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Superior customer mobile experience relies on intelligent behavior analytic solutions - here's why

Jack Schneider Profile picture for user Jack Schneider June 28, 2023
Summary:
The mobile mindset - Jack Schneider, Heap Product Manager, explains why businesses need the full perspective of user behavior on different channels and devices to understand and leverage the customer journey.

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The future of business is mobile. According to Statista, there are 6.6 billion smartphone users in the world. To tap into this growing market means providing great mobile experiences, which isn’t a simple task. This is partially because understanding consumer behavior on web and mobile is vastly different, and many businesses either don’t track mobile behavior or do not do so properly.

To shift towards the mobile mindset, companies need to recognize that the customer journey in a mobile environment is unique given the journey no longer occurs on a single platform. Companies need to understand why a person would leave their app, why they clicked on a certain page on a mobile site, and how they are impacted by having the option between web and mobile from their favorite companies. Investing in analytics to understand mobile behavior and personas, and developing experiences tailored to mobile users will change the way organizations build digital products for the better.

Mobile user behaviors and personas are key for insight

While the majority of businesses recognize the strengthening impact of the mobile world and the need to optimize their mobile experiences and products, many still fall short. According to Statista:

In the first quarter of 2023, mobile devices (excluding tablets) generated 58.33 percent of global website traffic, consistently hovering around the 50 percent mark since the beginning of 2017 before permanently surpassing it in 2020.

With half of global website traffic being mobile based, it's essential for companies to specify behaviors of mobile users. For example, some of the key differences between mobile and web include presenting users with varying text space and swipe/click commands. Additionally, and possibly the most obvious difference, users have different sized screens to view from depending on their device which does greatly alter their experiences. To grasp what this means for consumers, having mobile analytics provides teams the knowledge to adapt to customers specific needs and understand how they function in a mobile offering.

Ultimately, organizations need to invest in behavioral analytics solutions to have a comprehensive understanding of user behavior across all platforms, not just web. Behavioral analytics of mobile products and services offers teams a deeper and direct view into how users actually behave on their devices, and across the entire customer experience, with mobile-specific data science directing a team’s attention.

Additionally, behavioral data offers teams the ability to create seamless cross-channel experiences to meet customer expectations on any platform.

Of course, this involves utilizing the best tool to collect and integrate mobile and web behavioral data to have a comprehensive understanding of the user's journey. With complete and true behavioral data, mobile PMs and developers will be able to make quick decisions, understand what is working and what’s not, and will no longer need to manage incompatible datasets when developing their mobile offerings.

Notably, identifying user personas is a key activity that can strengthen what is discovered through behavioral analytics. User personas allow teams to accurately pinpoint and understand who they’re building their product or service for. It provides the why through data, which guides decision making. When user personas are created around primary use cases, teams are likely to end up finding other use cases or groups that weren’t previously considered.

Additionally, once teams identify their mobile personas, they need to think about both the behaviors users should accomplish on the web and on mobile. To increase a certain behavior on their mobile product, teams should look at actions their users need to take to move from one group to another. Adjusting the product or service to help push the user to make that desired action can give an overall positive business impact based on the data being collected, including retaining and attracting new customers.

Understanding mobile behavior is critical to a company’s success in providing improved products and services for mobile users. With complete data, teams will be able to finally answer questions they previously couldn’t even have asked. For example, according to Google:

58% of smartphone users feel more favorable toward companies whose mobile sites or apps remember who they are and their past behavior.

Without mobile behavioral analytics, teams will unfortunately never truly be able to meet their customer’s needs, let alone their company’s.

The conclusion here? Teams can no longer rely on just understanding the actions taken on their websites, as mobile grows in adoption. Web and mobile behaviors provide companies two different sets of behaviors, and to adapt to that means understanding those behaviors through data.

Having the culture, plans and tools in place to collect mobile behavioral analytics allows teams to update their products based on actions. To make sure they are enacting the actions that matter, teams must also invest in user personas. Companies need to take these steps or risk missing out on this growing and key customer segment.

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