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5 reasons why you must provide stellar mobile experiences

Stephanie Kong  |  March 03, 2020

These days, so much of a person’s life is spent using mobile devices and consuming mobile experiences. In fact, reports show that consumers spend more than 5 hours a day on their smartphones, doing everything from reading emails to checking their bank accounts to watching videos.

Whether web or app for mobile, it’s important that your experiences on mobile devices meet customer expectations.  Here are 5 reasons why:

1. It impacts the ROI of your efforts. 

Research shows that 77% of consumers don’t use an app 3 days after download. And 1 in 4 people abandons an app after just one use. Providing a useful and delightful experience ensures you see positive returns from all the work you put into developing your app and all the resources you spent on customer acquisition.

2. It influences loyalty and return business. 

Forty-six percent (46%) of people say they would not purchase from a brand again if they had an interruptive mobile experience. Compare that to the nearly half of Millennials that have downloaded a shopping app, with another half that says they rely on shopping apps because they are easier to use than mobile sites. Beyond just ROI, providing a good experience drives return business which most definitely impacts your bottom line.

3. It often drives customer acquisition. 

More than half of people (51%) say that they find apps because their friends or family are using them (making this the #1 source of discovery). And some of the most popular apps grow in popularity based on the network effect. A great experience is a major driver towards your existing customers becoming advocates and helping you drive continuous growth. 

4. It’s fundamentally different than desktop experiences.  

Back in 2015, responsive design was all the rage (owing to Google’s 4/22/15 mobile update, nicknamed “Mobilegeddon”). But now, ensuring that text and images “fit” on mobile devices is just table stakes. People use their mobile devices in different environments, during different situations and to fulfill different needs. It’s important to understand how, when, where, and why customers are using their mobile devices in order to understand nuances and then apply these insights to tailor your experiences. 

5. People have higher expectations for mobile experiences. 

Eighty-five percent (85%) of adults think that a company’s mobile experience should be as good as or better than on desktop. And if you count the moments where you are desperately relying on a mobile experience to come through for you—like when you’re checking your account balance using a banking app while standing in line to ensure you don’t overdraw with the purchase you’re about to make—then you probably understand. Ensure your web and app experiences on mobile live up to your customers' high expectations.

Test all your mobile experiences with UserTesting

We recently announced full-screen recording for mobile testing. You can now test any experience that your participants are able to see, share, or show on their mobile devices. With mobile dominating most consumers’ screen time, it’s critical that you are constantly getting feedback to ensure that your mobile experiences meet the mark. 

To learn more about full-screen recording for mobile testing download our datasheet or contact a member of our team.

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About the author:

Stephanie is a Senior Product Marketing Manager for UserTesting with over ten years of experience in brand and product marketing spanning the publishing, online advertising, consumer electronics and now SaaS enterprise products industries.