Things change fast in the world of digital, as we now see more than 90% of Internet users relying on mobile devices to browse the web every day. This means at any given time; more than 3.3 billion people could visit your website via smartphones or tablets. Despite this reality, mobile is often an afterthought and as a result a brand’s desktop and mobile experiences don’t match. A real ordeal for customers!

Brands must work hard to optimize the customer experience for mobile as there is nothing worse than losing a customer due to bad user experience. It’s critical to make sure the mobile site or app is both useful and intuitive, since one extra click or extra hurdle can impact the customer experience considerably.

We have put together 5 mobile design best practices that businesses must follow to maximize the impact at each stage of the customer lifecycle:

Focus on Getting the First Impression Right

First impressions matter. Companies should focus on making the first mobile interaction, whether it’s a website visit or a brand app, as seamless and enjoyable as possible for the customer. Here are a few ideas to get the customer closer to your business:

  • Keep the first screen uncluttered by removing unnecessary information
  • Include fewer buttons and only 1 to 2 call-to-actions
  • Insert a complete navigation menu on the landing page
  • Let the images load quickly and ensure that they are not distorted or cropped
  • Incorporate visual designs that evoke positive emotions
  • Allow your customers to easily skip the onboarding process, if they wish so

Emphasize on the “Search” Functionality

Despite the limited space, the amount of content exhibited on a mobile interface is similar to a desktop or a laptop screen. However, this leads to navigation issues which in turn hampers user experience. To combat this potential problem, it’s critical to insert a clearly visible and quickly recognizable “search box.” For many, a search box is paramount, because customers are using the search as the navigation on a site or app. Though a small component of a website, this simple functionality can help users find relevant content through specific keywords or phrases without navigating the entire website, substantially enhancing the usability of the site.

A few useful features to make the functionality even more powerful and beneficial:

  • Automatically pre-populate data with good defaults and suggested data to make the search process convenient and quick
  • Store all recent searches to save time and effort the next time a user conducts a search for the same item
  • Facilitate voice search which allows user to input a query using the microphone instead of typing.

  • Account for misspellings to ensure that users can easily find what they are seeking

Leverage Geolocation Data

Using location-based information empowers brands to customize their communication by region, city, zip code, or even specific GPS coordinates. This data can be used to display ads, relevant content, promotions, or coupons to customers according to their device locations. Demographic, psychographics, and past purchase behavior can be paired with dynamic real-time data such as weather and traffic to create highly customized and timely messages.

One of the best illustrations of leveraging geolocation data is an online food delivery app that enables a user to view the status of their order and track the location of their food during delivery. Another popular example includes the wildly successful game Pokémon Go, which works on Augmented Reality and relies on geolocation. The game creates an interactive experience by placing virtual “objects” in the user’s physical location.

Let’s consider the retail industry and highlight a few examples that how geolocation can sweep their marketing and advertising:

  • Retail companies can utilize information about a customer’s location and that person’s purchasing history to send personalized offers through mobile devices when the customer comes within a certain radius of the store
  • The convenience of an interactive map or clear directions for shoppers provides a positive brand experience and encourages in-store sales activity

Disable Popups

Mobile pages that show “intrusive interstitials” (a term given by Google to popup ads) provide a poor user experience as compared to pages with directly accessible content. Popups significantly detracts visitors from finding the content they are looking for. To discourage sites from adding popups, in 2017, Google created soft penalties by decreasing the search ranking for these pages.


Image Source: Google

However, interstitials used responsibly can enhance an experience and are not be affected by Google’s new regulations. For instance,

  • Interstitials that appear to be in response to a legal obligation, such as for cookie usage or for age verification


Image Source: Google

  • Banners that use a reasonable amount of screen space and are easily dismissible


Image Source: Google

Remove Friction

Every company struggles with deciding what’s essential to delivering an exceptional mobile experience and how to help customers satisfy their needs quickly and smoothly. Marketing may want to add a new sharing widget on the home page of the site, while sales asks to build a live chat box, and leadership finds a pop-up to promote an upcoming webinar to be crucial to the website. The key here is to make intelligent compromises and always make sure that you are delivering what the customers want.

A customer feedback management system plays a crucial role in keeping your company in tune with the customers. In the end, all you want is to align your customers with your business goals and enable them to do business with you. So, make it easy for them to meet their needs when they are on your mobile site, and they'll keep coming back.

AUTHOR
Silky Sinha

Silky Sinha

She is the customer experience analyst at Compunnel Digital.  A digital native with a global mandate, Silky is always on the search for industry best practices across multiple verticals. She identifies companies with superior customer experience based on the Compunnel Digital Customer Journey Framework. Her research helps our clients and informs the market at large.

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