8 Ways to Improve Customer Experience on Mobile

November 14, 2022
8 Ways to Improve Customer Experience on Mobile

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Mobile devices are increasingly redefining how customers seek information, communicate and go about their daily routines. 

Mobile devices areincreasingly redefining our old ways of living.

Today, most of us turn to mobilefor any and everything online – from ordering food and banking to meditating andshopping. We spend 70%of our total digital media time on smartphones, making them a number onemedium among users.

This gives the mobile retail ahuge potential in terms of customer reach and conversion, which is why learningto optimize your store for mobile is essential.

So in this article, we’regoing to look at the ways you can improve your customer experience on mobile alongwith the kind of technologies that’ll transform how consumers use theseplatforms in a not-so-distant future. Let’s get started!

1. Use Progressive Web Apps

Progressive Web Apps (PWAs) help developers and merchants build fast ‘app-like’ experiences on the web so as to enhance users' in-store experiences and boost online conversions. 

infographic by hipster

According to app developers from Atlanta, using PWAs helps to reduce problems that come with poor cart conversion and customer acquisition.

It also redefines your customers’ interactions and experience with your brand by making shopping more engaging, personal and faster.

2. Create Similar Functionality Across Platforms

Many brands have challenges with the mobile experience because of treating it as a separate entity or platform and not incorporating it in their core product. 

electronics on orange background

So instead, try approaching your mobile identity as an extension of your brand. This will help increase its recognizability among customers, facilitate to easier navigation through the platform and solidify your brand identity as a whole.

3. Integrate Back-end Systems and Processes

For retail brands, customers should be able to use their mobile gadgets to search inventory for your nearby stores. 

Walmart, for example, uses Jetblack - an AI powered concierge service, to provide exclusive personal shopping services to customers at a fee.

women ordering pampers through jetblack ai
Image: Retailwire

The challenge lies in using data and integrating your processes and back-end systems to understand their expectations better. Can they be assured that what they want is in stock, and available in stores close to them?

While adding such functionality can be challenging for brands, it’s more of a process hurdle than a technical or app-related one. 

So focus on improving your overall business process rather than just the technology or the design of your app to improve the customer experience.

4.   A Strong Partnership Between Departments

Teamwork is critical in creating a seamless UX for your customers. Your company’s marketing, IT and sales departments need a strong partnership to break down the barriers.

customer experience infographic by zendesk
Image - Zendesk

This will involve balancing any competing goals and objectives, such as innovation and speed for the marketing team with stability and security for the IT team. 

It’s important to ensure that instead of clashing, these objectives rather work together to improve the customer experience and move the organization forward.

5. Consider Augmented Reality (AR)

AR is one of the innovations that can drive advances in mobile experience in years to come. 

A good example is Nike, whose app uses AR to help customers see how the different pairs of shoes will look on the customers.

purchasing shoes through ai on smartphone
Image - Pinterest

Similarly, voice technologies will impact the buyer experience on mobile as voice search is rapidly growing in preference with many customers now choosing voice assistants, especially when they are on the go.

And the convergence of IoT sensors with mobile devices goes even further, expanding customers' possibilities to interact with objects wherever they are. 

Together, these innovations redefine the digital-physical integration for all of us. So it offers a great opportunity for brands to find new ways of communicating with their customers and delivering fulfilling and personalized experiences that will foster customer loyalty going forward.

6. Design Your App for Mobile Platforms

Currently, the major platforms are Android and iOS, which are used globally to design apps. 

Both of them work with unique standards and conventions, causing the sizes and resolutions of apps to differ, as well as the look and feel of their UI and much more.

android and apple logos
Image - MarketingLand

This can pose some major obstacles to both you and your customers, probably being one of the reasons why apps often lose up to 77 percent of users in their first three days.

So as frustrating as this is, it’s important that your app is tailored up well to the mobile platform it’s used on, so that your customers can have the best of the experience possible.

7. Have a Well Thought Out On-Boarding Process

Your on-boarding process can make or break the customer mobile interactions, whether it’s downloading the app or even opening the company website. 

So making a good first impression by having a well-crafted on-boarding process can bring the customers closer to your business goals, consequently increasing their likelihood of purchasing your products and becoming loyal.

on-boarding process
Image: Mindimpression

The main idea here is that the process should be beneficial, intuitive and seamless to the customer. You can do some quick improvements to ensure that, such as:

  • Having a clutter-free first screen by taking out unnecessary information
  • Offering a quick tour of the interface to remove uncertainty or ambiguity
  • Including design elements that inspire positivity
  • Make it easy for customers to skip the onboarding process if they want

8. Create an Interactive Experience

Users engage more when they're given a captivating experience with your brand.

You can leverage that by making sure your customer journey stays interactive and conversational. For example, MailChimp uses high fives to let their users know they’ve completed a desirable action.

mailchimp high five
Image: Invision

In effect, this gives customers a sense of playfulness and interaction, as instead of being passive consumers, they become active participants of the dialogue, increasing their engagement as a result.

Final Thoughts

Impressing today’s customers isn’t easy. The ever-changing technologies consitantly raise the expectations, making it hard for brands to keep up with the trends.

With this list, we wanted to give you some simple, yet tried and tested strategies that will help you to create a memorable mobile experience for your customers. 

We hope you've found something useful for yourself and in the meantime, are wishing you all the best in your marketing strategy.

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