we even who they are. With this knowledge, meeting consumers’ needs means delivering relevant interactions, without intervening steps or other friction.
Traditional web pages may offer some of these interactions, but consumers must first visit the website and then dig through the web content to find the useful action they seek.
The Physical Web is positioned to offer a better experience, where relevant actions immediately follow instructive content. Reducing steps/friction in interactions increases engagement and satisfaction.
For example, this view of an app using our Nearby SDK shows a screen with two content cards (search results from a nearby scan for beacons). One links to an audio tour of an open house. The other is a TapAction that sends an SMS message to the Realtor to schedule a private showing.
Open houses can often be a flurry of activity, with multiple buyers in and out before the Realtor has a chance to show them the not-so-obvious features in a given home. Additionally, potential buyers can simply tap to text the listing agent to schedule a private showing, without having to wait. Similarly, if consumers see information with an offer for specific product information or a white paper, then they want to launch directly into an email request.
Actions don’t stop at texts, emails, and phone calls. Developer’s Webhooks allow direct interactions with IoT-enabled devices. For example the Realtor in that house, could allow visitors to choose from a list of videos about the property or the listing company, shared via Physical Web beacons, to play on the TV in the living room. That’s just one small example of what’s possible now and the possibilities are guaranteed to grow with the growth of the Internet of Things.
Proximity as a Search Filter – Intention as a Driver
While destination websites still have a role with the Physical Web, consumers in specific locations will just as often want to take an action. This concept fundamentally transforms those content strategies.
Physical Web interactions are intent-driven. Consumers scanning for nearby content are actively seeking to “do” something (learn, hear, gather, do, call, play, email, tweet, like, review, or buy), and we are in a position to immediately satisfy these desires. Traditional websites may set up for these kinds of interactions, but consumers must usually go to and then dig through the web content to find the useful action they seek.
Two-step transactions, with a “call-to-action” directly followed by an “action,” are not only effective experiences, they also save time from having to wait for a full web page to load and those extra steps of locating the specific info needed, there’s also a level of security for the user in letting them screen content before committing to a visit.
Changing the Rules for a CMS
A Content Management System (CMS) today has to manage more than just static content. We made it easy to associate actions with beacons and to update them on the fly. With our PHY platform marketers now have the ability to easily create these experiences.
Of course, TapActions also leverage all of our PHY platform’s existing management capabilities including scheduling, conditional content, and management via group or API.