4 Must-Have Tools for Quickly Finding Poor Experiences on Mobile Apps

Liam Burns
Written by Liam Burns
February 02, 2021

Not all digital tools are created equal. And at the enterprise level, you need tools that glean data you can actually act on when it comes to perfecting mobile app experiences.

While mobile app analytics, customer analytics, and voice of customer data (VoC) give a necessary baseline view into the user experience (UX), they just don’t tell you the whole story. In fact, 42% of customer experience professionals claim their analytics systems don’t even meet their current needs.

Optimizing your mobile app becomes much simpler once you take advantage of investigative tools that reveal UX issues behind metrics like Customer Satisfaction Score (CSAT) or abandonment and conversion rates. And teams driven by more insightful data are proven to be 23 times more likely to acquire customers, 6 times as likely to retain those customers, and 19 times as likely to be profitable.

However, you don’t need a never-ending list of analytic tools to generate these results. At the enterprise level, high-performing mobile apps with seamless user experiences are often optimized using just a few must-have tools.

1. Easily identify user frustration with behavior detection

How do you read customer moods without even speaking to them? Body language.

In person, simple cues like facial expressions or body posture tell you so much about a customer’s mood and whether a store associate should step in to help. While online you lose may this fact-to-face interaction, behavior detection offers you a way to measure a user’s digital body language in your mobile app.

Behavior detection tools enable you to track user behaviors across your mobile app, which is why 96% of optimizers rate it effective for measuring online experiences. You can immediately pinpoint user behaviors indicating clear levels of engagement like on-screen scrolling versus actions like multi-touch which demonstrate obvious signs of frustration.

For instance, a user that repeatedly pinches to zoom-in while filling out a form on your mobile app signals issues with the form’s readability and usability. With behavior detection immediately recognizing this event, you can quickly roll out fixes like a new form with larger content spread over a sequence of screens instead of cramming the form into a single screen.

Behavior detection gives digital optimizers and UX designers the advantage of getting into the mind of users and optimizing experiences to prevent potential abandonment.

2. Discover exactly how user journeys unfold with session replay

Wouldn’t it be incredibly eye-opening to view your mobile app exactly how your users see it? Session replay provides optimizers that ability and then some.

Deemed effective by 95% of practitioners, session replay brings you firsthand insights by allowing you to playback and watch any user session. With session replay in place, you can discover how users actually engage with each screen on a case-by-case level and discover screen elements causing bottlenecks.

Say your mobile app begins producing unusually high abandonment rates on its home screen. Curious, you dive into session replays of abandoning users, and learn that an explanatory product video repeatedly freezes only seconds into playing. From here you can address this bottleneck without playing any maddening guessing games.

To save yourself from watching back hours of user sessions, you’ll want session replays with automated capabilities. More modern versions can highlight your mobile app’s most informative user sessions and even segment the best and worst quality user journeys, granting you more time to focus on improvements.

3. View user behaviors in aggregate with heatmaps

Unlike the more case-by-case nature of session replays, heatmaps visualize on-screen user behaviors in bulk. With this benefit, 95% of analysts and optimizers rate heatmaps as effective for measuring online experiences.

By using heatmaps, optimizers and UX teams can discover common journey trends and behavioral patterns illustrated on a screen-by-screen level. These visuals display touch data and mouse movement to highlight traffic hotspots versus areas users avoid.

With actionable data presented like this, your team can determine whether a brand new mobile app interface with new layouts and on-screen elements increases engagements and time on screen versus sparks user frustrations. Heatmaps effectively highlight exactly how users work through your mobile app so you can more easily streamline those journeys.

While heatmaps are foundational for reviewing user experiences, some tools lack modern features which just don’t cut it at the enterprise scale. To really get those most out of this tool, you should deploy heatmaps with behavioral data filters and data integrations to make analysis whole lot easier on yourself.

4. Quickly find friction on submission-based screens with form analytics

Forms are the gateways to conversion on mobile apps. But unfortunately, just 49% of users add details to an online form after viewing it, and only 16.5% actually complete it.

From checkout forms to registration pages, if the form is simply too long and confusing, or maybe there’s a backend error causing failed submissions, user tolerance is short-lived on these crucial mobile app screens.

Taking advantage of form analytics can help you reverse those costly mistakes by measuring data like abandonment rate, error rate, completion rate, completion time, along with areas causing frustrated behaviors.

But to take form analysis a step further, teams can take advantage of digital experience analytics with form experience data baked in – like Decibel’s Form Experience Score – to instantly quantify the quality of experiences across any and all of your forms.

Moving forward, consider form analytics as your go-to tool for ensuring every submission-based screen on your mobile app is nearly flawless.

Simplify how you identify & fix user experiences across journeys

With the right investigative tools in place, you can make definitive improvements to specific UX issues derailing user journeys. Finding these optimization opportunities is clearly business critical: an overwhelming 88% of online shoppers say they wouldn’t return after having a bad user experience.

However, it takes more than just the right investigative tools to spearhead effective fixes and improvements to your mobile app. Deliver near perfect user experiences by following the simple 4-step process in The Expert guide to Mobile App Optimization for Enterprise Teams.

Topics: Behavior, Form Analytics, Heatmaps, Mobile App, Mobile Experience, Session Replay
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