Why Embracing Mobile User Experience Is Essential To Growing Your Business
July 17, 2019
How A Positive Mobile UX Transforms SMBs
Improving the user experience (UX) is one of the central focuses of digital transformation. When decision makers undertake a strategy for DX, an improved experience for customers will often be cited as one of the primary motivations.
A good UX enhances the customer experience (CX) by making it easy and enjoyable for users to get the information, service, or product they need from a business.
However, to craft both the CX and UX, companies need to be mindful of how users are accessing and interacting with their brands. In 2019, that means emphasizing UX for mobile platforms.
According to Pew Research, at least 47% of Americans browse the internet entirely or mostly on their smartphone—a number that is expected to increase.
Among individuals under 30, that number ranges as high as 58% in Pew’s 2019 survey. Here’s a look at how that’s changing the way businesses must think about their digital presence.
Mobile-Friendly Means Mobile-First
Customers Expect Excellent Mobile Experiences
Designing to be mobile-friendly is not optional for many modern SMBs—in fact, it needs to be at the forefront of considerations when a business begins to refine its digital presence. Designing for mobile needs to include all business applications, not merely the website and social media.
An excellent mobile UX interface should allow customers to do everything from their phones that others can do from a computer or even in-store.
However, the physical constraints of mobile devices bring their own set of challenges to designing for mobile UX. For instance, the smaller screen size means designers must emphasize scalability for a business’ brand to remain consistent across all channels.
Businesses are turning to apps to bolster their digital presence and to meet the challenges of scalability and functionality. Today, 67% of small- and medium-sized businesses (SMBs) have an app.
It’s imperative for SMBs to have an app because they drive sales, keep customers engaged, and improve their services. Not to mention the added ability afforded to analyze campaigns in real-time makes location-based marketing a reality.
Apps Extend the Digital Presence
Mobile Apps Are Now a Viable Option for SMBs
It’s becoming easier than ever for businesses to create their apps. An app provides many features and supports parts of the customer experience, which mobile interfaces have traditionally struggled with. For example, apps can be optimized for transaction processes and online shopping, whereas a mobile design may struggle with scaling an interface built for a computer.
Early in 2019, there’s already a race to adopt mobile apps for a variety of business functions amongst some of the most prominent vendors online. Starbucks, Amazon, and Walmart are examples of large businesses that have all stepped away from the use of mobile-responsive websites towards apps to enhance the online shopping experience.
And it works. Amazon, for example, boasts some 54.4 million app users with at least 50% of its users regularly making purchases through it. Likewise, Starbucks estimates that at least 40% of its app users have made an in-store purchase using mobile payment.
It used to be that only large corporations could afford to make a dedicated customer app for their business, but that’s no longer the case. Now it’s more affordable than ever for SMBs to create an app to engage with customers and generate more leads.
Cutting Edge Tools for SMBs
Low-Code Platforms Provide Flexibility to Create for SMBs
Things like rapid app development platforms are making apps accessible for businesses of all industries. For example, Mendix facilitates the creation of enterprise-grade, cloud-hosted apps without the need to create an extensive—and possibly cost-prohibitive—development team.
Low-code development platforms offer the perfect solution SMBs because they allow users to design and build applications with little to no coding experience necessary. The best low-code apps are easy to deploy, scalable, secure, and include visual development tools.
The future of low-code solutions lies in the data. As these platforms develop, low-code platform builders need to look to connect their platforms to even more data sources. The use of such tools is currently cutting edge, but 2019 is already indicating that they will become commonplace. Digital transformation must consider them to extend a company’s digital presence further.
Customer Expectations for Mobile UX
Reliance on Mobile Technology is Increasing Among Consumers
Customers increasingly expect to be met by businesses on their preferred choice of device and interface. In 2019, that preference lies overwhelmingly with mobile devices, and customers can be unforgiving—research suggests over half of users abandon sites that take over three seconds to load.
According to Google, people who have a negative brand experience on mobile are 60% less likely to purchase from that brand again.
However, apps provide positive experiences for customers because they’re specifically built for mobile devices, not merely adapted for them. In addition to more familiar exercises such as shopping on the go and more accessible payment platforms, apps also support a much broader range of UX functionalities than mobile-friendly websites.
For example, one of the most significant areas of growth for mobile UX involves the use of apps to facilitate customer support. Providing adequate support has always been a pain point for businesses, with one of the biggest complaints from users being an inability to get ahold of a person to address an issue they have.
However, apps make this process more streamlined, thereby helping meet the customer expectation that they’ll be able to connect with support when they need it. Their issue can be more quickly answered with automation or directed to the correct person to be resolved—all through a strong mobile UX platform.
Digital Transformation and the Mobile UX
A Strong User Experience is a Significant Part of Modern DX Strategies
Digital transformation emphasizes UX for mobile as a strategy for how to grow a business in 2019. While an emphasis on a mobile-friendly digital presence has existed for a few years, it’s beginning to become apparent that mobile-friendly needs to mean mobile-first. After all, most customers now interact with the internet—and thus with most brands—on their phones.
The advent of more accessible app creation tools, such as Mendix, is further driving how businesses optimize their mobile user experience. Apps extend the digital presence, driving sales by providing one more convenient way for customers to get exactly what they need.
Want to Learn More?
Mobile UX is just one aspect of digital transformation which is changing the way small businesses operate in today’s constantly evolving landscape. To learn more about how you can modernize your organization, reach out to our Managed IT team and speak to one of our experts today! http://bit.ly/2Z3kAGr