3 rules for designing an outstanding mobile customer experience

3 rules for designing an outstanding mobile customer experience

Our mobile devices are fast becoming the lense through which we experience life. We text our loved ones and sneakily check work emails late at night when we should be sleeping. We search for recommendations, we book travel, we shop. To see how pervasive the mobile has become, just glance up (from your own device) to have a look at fellow commuters, or lunch-eaters and you will be greeted with a sea of electronics.

If you want to connect with your customers, then you need to offer them a superior mobile experience. We know that ecommerce has become a major disruptive force in what customers expect from an interaction with a business. According to inReality, they discovered that in the US:

  • 75% of shoppers are using their mobile devices and 25% of shoppers actually make a purchase on their devices while they are in store
  • Only 12% of shoppers feel the in-store sales associate is important in a purchase decision
  • 71% of shoppers who use mobile loyalty programs still use their mobile for price comparisons

And this is for businesses that have a traditional bricks and mortar set-up. Mobile is a very powerful tool throughout the entirety of the buying journey, not just for online businesses. Below we look at 3 ways to ensure that your mobile presence creates an outstanding customer experience.

1. Payment

The ideal is what Google dubs frictionless shopping. We all know the frustration of entering reams of information in infinite fields only to be told we’ve ‘timed out.’ These hurdles aren’t just annoying, they can have a massive impact on whether we ultimately commit to buying a product. In fact, Forbes states that: ‘More than 23% of cart abandonment on mobile is attributable to clunky and unoptimised checkout and payment paths.’

So what can you do to ensure that your customers find their way to your virtual checkout with ease? Google suggests that optimising this process should involve the following elements:

  • Make sure that form fields aren’t disrupted by interface elements (like the keyboard)
  • Consider auto-population and auto-capitalisation
  • Include credit card scanning
  • Make password authentication an automatic experience in appropriate circumstances
  • Make sure that your load time isn’t lagging

And companies shouldn’t just stop at paypath optimisation, they should consider experimenting with incorporating new methods of payment into their payment options. Companies are embracing wallet payment types like Apple Pay that allow customers to electronically carry loyalty cards and coupons. And this can be enormously successful.

For example you can load your Starbucks card with money, tap in your order when you’re jumping out of bed and you can bypass the lines grab your caffeine fix while staggering to the office.

Mobile experience

This feature has been a massive win for the company. Not only are they considered trailblazers in the field on mobile payment, but the revenue share has been amazing. As states:

‘16% of Starbucks’ transactions occur via mobile, representing more than 7 million transactions a week, and the application has over 12 million active users in North America. In 2014, more than $2 billion worth of transaction volume was paid through the Starbucks app.’

These absolutely incredible figures demonstrate how making payment easy, secure and fool-proof not only improves the customer experience, it can transform it.

2. Feedback

A key part of a positive online experience is being responsive and authentic with feedback. We have all read about companies who get it right and companies who get it wrong.

The mobile face of businesses should also offer their customers a way to offer their feedback when it’s good for them, not the company.

Many businesses have social media teams who are trained to use social media as a tool to interact and solve the issues their customers might be having, but what happens when businesses want very specific feedback about a product or service?

A survey is a time-honoured way of getting that feedback, but make sure that:

  • The forms are optimised for mobile
  • They pop-up at an appropriate time
  • The process is quick

A great example of this is Expedia Travel who send an email directly after a flight has landed. All the customer has to do to respond to the survey is click on a smiley face or a frowny face. After you’ve clicked, you have a chance to fill in additional fields if you want, but even with that first click you’ve already given Expedia an indication of your experience.

Etsy also have a great feedback system. Whenever a product is estimated to arrive they send a pop-up to your mobile asking to rate your experience with the vendor. Customers are much more likely to respond at that time because they are very excited with a gorgeous product or disappointed in an inferior one.

Encouraging people to provide painless feedback at a time of their choosing, doesn’t just give you valuable insight into how your customer is feeling, but you are also communicating to the customer that your organisation is listening, that you are transparent and you are continually looking for ways to make their experience better.

3. Think outside the square

Your business might provide one service, but even though the mobile is a small box, it allows you to really open up possibilities and make connections that aren’t possible with a physical operation or even with an online presence.

Given that the mobile travels with your customer, this is an opportunity for you to also travel with them.

A great example of this is Spotify, a music-streaming business. They have a fantastic app, but one of the cooler new additions is Spotify running, where Spotify finds the tempo you’re running at and plays songs according to your beat.



The app also has podcasts, suggested running playlists and commissioned original music. This new direction not only drew a lot of attention for a ground-breaking idea, it allowed the brand to be viewed in a new way.

Be mobile

As the above examples demonstrate, companies should be investing time and money to ensure that their mobile strategy delivers a fantastic experience to their customers. We’re in a position now where businesses that are lagging behind, aren’t just losing out on revenue, but are also scrambling for relevance in a market that will continue to demand more.

Would you like to know more how technology can deliver valuable marketing insights? Then you should download our CeBIT Australia Digital Marketing Summary Report today!

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