People have increasingly higher expectations and demands for better shopping experiences. While we just finished the holiday season when purchasing is at its highest, customers pay attention to their experiences and make buying decisions based on their satisfaction all year round. A key factor in customer experience includes easy access to products and services leveraging mobile apps. The following statistics emphasize my point:
“Customers are willing to spend up to 5 times as much for a great shopping experience compared to a poor one. Brands leading shopping experience outperform ones with poor experience by 500% in growth. Apps convert 3x better than Mobile Sites.” (MoBlog).
Considering the above, Mobile experiences can be a great brand differentiator. People actively search for and use mobile apps that allow them to be more productive and save time. I am one of those people and will choose brands based on their app, especially when product or service prices are relatively equal. I am also willing to pay for applications that allow me to be more efficient in my daily life. (In upcoming articles, I will share some of my favorites and the CX benefits they provide).
Based on the fact that “85% prefer shopping with mobile apps over mobile sites,” and that “90% of the time on mobile devices is spent within apps,” companies must create a best-in-class user experience. And, they need to continue quality checking and optimizing their apps to identify and resolve customer “pain points” to avoid customer dissatisfaction.
An Example of A Mobile App Gone Wrong:
During the holidays, I was trying to renew my Tile product, a blue tooth tracking device. For those unfamiliar, Tiles run out of battery after a year of use. As the expiration date approaches, customers get reminded via email notifications and alerts in the application, with an option to repurchase at a 28% discount. I was skeptical of the offer at first, but it turned out to be a great deal having compared prices on Amazon.com and other eCommerce websites. Upon deciding to repurchase, I clicked on the “Buy Replacement Tiles” button but could not proceed as an “unable to load page” error message appeared. I exited the mobile app and tried again but had the same unsuccessful experience. I then attempted to buy using my laptop computer but learned that the only way to renew is through the Tile app. (The same one that was not allowing me to add to cart). I was going in a vicious circle and getting increasingly annoyed. You can read more about my Tile app experience and valuable CX lessons learned 👉🏻 “If Shoppers Can’t Proceed, They’ll Leave!”
Mobile Customer Experiences Matter! It is not a hunch, but rather a fact. Customers are loyal to companies that address their needs across the entire customer journey and leave brands that cannot meet their demands. If you have any doubts, take a look at the following infographic as it provides statistical explanations about WHY MOBILE EXPERIENCE IS CRITICAL.
User experience and proven design principles will be the theme of my next article. Get timely updates by following DoingCXRight on Twitter and Signing Up for our newsletter. When you register now, you will get free access to our whitepaper on how to go from CX Novice to CX Expert.
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