3 key metrics to enhance your mobile user experience

By Karen He

Consumers today are mobile-first, and a brand must offer a seamless mobile user experience. The mobile channel is the single closest channel to them — it sits on their bed stand, it’s in their pockets and it’s within reach whenever and wherever. It’s a no-brainer for marketers to take advantage of their consumers’ behaviors and target them through mobile. In fact, 71 percent of marketers believe mobile marketing is the core of their business, and 68 percent of companies have integrated their mobile channels into their overall digital strategies.

Companies big and small are investing in mobile to build and improve on their mobile apps to reach their end users. Big organizations such as Wal-Mart have improved their mobile apps to stay competitive, while small organizations rely on mobile apps as their sole interfaces with their users.

However, targeting consumers through mobile is not an easy feat. With over 24,000 Android device types, marketers have more data than they know what to do with. The challenge is knowing what kind of metrics are relevant to measure in order to improve mobile user experiences.


Here are three key metrics to pay attention to in order to understand mobile user experience:

1. Know your audience and know where it’s struggling

Your users may be abandoning your app because of a point of friction they encountered. Users are becoming less and less patient due to on-demand technologies, so it’s normal for users to expect their experiences to be easy and seamless.

2. Know where your customers are interacting the most

Start measuring the success of your mobile app by understanding the content and the area where your users are spending the most time. With this knowledge, you can create more content users love to read. If users aren’t scrolling down or tapping on a link, it’s most likely that they aren’t interested in that content.

3. Know how your customers are interacting with your app

Mobile screens are small, so it’s important to closely watch and understand users’ behaviors and intents. Are they rotating their devices repeatedly, or are they tapping repeatedly but nothing happens? If users exhibit these behaviors, it’s likely they can’t find what they need on the mobile screen, or the app is not responding.

At IBM, we have worked with organizations across industries, and their No. 1 concern is to have visibility into their customers’ experiences on web and mobile applications. As a result, we have made it possible for organizations to improve their mobile applications by launching the IBM Watson Customer Experience Analytics Mobile Basics Edition. This solution is designed to monitor the mobile user experience and share insights with broader teams, so brands can reach their mobile business goals and increase user loyalty.

With IBM Watson Customer Experience Analytics Mobile Basics Edition, you can measure CX with powerful dashboards and reports, uncover points of friction automatically, understand user behavior with heat maps and form analytics and replay mobile sessions.

Written By

Karen He

Product Marketing Manager at IBM Tealeaf

Karen He is a hands on professional with Product Marketing and Product Management focus. She plays an integral role in IBM Tealeaf's product marketing team, enjoy working closely with Product Management, Marketing Communications, Field Marketing and Sales teams across IBM to formulate…

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