Your mobile website can make or break your customer experience

Libby Margo in Growth hacking on 9th of Apr 2019
mobile speed optimization

Mobile speed optimization

We know how crucial website speed is when it comes to creating good first impressions. A desktop website that loads quickly will result in more engaged visitors — and engaged visitors click on more of your links, buy more of your stuff, and convert more often.

The same principle applies to mobile websites. In moments where you’ve had to look for information, know where to go, or learn how to do things, we’re willing to bet that you instinctively reached for your mobile device. In fact, Google research tells us that 95% of customers use a smartphone to find answers to their problems.

We also know that placing customer experience at the heart of a brand ensures that your customers keep coming back for more. Creating a positive customer experience involves empowering people and the most effective way to do this is through mobile. Why? Because it’s the one resource that almost everyone, regardless of age, has in their possession.

What does this mean? Your customers are unlikely to tolerate a mediocre mobile experience. And if you want to get serious about delivering your best customer experience, you should be thinking about prioritizing your mobile website’s performance. Here are some tips to get the ball rolling:

Make speed your number 1 priority

Here’s the thing: if you’re investing a substantial amount of resources trying to get people to visit your mobile site, you should be offering them the fastest experience possible. If you don’t, you’ll risk losing your customers. By prioritizing mobile speed, you can get more information to more customers — and guide them towards a purchase decision (or other call-to-action) more quickly.

Pharma giant Pzifer understood the importance of prioritizing mobile speed; they did this by establishing a “speed budget,” the amount of time they will accept for a site to load. Let’s say their speed budget was set to 5 seconds. This meant that any new images or features that were introduced to the site must not result in the page taking more than 5 seconds to load; if it did, it would be rejected. As a result, their mobile sites loaded 38% faster and their bounce rate decreased by a massive 20%. By making mobile speed their number 1 priority, Pzifer was able to get more information to more customers, empowering them to navigate their own health care more quickly.

Design is important — and so is accessibility

When it comes to creating a positive customer experience, design matters a lot. But all too often, marketers and designers can be so caught up on producing the most beautiful mobile site that they forget to consider 2 important factors: that the site loads quickly and actually solves their customers’ problem. For example, you may work in a digital agency that creates websites for your customers in the restaurant and bar industry. There’s no point creating the most aesthetically pleasing website for your restaurant client if it takes too long to load and if it’s missing the sort of information your customers will expect such as menus, contact information, and opening hours.

Accessibility is also crucial; your mobile website must be easily used by as many people as possible. Think about your target market: if your audience primarily consists of people over 50, consider creating sites with larger fonts or providing subtitles when video content is fundamental to the customer experience.

Don’t just focus on mobile

Finally, it’s critical to remember that mobile is just one part of the customer experience. Although your customers are using mobile devices heavily, it won’t be the only medium they’re using to interact with your brand. According to SAP, Internet users spend 3 to 4 times more when they’re targeted across multiple channels, rather than just one channel. In order words, you should be thinking about multi-channel engagement; this means learning how your mobile website will operate alongside other channels such as desktop, TV, or even print (for example, letters and postcards).

Once you’re happy with the way your mobile website is running, be sure to create a holistic customer experience that will engage your audience, no matter what device they’re using. Here’s a simple example of a multi-channel customer journey that uses SMS to capture new leads, but follows up on another channel such as email. Of course, more channels can be added to this journey.

People have increasingly higher expectations and demands for better customer experiences — and your mobile website’s speed will be a contributing factor to this. While it’s important to ensure your mobile website is up to scratch, it’s just as critical to consider the mobile experience as just one component in a holistic multi-channel customer journey.

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