Exploring the Mobile Customer Experience: Three discoveries for designing an effective mobile experience

By Quin McGlaughlin

Mobile adds a challenging layer of complexity when optimizing your online marketing funnel. Testing a winning desktop experience can often produce the opposite effect on mobile performance, leaving us to diagnose where and why our good idea went wrong.

We know that users interact differently on mobile and that there are slightly differing variables at play. Yet with the rapid evolution of the space, the exact nature of those differences are still being discovered. Below you’ll find some of the mobile discoveries we’ve made in the last year of testing. And to help you put these discoveries into action, we’ve created the free MECLABS Mobile Micro Course.

Discovery #1. Design for your customer

On the extreme end, many webpages and offers try to accomplish too much. The eye path is cluttered with competing ads and calls-to-action, a saturation of colors and images, and too many boxes and options — all of which distract the user. Another extreme is when marketers fail to address critical questions in the mind of the consumer. Webpage space is peppered with hero images, irrelevant art, artistic code and design and generic qualitative claims.

For desktop, and especially mobile since concision is key (as discussed later in this article), a webpage’s objective(s) is the barometer you use to measure the relevance of your design and page elements. The goal of your page should be narrow enough to avoid confusing and overwhelming the customer. Yet your design and copy should contain enough relevant value to keep users engaged and progressing toward a macro-conversion.

Design and copy can showcase our style, but ultimately, it’s all for the customer. A webpage should be designed to perform, not to impress. Usability and clarity trump clever design every time. This is not to say that page design is not important, but that each element of the design should support and contribute to the core message — and that core message itself is the sum of your perceived value proposition.

If a significant portion of your traffic is mobile, then it is important to treat mobile as a separate experience since users almost always behave to some degree differently than on desktop. If your traffic is predominantly mobile, then don’t treat mobile as the secondary experience; treat it as the primary. Usability is even more important for keeping consumers engaged in mobile since mobile is a compressed customer experience.

“If mobile is your primary audience, always design mobile first. Your mobile audience should not get a lesser experience if they are your primary [or significant] audience,” said Jonathan Yates, Digital Marketing Lead at MECLABS Institute.

Discovery #2. Long-form is not your enemy, irrelevance is

Take a look at this example from a test conducted for a well-known university seeking to increase enrollment:

In our analysis of the control page, we determined that while customers are motivated and interested, the messaging and sequence of information fails to provide a clear, controlled thought sequence that matches the key questions in the mind of the consumer.

To optimize the thought sequence …read more

Read more here:: MktgExperimentsBlog

Leave a Reply

Your email address will not be published. Required fields are marked *

CommentLuv badge