In today’s digital age, customers have come to expect seamless and convenient experiences when using apps and mobile websites. However, a recent study has found that a poor user experience can have a significant impact on a business’s bottom line.
According to the study, 55% of customers will not return to an app or mobile site that delivers a poor experience. Additionally, nearly two-thirds of consumers will abandon an app or mobile shopping transaction if they encounter problems during the process. This means that businesses that fail to prioritize user experience risk losing a majority of their customer base.
Customers care about the app experience more than the brand. A survey from digital experience intelligence firm Fullstory found that 44% of customers don’t care where they shop as long as it works. With 42% of marketers believing customer loyalty will decline this year due to spending habits, it’s now more important than ever that a brand’s app experience is seamless in order to entice customers to return.
The major frustrations among app and mobile shoppers include slow loading times (72%), loading errors (63%), dead links or buttons (46%), forms that don’t accept inputs (39%), and page glitches (38%). Additionally, 76% of shoppers have as their top priority to finish their transactions quickly.
One in three consumers said that mobile app and online experiences left them feeling stressed with 71% of Americans rage-clicking on a site or app. However, some app categories fare better than others. In retail apps, around half of consumers described the digital experience as simple compared to just 26% using travel apps. Healthcare (31%) and grocery (33%) apps may need to rethink simplifying their functionalities as well.
It’s crucial for businesses to understand the importance of user experience and take steps to improve it. This can include conducting user research and testing, implementing user feedback, and regularly updating and maintaining the app or mobile site. Another way to improve user experience is to make sure the app or mobile site is accessible to all users, including those with disabilities. This can be achieved through the use of alternative text, keyboard navigation, and other accessibility features.
In short, user experience is a crucial aspect of any app or mobile site, and businesses that fail to prioritize it risk losing a significant portion of their customer base. By investing in user research, testing, and accessibility, businesses can ensure that their customers have a positive experience and keep coming back for more.”
Here at Pocket App, our design team is obsessed with superior user experience. Don’t just take our word for it. The My Footprint app we developed for WWF recently won two gongs at the Digital Impact Awards, one at the BIMA Awards, and another four at the UK App Awards, including Best Design/UX.