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How to build a better customer experience
According to experts website conversions have fallen off by 50% when a mobile landing page takes more than six seconds to load. While responsive design may solve problems of page loaded on websites, the key to more engaged shoppers is a fluid customer experience. How can a brand build a better experience when responsive design may cause more problems?
Carin van Vuuren, CMO, Usablenet: Mobile sites built with responsive design are unable to effectively take into account the context of a mobile user. When content is the same across each channel on a responsive site, it becomes difficult to execute and manage separate promotions designed for the mobile-only user - especially those that target users with unique offers based on location.
Additionally, responsive design naturally limits the ability for marketers to create and manage unique promotions or offers that differ across channels. When using a responsive approach, marketers are unable to take into account the context of user when creating mobile-only promotions based their location or other factors, for example.
Kristina: How does Usablenet answer this problem?
Carin: Customers are very different from one another, but they often have common goals when it comes to browsing or shopping on a mobile site. Our roots as a company are in web accessibility and usability. We have extensive experience in understanding user behavior on mobile, and we bring that insight to bear when we create experiences for clients on mobile, tablet, in apps and on kiosks.
Kristina: The term 'customer experience' began buzzing last year and in 2013 has grown even more. How can a brand ensure a good experience when customers are so different from one another?
Carin: To achieve a compelling customer experience on mobile, brands must take a "user first" approach, which is key to keep mobile users coming back. Secondly, brands need to focus on creating next-generation mobile experiences that fuse best-in-class UX with functionality that supports context-rich experiences, like social, local and personalization. Lastly, brands need to design mobile experiences for speed and task completion, by streamlining key user journeys like checkout and payment by bringing functionality like mobile payments into the experience.
Kristina: Fleur du Mal is one retail website you point out as a good example for 'user experience'. What sets them apart?
Carin: Fleur du Mal's next-generation mobile experience combines engaging content, visually enriching images, easy-to-use browsing and checkout options, and content publishing tools to enable frequent real-time campaigns and promotions. The mobile site loads in under 5 seconds, and visitors to the site immediately notice how easy and engaging the experience is. Every aspect of the experience is designed to promote product discovery and enable fast and efficient browsing. The mobile site also features advanced social integration and personalization using location-based targeting, which sends users mobile-web based targeted information on local deals, promotions and pop-up retail events. As an online-only brand, Fleur du Mal recognized the importance of creating unique mobile experiences that enable them to better engage with their customers on mobile.
You can read part one of my chat with Carin, including her thoughts on responsive design, here.
Image via Shutterstock
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