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This is why a good UX is essential for your mobile website

Author's avatar By Robert Jones 19 Sep, 2017
Essential Essential topic

Chart of the day: Research by Google reveals why it's so important your mobile website has good user experience

Mobile experience directly affects conversions and whether users will purchase again.

Users who have a bad mobile user experience are 60% less likely to revisit and purchase from that brand in future. In addition, 90% of users who report having a good experience would purchase from the brand again.

It isn't a "chart" as such, but as you can see from the graphics from Google below, those users who had an interruptive experience, which wasn't fast or smooth (in terms of load times etc) are less likely to purchase from that brand in future.

This is why a good UX is essential for your mobile website

What do users need?

They need speed and assistance, people may be using their mobile in the moment of researching a purchase - mobile data may also be slowing them down, your site should not encourage this. With mobile increasingly important for both product research and sales, your site needs to be fast and responsive. Ads often slow down pages and they don't need to provide a poor experience, ads can still be well embedded on websites - they simply should not be annoying.

Users want to research, read your content or even purchase from your site as quickly and easily as possible. Frustration doesn't sell, giving your users a seamless experience along with giving them control, choice and relevant content on their mobile is more likely to lead to increased conversions.

Author's avatar

By Robert Jones

Robert Jones is a specialist in CRO, UX Research, insight and digital Marketing. He is CRO Analyst at Enjoy Digital. He has a Psychology Masters of Research, has run large digital marketing campaigns to build research panels and worked in insight roles for Vision Critical, ASDA and WhatUsersDo. He also managed all of Smart Insights member resources and published several guides including "How to conduct Persona Research" as well as contributing over 100 blog posts to the Smart Insights blog. When he isn’t working on marketing campaigns he is most likely eating authentic Italian food or planning his next short trip. You can connect with Robert on LinkedIn or follow him on Twitter.

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Mobile CRO techniques

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