How brand experiences can build or damage brand equity
Saurabh Shanker Singh
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When people have a negative brand experience on mobile, they are over 60% less likely to purchase from that brand in the future than if they have a positive experience.
When people have a negative brand experience on mobile, they are over 60% less likely to purchase from that brand in the future. And when it comes to negative mobile interactions, one of the top complaints we heard is “slow experience.”
Making speed a priority for your business is critical. In fact, 53% of mobile site visits are abandoned if pages take longer than three seconds to load.That’s why it’s so important that the content on your mobile sites and apps load instantly. (Check out the Test My Site tool to get a full report on your site’s loading performance and ways to optimize for speed.)
One of the biggest challenges people told us they have with brand experiences on mobile is “not being able to find the information they need.” On mobile, discovery is key. Simple navigation and site search save people time, allowing them to filter by what they’re looking for.
Simple navigation and site search save people time because it allows them to filter for what they’re looking for.
With shopping, for example, remember to also remove friction from the checkout experience by pre-filling user preferences, or using a third-party checkout service that already has billing information saved. Mobile visitors may also be researching to convert later. Offer a save-to-cart functionality or a simple way for them to resume their journey on another device.
