CX Insights

5 Ways to Use Customer Feedback to Optimize the Mobile Experience

9 min read

Not long ago, offline was the primary channel for shopping. However, with so many restrictions due to the COVID-19 pandemic, offline shopping has fallen off and web and mobile have become the two most popular channels. And while digital has grown as a channel in general, mobile shopping has grown exponentially. In fact, by 2021, mobile e-commerce sales are expected to account for 54% of total e-commerce sales.

There’s a clear winner from this trend and it’s the mobile shopper themselves. As brands increasingly take their feedback into consideration, shopping from a phone is becoming a better experience no matter if you’re exploring, reviewing, or buying. It’s surprising because only five years ago, designers were still struggling to come up with creative ways to fit everything on a business card-sized screen. Now businesses need to offer an optimized experience that’s based on customer feedback. 

Listening to your customers is the best way to optimize the user’s experience and engage your mobile shoppers. If you want to reach mobile shoppers, it’s critical to collect feedback right where your customers are: on their mobile device. 

Here are ways you can use customer feedback to convert mobile visitors to mobile shoppers. 

Use customer feedback to optimize the mobile experience

1. Find bugs fast and fix them

Imagine you’re trying to book an appointment at your hairdresser’s using their mobile app. First, you create an account, then select the treatment. However, when it comes to choosing the time of the appointment, the button won’t work. If you can’t book your appointment, you’re likely going to get someone else to cut your hair, right? 

Believe it or not, this happens frequently–and critical actions not working in your app means you’re losing business. In fact, software failures cost the global economy US$1.7 trillion in financial losses, according to Tricentis. 

It’s not just about critical actions that your users can’t do, though. Bugs are plain annoying, meaning that your customers get tired, bored, or frustrated, thus leaving your site. Besides, these bugs can also cost you in the form of bad reviews on the app store. How can you make sure your users don’t have to put up with bugs? 

Firstly, by letting users report the ones they find. Help customers report bugs directly within your app by adding a feedback button. These reports can include metadata about the customer’s environment and actions to help the app team fix those bugs ASAP. 

By using in-app user feedback, you empower users to flag those pesky issues right away. Compare this to traditional feedback email inboxes: your customers are unlikely to search for a way to report issues, let alone take the time to write a detailed bug report. With the option to leave feedback directly in your mobile platforms, users can effortlessly report anything that’s causing them to experience friction. Once you’ve got a clear idea of what your bugs are, you can work on resolving them (which is equally as important!). 

For more on tracking bugs, check out our free bug tracking guide

2. Understand user intent 

Why are people visiting your site on their mobile device? Are they looking for inspiration to buy later? Just browsing? Or are they making quick purchases on the fly?

Don’t let the answer to those questions be determined by chance–if you want your site to satisfy your users’ needs, you’ll need to have a clear idea of what those needs are. 

Uncovering those needs requires research but you don’t need to go far to get it: you just need to communicate with your customers and listen to what they have to say. Using micro-targeted surveys goes a long way towards mapping out your app experience to best serve your customers. Forget about long or complex research processes, discovering basic user intent can be simpler than you think. 

What matters is making your survey results as accurate as possible. Advanced targeting options enable you to only show surveys to the users that matter most. For example, if you’re looking to increase the number of your fitness app downloads, you can target solely the users that interact with the training section of your site. You can also create a target based on already-known account information (e.g. location or age), or pinpoint users who have a specific browser cookie. 

Lastly, consider offering a “Go to Desktop Version” button for a seamless omnichannel experience. Through research, you might learn that a portion of your users are trying to complete advanced, specific tasks through the app. Since mobile sites are often stripped-down versions of a desktop site, some functionalities may not be available. By giving users the possibility of choosing between mobile or desktop, you allow them to complete all tasks from their phones.  

3. Determine and focus on user’s top tasks 

In the previous section, we mentioned how crucial it is to understand a user’s intent in order to offer them the experience they want. Once you know your user’s intent, the next step is to determine their top tasks. 

What are your user’s most important needs? Are they able to accomplish these tasks easily enough? There’s no need to second-guess here. Instead, use surveys to get an accurate picture of what those top tasks look like. 

Start by finding the most requested action on your website, and with that, how easy it is to accomplish. You can use surveys to learn this information. When it comes to top tasks there a few things to keep in mind: 

  • Use clean navigation that eliminates unnecessary steps: Think of navigation as the number one part of your store’s design. That’s because good navigation is responsible for improved user experience which leads to more sales and revenue. When a store has poor navigation, your mobile shoppers are frustrated, leading to a higher bounce rate. Usability studies have found that more than 60% of users had difficulty in finding the guest checkout option; so make sure that yours is clearly visible and easily accessible. In other words, make it as easy as possible for your mobile shoppers to buy!
  • Remember apps are for convenience and speed: “Many times we’ll let speed slide to accommodate better aesthetic design, new nifty functionality or to add more content to web pages. Unfortunately, website visitors tend to care more about speed than all the bells and whistles we want to add to our websites,” writes marketing guru Neil Patel. This is true for both mobile and desktop, but mobile users are even more impatient. According to Google, as page load time goes from one second to 10 seconds, the probability of a mobile site visitor bouncing increases 123%.

Slow loading speeds lead to poor user experience and cost e-commerce websites millions of dollars each year. Simply compressing images and text can be a game-changer as 25% of pages could save more than 250KB and 10% can save more than 1MB through compression, according to Neil Patel. It’s a small gesture that improves the loading speed of your mobile products.

  • Customize the experience around on-demand and repeated actions: Don’t waste precious space on your site trying to show everything–instead, use customer data to know what actions are the most popular. Using customer data, you can prioritize the links you show on your mobile store. For example, if you know that your mobile customers are interested in particular products, make sure that those come first and are easily accessible. This is what Oysho does with their swimwear, prioritizing those products over the rest:


During the summer, Oysho highlights its most sought-after products, like swimwear and beachwear.

4. Get to the root of UX issues 

Mobile traffic has soared in recent years and now constitutes 30-50% of all traffic on many e-commerce sites. However, it’s still fairly common for mobile e-commerce sites to have a significantly poorer conversion rate compared to their desktop version. In some cases, as little as half as many mobile visitors convert into customers, compared to desktop sites. 


Zalando requires users to register an account to complete their purchase, but the form is short and clearly labeled.


A poor UX is often the reason why only a small portion of visitors end up spending money on your mobile site. Think of a check-out process that forces you to fill out long forms, low-resolution images that make it hard to see the product, or forms that aren’t clearly labeled. 

Here are some recommendations to improve the UX of your mobile e-commerce site: 

  • Include a fast search functionality and easy filtering of products.
  • Use recognizable icons and badges and showcase reviews and testimonials to increase your site’s sense of trust.
  • Offer an interaction designed around thumb-friendly areas.
  • Ensure checkout and sign-up process flow are fast and easy to use.
  • Include a visible navigation bar whenever possible; the most important pages on your site should be easy to find, accessible, and clickable.
  • Understand the need for speed and fast-loading of the mobile store.

When it comes to improving the user experience of your site, think about focusing on the low-hanging fruit first: identify high-impact and short-term improvements. Don’t limit the use of surveys to specific times, instead use them regularly to make sure that things are constantly working as they should be for your mobile shopper. 

Remember that your most valued ally to improve the UX of your site is your customer–continuously engage customers by testing and iterating design changes. 

5. Improve your app-store rating

Make it a priority to catch negative feedback before it goes to the app store. The best you can do to improve your app-store rating is to avoid negative ratings and encourage more positive ones. Offering a 5-stars app experience starts by developing a comprehensive mobile strategy. 

If you solve a bug that triggered a complaint in the app store, go back to the comment and let the user know–there’s a chance they will change their score. Ratings have a direct impact on product page visitors and are a key reason why users decide whether to download your app or your competition’s. This is why it’s crucial that you care about ratings and work hard to collect more feedback.

Reading through negative reviews can also give you ideas about how to improve your app or about features your customers would like to see in your roadmap. If your app is focused on customer purchases, you can use in-app targeted survey solutions. This adds direct value to your organization through increased in-app conversion and by boosting customer loyalty.


Would you download it? You’d at least hesitate, right? If you expect customers to spend money on your products, make sure you make it a pleasure to navigate through your app or site.

Create a mobile shopping experience that delights your customers 

Mobile is the new battleground. It’s where customers go for convenience and speed, so you have to make your mobile experience count. Collect feedback on mobile to optimize the experience and put yourself ahead of the competition by giving your customers what they want. You can expect higher conversion and increased ROI with the more care you put into the customer’s experience.