While more than half of brands say that customers regularly research their products on mobile, 36% rate the customer experience they provide to mobile users as 'poor' or 'very poor'.

As more brands launch mobile sites and apps, and use mobile marketing, providing an excellent customer experience becomes ever more important, and these results suggest there is much to be done. 

So how are brands adapting to this challenge? Our Reducing Customer Struggle 2012 report, produced in association with Tealeaf, has some of the answers...

Use of mobile platforms

Most brands no longer need to be convinced of the need to offer mobile channels to customers, with 74% saying that they have implemented a mobile-optimised site. 

Which of the following mobile platforms has your business implemented?

Tracking mobile metrics

While brands are providing mobile channels, there is work to be done to both understand and improve the customer experience.

Judging by the responses to our survey, while brands are measuring traffic and devices used by mobile visitors, too few are measuring the kinds of metrics, like behavioural differences, which can help to improve the customer experience. 

Does your company track the following mobile metrics?

Understanding the mobile user experience

Just 18% of respondents describe their understanding of the mobile user experience as ‘excellent’ (3%) or ‘good’ (15%), compared to an equivalent combined figure of 45% for the overall online experience.

How companies rate their understanding of the mobile user experience (compared to the overall online customer experience):

Mobile customer experience

Mobile UX issues

Providing an excellent mobile user experience is tricky for brands, as factors like the variety of devices and variable connection speeds present major challenges for designers. 

Screen-sizing isssues and bad navigation are the two biggest issues, followed by slow page loading

What do you think are the most serious issues your customers encounter when they interact with your brand via a mobile device?

Mobile does present a challenge for brands, and treading the line between having the features and detail that users expect, while keeping the site fast and usable isn't always easy. 

However, the rapid growth of mobile commerce and the success that some brands have had with this channel, means that improving the mobile customer experience should deliver results for companies. 

Graham Charlton

Published 12 June, 2012 by Graham Charlton

Graham Charlton is editor in chief at SaleCycle, and former editor at Econsultancy. Follow him on Twitter or connect via Linkedin.

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Comments (4)


Rebecca Wilde

Another important problem that most of the mobile users face is the difficulty in clicking on links. I have been a part of Gilt's mobile app development team and the app that Gilt has is rated very highly by its customers...give it a try :)

about 6 years ago



Apps crashing are very common too. Also, with iPhone and iPads, I've noticed that (especially recently) updating apps doesn't work and they become unusable. This is very annoying :(

about 6 years ago


AceFlex | Smart e-Business

For e-commerce Websites, the platform they were built upon must provide instruments to display efficiently the content for variety of devices. With a well-designed architecture of such solutions, the shopping experience will be outstanding.

about 6 years ago


Eptica Blog

As you say Graham most brands have launched a mobile presence (whether via an app or an optimised website). However too many seem to have done it in isolation from existing channels, which leads to disconnects in the customer journey – what is needed is a joined up approach that treats the mobile customer experience as part of the overall CX approach.

about 6 years ago

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