When I joined the mobile team at ForeSee, I was surprised at how many clients used ForeSee to measure and improve the web customer experience on desktop but were not yet measuring the mobile experience. Even though they were getting a ton of value from measuring the web experience, they balked at a measuring the mobile experience because so few transactions were occurring in their mobile channel.
Fair enough. Do I understand the logic? Yes. Do I agree? Here I must give a respectful but emphatic NO! Let me explain why.
1. The world is moving toward mobile. Every client we measure is seeing an exponential growth in their mobile traffic. It now accounts for 30, 40 or even 50% of digital traffic for many companies. An expanding group of those mobile customers are mobile only or prefer mobile (comScore says 6% of US Internet population is mobile only). This is especially true of the younger generation, who will be your customers in the future if they aren’t already.
2. It’s not enough to know what mobile users are doing, you must understand their needs and expectations for your mobile channel. Companies may use behavioral data to understand what customers are doing on their mobile sites or in their mobile apps. However, they don’t know if mobile users are satisfied by the mobile experience.
Also, mobile offers a different experience from web, even when the content is the same. Mobile users are tapping, swiping and pinching. They could be holding their device in portrait or landscape. They could be on the couch, in a doctor’s waiting room or in your store. They have the option of interacting through the mobile site or downloading an app (sometimes very different experiences.
A client that runs a state lottery believed most mobile users would be “on the go,” so they only offered limited information and functionality. But once they started measuring, they saw most mobile users were actually at home and wanted the full functionality of the desktop site.
3. Mobile impacts your other channels in ways you may not be aware of. Transactions in mobile are growing, but mobile is used even more often for purposes that support sales in other channels such as researching a product, reading reviews and comparing prices.
One major retail client of ours assumed their mobile customers came with the intent of making purchases. But once they started measuring, they found out most of their customers were using mobile to prepare for a store visit.
In addition, customers don’t care which channel they use to interact with your business. Having a good or bad experience in one channel will affect their perception of the entire business. A recent Harris Interactive study shows that 63% of consumers who receive a bad mobile experience from a brand believe that company will not meet their expectations across all channels. So if a potential customer visits your mobile site or uses your app today and doesn’t have a great experience, you might not get a second chance.
Measuring mobile with predictive analytics will help you understand not only how it supports other channels but also how it affects the likelihood of customers to engage with your company in those channels.
If you want to thrive in the new mobile age, every company with a mobile presence should start measuring and improving the mobile experience today.