According to a recent commerce report, mobile sales have
generated the majority of total e-commerce traffic for retailers with effective
mobile apps in addition to their mobile site.
“As
you might expect, conversion rates on mobile apps are higher, roughly 3x
greater than on the mobile web,” says Greg Sterling of Marketing Land, “this
may be because the user experience is better in apps, including the checkout
process. But it may also partly be because those who download and use retail
apps are more loyal and inclined to buy from those retailers in the first
place.”
These findings will continue to push retailers to invest in mobile app
technologies as a key aspect of their digital strategies. Their ongoing
challenge is twofold: (1) develop a well-designed, responsive app that truly
improves the shopping experience; (2) create and effectively communicate
compelling reasons for customers to take the time (and dedicate the space) to
download the app in the first place. Some retailers such as Target, for
example, offer special promotions and discounts only through the app, while
Wal-Mart gave app users a first glimpse at Black Friday deals. Retailers will
need to continue to innovate and deliver positive app experiences for customers
to stay ahead — as we have seen, the payoff can be substantial.
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