What Customers Want: Good Mobile Experiences

What Customers Want: Good Mobile Experiences

Google caused quite the stir in 2015 when they started lowering search rankings for non-mobile-optimized websites. They felt that mobile was so prevalent that your website needed to be mobile friendly just to stay relevant in search results. People were up in arms at first, and asked if it was justified. It turns out that yes, it is.

As of 2016, a Nielsen study found that users are adopting mobile web access 8 times faster than adopting internet access in the mid 1990s and early 2000s. US consumers now spend more time in mobile apps than they do watching TV. People look at their smartphones 84 times a day on average and 62% of emails are first read on a smartphone or tablet according to Econsultancy. Essentially, mobile is everywhere 🙂

62% of users expect each company to have a great mobile site, and according to thinkwithgoogle.com, and 61% of users on a non-mobile-friendly website would rather switch over to a competitor’s site instead. More broadly, this means that brands aren’t just competing for the best experience among similar internet offerings, they’re competing to be the best electronic experience the user has had.

Take banking apps, for example. Users had become so accustomed to great digital offerings from Google, Apple, and Amazon, that by 2014, a World Retail Banking Report from Capgemini noted greater user dissatisfaction with online banking experiences over the previous year. Social media and mobile were becoming even more popular, and customers wanted better bank offerings. This is particularly true for Generation Y, which has grown up so immersed in smartphones and digital tech that they find it strange that ATMs still look like clunky creations from 20 years ago.

At last, banks are now evolving their mobile offerings despite high costs of switching from older policies, methods and technologies, as well as continuous security and privacy concerns. All this pressure to go mobile has led to lots of new technology, including Moven, which can update users instantly about each transaction and categorize and provide details for transactions without charging a fee.

Satisfying the need for good mobile experiences is fundamental: 52% of customers are less likely to engage with a brand that has a lower quality mobile offering, according to WOW Local Marketing study.

The top complaints related to bad mobile experiences? Navigation difficulty, unhelpful search results, and slow loading time. Key to customer satisfaction is providing a fully integrated experience across all platforms: brick and mortar (when relevant), web, and mobile.

In terms of mobile apps versus mobile websites, there is value in both. Some like having a web-based app rather than multiple device-specific apps, since web-based apps provides a uniform experience and code base across various phones, tablets, and desktops. Others prefer to have native mobile apps for the app store presence and legitimacy that provides. In either case, it’s always important for organizations to know how customers are actually using what is offered, so techniques like measuring rates of adoption and retention and pitting features against each other establish important metrics.

Mobile is now part of the whole customer journey, and the effects of having a bad mobile experience could be very costly for businesses, especially if consumers can switch to competitors easily. Simply having a well-designed landing page might make it look like you’ve done the job, but the key is to nail it from the home page all the way through the checkout process and, ultimately, ensure satisfaction with the mobile product experience. That’s what customers now expect.

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