Posted by Alison Arthur on 23 Apr 2018
Customers’ expectations for seamless mobile user experiences (UX) grow higher by the day. The ubiquity and immediacy of mobile devices demand that websites are quick to load, well designed, and fully optimized for mobile. Research from SimilarWeb estimates that 56% of all web traffic now flows through mobile devices. However, the study also shows that bounce rates for mobile users are 40% higher than those of desktop users. And the decision to abandon mobile sites happens quickly, with an estimated 53% of mobile users abandoning sites that take longer than 3 seconds to load.
In 2016, Google announced a move to mobile-first indexing, which ranks websites by looking at their mobile version first and falling back to the desktop version if mobile is unavailable. This shift signaled the importance of employing a cohesive mobile strategy that’s also optimized for search engine optimization (SEO). In addition, users are becoming more aware of the gap between mobile-optimized websites and those that aren’t. They simply don’t have the time, or the patience, to pinch and zoom trying to find the information they need.
4 mobile-focused approaches to bill payments
A recent study shows that bill payments are the most popular payments made via mobile devices. If you’re a business that accepts online bill payments from your customers, presenting a seamless mobile UX is more important than ever. Consider that people are five times more likely to leave a site that isn’t mobile friendly, and the prospect of losing the associated online payment dollars is a risk too big to ignore.
What are some steps that you can take to maximize your business’s mobile UX for bill payments? It begins with a website that’s fully optimized for mobile and extends to other interaction points that are facilitated by mobile technology. Here are four approaches to consider:
Responsive web design – Responsive web design (RWD) automatically recognizes the size of a device screen that’s being used to access your billing and payments website. This technology renders the page correctly for various screen sizes by altering the navigation hierarchy, position of text labels, length of text, etc. This automatic adaption presents users with the most actionable links and information in an intuitive way, helping streamline the bill payment process. Make sure your electronic bill presentment and payment (EBPP) solution is built to respond to your customers no matter what device they choose to use.
Bill and payment-related text alerts – Text messaging is an integral part of our daily lives, with approximately 81% of Americans reporting that they text daily. And people are engaged with their texts, with more than 90% of people reading a text message within the first three minutes of receiving it. This high level of engagement makes text messaging an important way to communicate billing and payments information directly to your customers. Make sure your EBPP solution allows you to send SMS text messages to your customers that alert them when bills are ready to pay, payments are made, etc. These prompts can help encourage on-time payments and keep your customers up-to-date on all activity related to their billing and payments.
Bill payments-by-text – Take text alerts one step further by allowing your customers to make payments via text message. Billing and payments solutions are now built to support bill payments via SMS when a customer links their cell phone number to their EBPP user account. Alerts can be sent and payments can be made without ever having to leave the text messaging interface. Your customers can type a simple command like “PAY” to complete the bill payment transaction.
Messaging platforms – Messaging technology is also an important part of consumers’ mobile lives. For instance, Facebook Messenger is used by an estimated 1.3 billion people every month and an average 2 billion messages are sent between businesses and consumers monthly. This is yet another communication channel where you can engage with your customers and encourage them to make payments directly through their mobile devices. By giving them the ability to link their Facebook accounts to your EBPP, you can enable them to make payments directly through Facebook Messenger using chatbot technology. The result is an intuitive, user-friendly customer experience built with convenience in mind.
The Bottom Line: Seamless mobile experiences, including bill payments, are more important to your customers than ever. Make sure your business’s EBPP solution gives them the options they need to make bill payments quickly and easily, through the mobile channels of their choice.
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