Mobile Website Survey Questions

As more and more potential customers turn to mobile Internet in order to search for information, your mobile web presence becomes more and more important. While some companies are just now getting around to researching the customer’s website user experience, it may be time to go a step further, and evaluate your mobile site the same way you would evaluate the customer experience in a storefront.

Mobile research is a new field, and as of this writing there has yet to be a best practice in mobile customer satisfaction research drafted up by experts in the field. But the following are some examples of potential questions that you could ask a mobile customer about their experiences on your mobile website:

1. How Easy Was the Site to Navigate? It may be worth having customers rate statements rather than answer questions, since there are going to be potentially dozens of components of a good website you may want to monitor, but this represents a good starting point – was the site easy to navigate? Mobile sites are notorious for difficult navigation, so a site that is easy to navigate will stand out.
2. Was the Content Easy to Read/Understand? Was there even content at all? Right now, there are not many organizations that are preparing content specifically for mobile users, but perhaps there should be because with less space on a screen and a greater hurry, the content itself may need to be quickly written and specifically targeted in order to provide the best experience to the user.
3. How Fast Did the Website Load? Mobile websites are notoriously slow, which is unfortunate because mobile customers are notoriously in a hurry. Everyone’s version of “slow” or “fast” differs depending on the content and what they’re looking for, but it’s a good idea to try to learn a bit more about how the user is perceiving the speed. Keep in mind that a website that loads some type of content right away will probably seem “faster” than a website that loads nothing, even if both load at the same speed in total.
4. How Difficult Was It to Close the Pop Up Advertisement? As great business owners know, everything matters. From the moment a customer steps foot in your store to the moment they leave, one small mistake at any point could cause a negative customer experience. Online – especially on mobile sites – there may be a pop up advertisement or sign up service that is difficult to close. Or it may be a redirect that doesn’t redirect, a code that doesn’t load, or flash that doesn’t flash. Find out what may be annoying your visitors and starting them off on the wrong foot.
5. What is Your Browser/Phone/Internet? Finally, don’t forget to collect as much information on the type of mobile device as possible. Keep in mind that when you parcel down by types of mobile devices you may accidentally be shrinking your sample too much. However, an iPad has very different qualities when compared to a Samsung or Blackberry. Unless you know what they’re using to experience your website, you’re not necessarily going to get the best information. Mobile websites are already becoming a necessity for modern day businesses. For medium to large companies that want to improve the customer experience, researching how the visitor sees your mobile website should also be crucial. Make sure you’re adopting survey research into your mobile business strategy, and do something vital that few businesses seem to do.