A recent LogMeIn and Vanson Bourne study found that mobile purchasing is increasing, but customers must be able to make direct contact with companies to have a positive mobile experience.
The “Effective Mobile Engagement Report 2016” revealed that more than half (53 percent) of respondents often or always use their mobile device to research products or services before buying them, and an additional 44 percent often or always using their mobile device to actually purchase these products or services.
Of the respondents who use mobile devices to research products or services before purchasing, the majority (67 percent) utilizes search engines to answer questions during the mobile shopping experience. Another 58 percent tries to contact a person at the company to get their questions answered.
In order to deliver a better customer experience, organizations should encourage engagement, according to researchers. “Nearly half (44 percent) of respondents rank the ease of finding support options/contact us information as the most important factor to ensure a good mobile experience.”
More than 70 percent of users report abandoning a mobile experience at some point during the last year because contact information was too difficult to find.
“This reinforces the importance of making it easy and transparent for customers to quickly contact a live person to address their needs – and the method of contact must be prominent,” says researchers.
Brands Falling Behind in Mobile Marketing Implementation
A recent survey from Sitecore and Vanson Bourne discovered that 41 percent of brands currently have no mobile marketing strategy or have yet to implement an existing plan, even though 97 percent believe a good mobile experience impacts customer loyalty.
This survey also found that security features, speed and convenience were the three most important factors for brands to consider when creating a well-received mobile experience.