HARDISON’S TIPS – DECEMBER 22, 2021 – Why Mobile User Experience Will Rule the Market -1
I am an evangelist for mobile technology, because I encounter its power in my life every day.
Case in point: As a recent quarter rolled to an end, I thought all of the deals I supported as a solutions engineer were on track to close.
But as I boarded a plane for vacation, one of my account executives called—they needed crucial information to close a deal. I had to respond quickly, since there were only a few business hours left in the day. I leveraged mobile apps via airline Wi-Fi to address the client’s question, and sent supporting documentation within minutes. The email traveled from 30,000 feet in the air to the client’s screen—how’s that for a quarter-end fire drill?
Customers no longer live attached to desktops—and neither can sellers, or the businesses they serve. Our mobile age demands the ability to make immediate updates, have visibility into the activity of their teams, and respond in real time to crises. Especially for SaaS companies, failing to fully leverage mobile could cost millions of dollars. Here’s what’s at stake.
Mobile access means business
Supporting mobile users is critical for organizations that don’t just want to meet the growing demands of customers, but want to exceed their expectations through a positive mobile experience.
Failing to invest in mobile today means missing opportunities tomorrow. The majority of adults in the U.S. use their mobile device when they go online, and when they are online, they spend 88% of their time on mobile apps, according to Insider Intelligence. Clearly, mobile is where customers seek answers. That means businesses need to meet their users on mobile with the solutions their client-base seeks.
But launching a mobile app is not enough. Retention depends on how well users can navigate your app, how intuitive it feels, and if it satisfies their needs. The Boston Consulting Group reports that 90% of buyers will buy again from the same vendor if they experience a superior mobile experience.
For businesses, that means they need to take the time to create an app that forges a deeper connection with customers. That requires eliminating errors, making the app fast and easy to navigate, and ideally, designing features that bring users delight, so they have a positive and memorable experience, and will return again and again.