The mobile channel is still fraught with user
experience challenges that may be costing businesses in abandoned
sales and brand damage, according to a survey by research firm
Harris Interactive.
Four in five (84%) US adults have encountered
problems while conducting mobile payments and 63% said they would
be less likely to buy from the same company via other purchase
channel if they experienced a problem carrying out a mobile
transaction, revealed the research commissioned by customer
experience management solutions provider Tealeaf.
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Despite 47% of consumers expecting the mobile
payment experience to be better than the payment experience
in-store, consumers are struggling with the technology.
Of those 84% that encountered m-payment
related issues, 34% received an error message, 29% said the app or
website was difficult to navigate, 25% were unable to complete a
transaction due to an endless loop, 23% had trouble logging in and
16% said they encountered insufficient, incorrect or confusing
information.
“Doing mobile, and doing it well, is no longer
a ‘nice-to-have’ offering,” said Mike Brown, vice president of
optimization at travel website VEGAS.com.
“It’s now absolutely critical to focus on
optimising the mobile user experience. To do that, one needs to
really grow the realities of your mobile customer experience, as
well as have the ability to test and refine it on an ongoing
basis.”
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By GlobalDataThe study shows that poor user experience via
the mobile channel is proving dangerous for businesses as many
consumers surveyed said they would not hesitate to take their
business elsewhere should they encounter problems.
Forty-three percent said they would abandon
the mobile transaction and try later on a computer, 16% would
become more likely to buy from a competitor, 14% would email or log
a complaint with customer service and 12% would abandon the
transaction via the app/website and try a competitor’s
app/website.
“Everyone talks about the momentum in the
mobile channel and customers continue to show an increasing
appetite for moving transactions to these devices,” said Rebecca
Ward, CEO of Tealeaf.
“However, mobile consumers find the
convenience of transacting anywhere is often offset by unsatisfying
and unproductive experiences. Just because we can pay our bills
from our smartphones while riding the subway doesn’t mean our
expectations are reduced. Mobile consumers are no more willing to
tolerate poor experiences than customers accessing websites from
their desktops.”
