Handhelds and other mobile devices have completely transformed the way that customers and businesses interact. Over the course of the past decade, businesses have to leverage mobile technology to enhance the customer experience, presenting consumers with the ability to use their phone or computer to view websites, research products and make purchases. It’s been estimated that 4 out of 5 customers around the world have used their smartphone to shop – and that number continues to grow.
It should be noted, however, that just because consumers are embracing mobile technology as a means to carry out their buying experience, or to interact with the brands they appreciate the most, this is not to say that they will use just any mobile app.
User-friendly and easy-to-navigate mobile apps are paramount when it comes to driving potential buyers to your mobile app or storefront – and, most importantly – enticing them to stay! If you have mobile app features that are complicated, too over-the-top, or distracting, mobile users will quickly move on to something else.
It is crucial that your mobile app creates the best user experience possible. Here are the top three mobile app features that users most often complain about.
- Not being able to quickly find contact information
More often than not, when a potential buyer is visiting the mobile application of a business, they are multi-tasking and looking to quickly find the information they need. If your business has a brick-and-mortar location, this might mean that a consumer is trying to find where you are, or at the very least, trying to find a way to contact you while they are on-the-go. If you don’t list your contact information on the first page and expect your visitors to have to sift through multiple pages just to figure out how to contact you, this will only result in them abandoning their search and contacting someone else. Your company contact information should be clearly listed at the bottom of each page.
- Confusing Slide Galleries
Companies and blogs have developed a fondness for featured images and slide galleries that break up photos or lists into multiple pages. (You likely see this referred to as ‘click bait’ on some of the more popular social media pages.) While this may work for a traditional website, mobile users HATE it. Not only does it increase page load time, but it also is not very user-friendly.
- Mandatory Social App Logins
Many mobile apps allow users to take their mobile app experience one step further by connecting to outside social apps like Facebook or Twitter. And while these sites can add to the overall user experience sometimes, do not make it a necessity in order to view your website (especially if it doesn’t relate to the use of your app). Many users do not have social sites or simply may not want to link their personal information to an outside app in order to shop or read about a brand. Therefore, think about what makes sense for your users before incorporating outside social logins.
It has become commonplace for mobile apps to enable users to connect the app to their social media profiles. There are instances where this might add to the overall user experience, but users do not appreciate being told that it is mandatory – they prefer to have the option to disconnect or say no. The public is becoming increasingly private and does not want to give away every detail about their lives to businesses.