How can you engage your mobile customers?

Mobile devices are now a corner stone of our daily lives. According to Deloitte’s sixth annual Mobile Consumer Survey, four out of five UK adults now owns a smartphone. We spend an increasing amount of time examining our smartphones not to miss a single notification. Brands now have to add a mobile strategy to their online customer experience. Discover which differences there are between customer engagement on desktop and mobile and best practices to engage your mobile customers. 

#1 – Easily engage without being intrusive

The difference in screen size is one of the biggest distinctions between the user experience on mobile and desktop. On a small screen like the one of a smartphone, a notification can quickly become more intrusive on mobile than on a computer. But that’s not all! As they are usually on the move when they are using their smartphones, users are less willing to spend time looking for information. Thus, you should be as direct as possible without being intrusive or giving them too much information.

Tip: according to Content Square, mobile users have a 50% chance of leaving a site after 5 seconds. That’s why you should favour simplicity and be as non-intrusive as possible. Messenger is a great example to follow: little chat bubbles follow you around while you’re browsing without bothering you while you’re doing something else like interacting with your friends and family.

#2 – Think the experience for both iOS & Android

If the user experience is different on mobile devices and desktops, it also differs according to the operating system of your device (iOS, Android, Windows Phone, etc.). Users of different operating systems have their own habits: when Android users will be accustomed to having menus without titles at the top of their applications, Apple Addicts will be used to looking at the bottom of their screen to see their menu.

Tip: it’s important for you to always be true to your brand identity (fonts, shadows, logo, etc), whether you’re on mobile or on the web. You also have to make sure your interface is adapted to all mobile / tablet display formats. The easiest thing is to follow the universal guidelines proposed by the operating systems themselves. You have to take the existing conventions into account and apply your own graphic charter to this template.

#3 – Responsive and focused on your conversation

Because they are usually on the move, mobile users are more in a hurry, more direct and informal with their contacts. Because they are also very accustomed to messaging apps (from text messages to WhatsApp or Messenger), they’re also quite focused on the conversation they are reading and more responsive! They expect the same responsiveness and concentration from their contacts.

Tip: the more active and focused on solving your contacts’ issues, the quicker you solve their problems and the better you succeed in handling conversations promptly. But being fast and being responsive are two different things. Do not mistake responsiveness with swiftness! It’s more important to have the time to proofread your answer before sending it to the online shopper (make sure there are no spelling or grammar mistakes, etc.).

#4 – Drag & drop

Drag and drop is a method which consists of using a computer mouse, a trackpad or a screen to grab a graphic element drag it to a different location on your smartphone, tablet or computer screen. This method can especially be useful when you want to engage customers and prospects on your website or mobile app! Why? This way, they can contact you in the blink of an eye without being interrupted in their browsing. Thus, they can continue to do other things while interacting with your brand.

Tip: follow the example of the Messenger platform! The Facebook app has created a simple and intuitive graphic element. It enables its users to be notified and interact in real-time with their contacts without being interrupted in their browsing. This way, they can chat with their friends and family while doing something else in the meantime.



Customer service in the age of mobile commerce

French and Belgian born in France and interested in everything related to Marketing, Foreign Languages and the Web.

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