Why rubbish mobile UX is the worst

Bad (mobile) experiences harm (customer) relationships. Analytics Consultant Will Smith explains what you can do to ensure your website's mobile experience isn't losing you customers.

I know I’m not alone in this scenario; after a busy day in the office, I’ve come home, made dinner and now it’s time to kick back, relax, having some me time. With the TV on in the background, I pull out my trusty, albeit slightly scratched, iPhone and decide to browse some of my favourite brands’ websites for some clothes that really, I shouldn’t be buying (but probably will…).

It's not uncommon for me to browse the internet while lying on the sofa – actually, I imagine a lot of people do this with their evenings. There’s a lot of chat about mobile now, after all, in a lot of industries, mobile has overtaken desktop as the most popular device. I’m guessing the sofa lazing has something to do with it.

As I lie there casually sifting through some awesome (and some not-so-awesome) shirts, which I could see me rocking both in the office and when I’m out for drinks on a Saturday, I decide to add to basket and treat myself (again). Going through the purchase funnel, it’s quickly becoming apparent that this experience isn’t going to be the greatest – it’s fiddly, the CTAs are too small, the right keypad doesn’t come up on different fields when I’m typing information – why does this have to be so annoying? My laptop is all the way across the room, and the charger is plugged in under my desk, that seems like a lot of effort to dig that out. Screw it, I’m closing the window – no sale! I’m not the only one who’s done this. A Jumio survey suggests that up to £6bn of revenue is left on the table due to a poor mobile user experience – and I’ve just added to this figure.

It’s not me, it’s you…bad experiences harm relationships

We talk a lot about mobile, and how important it is to your business. Not only does Google place massive emphasis in terms of SERPs to ensure your site is mobile friendly, mobile a critical revenue driver and also plays a big role in determining brand loyalty. Business Reporter states that 85% of users who have a negative experience on a mobile are unlikely to conduct business with that company again.

Let’s be fair, it’s easier to make the mobile experience a bad one than it is to make it a good one, much like it’s easy to make a bad site than it is a good one, but just to be clear, creating a great mobile experience is critical, not optional.

So what annoys users? Usability issues are far more irritating than uncertainty issues – with 68% of users reporting that a bad experience is the most annoying thing on a mobile, compared to 21% saying the lack of confidence in payment security or handing over personal data puts them off. Usability issues can range slow load times, poorly placed CTAs, fiddly and cumbersome purchase funnels to not being able to find the support button (the list of annoying things goes on and on).

Let’s make it better