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The mobile takes over from the client

With more than 40% of online and growing transactions, the mobile is eating the world day by day. When a customer decides to learn and make a decision, the smartphone is the gateway to discovery.

Smartphones, popular apps, and on-demand services are driving consumer behavior into disruptive new directions. As a result, customers are introduced to direct and even unorthodox ways to discover information, ideas and desired results.

While companies are making great strides in mobilizing websites and developing functional applications, it is essential that they understand that being mobile is essential. as the beginning. Digital strategists also need to understand how preferences, expectations and intentions evolve and how their users seek to interact with different platforms.

Mobile success takes more than mobile capabilities

Every day, consumers use their smartphones to search for information before moving on to the next action. Yes, companies adapt by introducing mobile sites and apps that work on the small screen. But succeeding on mobile requires much more than adapting desktop experiences to the small screen. In fact, without a full understanding of the mobile user experience (UX), mobile sites can do more harm than good.

In a recent study, Google found that 51% of consumers do not agree with brands whose mobile sites are not designed to be used on a smartphone. More shockingly, Google found that nearly half of smartphone users would not consider buying from brands hosting poorly designed mobile sites.

That's not all. The loading time, the ease of use and the integration of mobile sites and applications are also essential pillars of the great user experience. If customers encounter obstacles on their mobile journey, they will find a more intuitive solution elsewhere. Seventy-three percent of consumers will move from a poorly designed mobile site to an alternative that makes shopping easier, according to Google.

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In addition, the report ranked the top three reasons why people would not buy on a mobile site:

  1. Charge slowly (51%).
  2. Difficult to navigate (50%).
  3. Hard to find what I'm looking for (47%).

Consumers have an application for usability

This may seem odd because we are undoubtedly living in a mobile first world, but not all businesses need an application. Mobile sites are important – but with applications, the stakes are much higher.

You're not only competing against traditional competitors here. You are also competing with Uber, Amazon, Instagram and any application that sets the bar for the user experience. According to Google, two thirds of customers claim to be able to achieve the same goal on the mobile site of a brand as on their application.

So, what does it take to succeed on both fronts?

The competition on the small screen is quite intense. When it comes to applications, loyalty must be reclaimed. The reality is that many applications experience a turnover rate of 80% in 90 days. In addition, most users only interact with up to nine apps per day.

The reality is that apps need to win the coveted spot on the mobile screen of someone, even among loyal customers. In fact, 87% of them say that they can be loyal to a brand without having its app on their phone, according to Google. In addition, half of them claim not to have even installed the application of their favorite brand on their phone.


You care more about your application than your customers'

Honestly, it turns out that customers do not really think about it. Awareness and low awareness prevent you from knowing or feeling the need to download your application. Google has learned that of 53% of consumers who have not installed the application of their favorite brand, 42% have never considered it and 25% did not even know that it was available.

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But do not try to force or introduce gadget campaigns to entice users to download your app. When it comes to successful application, there is no facilities. Your customers see through. Google has discovered that 63% of users will delete the app after a transaction when they will be forced to download it just to access a deal.

People feel a more permanent relationship because they see the application on their screen every day, and it takes storage / memory. It's much more permanent than a commitment on a mobile site. As such, it must constantly provide value beyond transactions and transactions. The good news is that apps can introduce new differentiated and value-added experiences over mobile sites. Then companies need to educate customers about the unique benefits and capabilities of the application and why they can not live without it. This requires a deep understanding of what customers value, their goals and aspirations, and what their favorite apps offer.

Digital is not the same as the mobile. While every channel is important, mobile is growing exponentially and driving customer behavior and expectations in new directions.

How mobile is different

To win:

  1. Think of a service on demand, on demand or a popular mobile game.
  2. Always provide a value centered on the user. Design your mobile experience as if you were your own customer.
  3. Develop additional experiences for your mobile site and app. People use both.
  4. Think beyond traditional travel.
  5. Do not just create for the small screen, design for it.
  6. Acquire customers with the purpose of a long-term relationship, not a quick download.
  7. Set up significant systems to retain "mobile" beyond the management of the inherited customer relationship.
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With mobile, a set of unique and ever-changing customer expectations challenges conventions and creates new opportunities. A lack of understanding of the needs of people on the mobile today will inhibit the growth of tomorrow.

On the other hand, the adoption of changing customer needs and expectations will foster growth. It's just a question of what you do differently from this point.

The opinions expressed in this article are those of the guest author and not necessarily Marketing Land. The authors of the staff are listed here.

About the author

Brian Solis is a senior analyst at Altimeter Group, a Prophet company. Solis studies the effects of disruptive technology on businesses and society. More importantly, it humanizes these impacts to help people see people differently and understand what to do about it. He is an award-winning author and avid speaker who is world-renowned as one of the most prominent opinion leaders in digital transformation and innovation. Brian is the author of several bestsellers including What's Future of Business (WTF), The End of Business as usual and Engage !. His latest book, "X", explores the intersection between business and design to create engaging and meaningful experiences.