Users have demonstrated that they prefer mobile for their communications because they see it as a two way street where they can both self-select and receive individualized content.
But many brands and companies are still harboring the "If the experts say mobile helps drive sales then we'll use mobile to drive sales".
That's the kind of strategy that banks get 'dinged' for in TV commercials all the time. All jokes aside, even if banks get a bad reputation for not caring enough for their customers, they sure have done exactly what their customers have asked for by allowing mobile deposits through their banking apps- and it's really paid off.
Consumers are embracing mobile devices for the ease and convenience they bring to everyday activities, such as using smartphones and tablets to deposit more than $40 billion into their accounts by snapping a picture of a check, according to Mitek, a provider of mobile imaging services that enable the mobile deposit features of banking apps. And, you know that when personal finance management via mobile apps is entrusted by millions that you've hit the jackpot for proving that there is enormous potential for consumers to trust mobile for every activity and interaction.
Now, you have to stop and ask yourself, how did the banks realize this point of convenience would be so admirably appreciated by consumers? Even more so, imagine what barriers would have been difficult for banks to overcome to reach such an innovative idea. For one, coming up with an innovative idea like mobile check deposits isn't something the bank would HAVE to improve upon- the fact that banks have already invested in ATM and branch locations throughout their geographic footprint means that there was not a gap in the services. The idea of going to the bank to deposit your checks had been working fine for literally hundreds of years. Today, it's now just another thing we expect from our banks- proven by the high adoption rate and the billions of dollars in deposits that have been entrusted in the care of mobile banking apps.
Plus, another study conducted by Quicken found that 15% of those surveyed say they prefer to check their financial accounts on a smartphone or tablet and that number is only going to grow in the next five to ten years, according to Barry Saik, vice president and general manager at Quicken. Additionally, more than 50% of users check their financial account balances on their smartphone monthly.
What are the implications for your brand or business? When you think about mobile, challenge yourself not to think inside the box (re-designing your current desktop web assets for mobile) but allow yourself time to think bigger.
Are there any areas of your business that perform customer facing functions that would be easier and more fun to do on mobile? Our clients have unanimously agreed that old paper and desktop web and email surveys are not quite as engaging, so they've moved their customer feedback program to our system to give their customers a refreshingly simple mobile experience for giving feedback. Since the ability to feel that one's opinion has been heard and is appreciated improves customer loyalty, it's a double win for you! Your other win for customer loyalty is adapting user experience to be simple and snazzy on mobile, but more on that in a little bit.
When it's easy to do on the go, people will do it. In the graph to the left from Google's Our Mobile Planet you can see than an overwhelming majority of US smartphone users say that they use the internet on their smartphone to pass time while waiting (around 70%) and to answer questions quickly (around 60%) and that behavior doesn't really change at all between the 18-year old and 49-year old users.
Ultimately, it's important to keep in mind what consumers really expect. The percentage of smartphone users that expect websites to be as easy to use as on a computer is already over 60% and it continues to grow. Consumers expect your web experience to be seamless on mobile- even if you think it's an unreasonable expectation from the brand's perspective. It takes a serious investment of time and resources to be mobile friendly but it's worth it!
In fact, it may be what's standing between you and increasing your sales. First impressions are everything with mobile: 44 percent of online shoppers said they would never return to sites that are not mobile friendly, according to a new report from Kentico Software.
"The most surprising finding was the difference in the trust placed in self-selected content such as reviews and natural search versus digital push communications such as banner ads and text messages," said Tracy Stokes, principal analyst at Forrester, Boston.
A new report from Forrester Research on digital push communications showed that less than 15% of U.S. consumers trust text messages from marketers and information on mobile applications. This is important- make sure that you offer options for your customers to connect with you- allow them to have several interactions with your brand via channels of their choice to build their trust. And, above all, find ways to allow your customers to initiate and choose the timing of communication and engagement with your mobile brand assets.
The moral of the story: If you make everything your customers need and want to access seamless on mobile, they'll choose to visit your content again and again. And, you'll become the brand that they're checking out when they're on the go and passing time browsing the web on their smartphone.
Not sure where to start in becoming mobile friendly? Ask your customers! Consider using mobile surveys (like ours here at On The Spot Systems) on your website that are smartphone and tablet friendly and extremely easy for consumers to use.
Ask your customers visiting your website on their smartphones and tablets (you can target showing the mobile experience survey using browser detection) Ask them if they think the experience is mobile friendly, what pages or sections of your site need the most attention to be user-friendly, and what they need to be improved before they consider using your site on mobile frequently.
Then, you'll have a starting point where you can begin your rollout of redesigned mobile web properties with user-experience in mind. Need help? We're here to coach you on delivering your customers the best user experience possible across every device- mobile and otherwise!