It doesn’t matter what industry you’re in – ecommerce companies have great reasons to optimise their mobile app experience. For one, shoppers have flocked to mobile channels in recent years – mcommerce has grown steadily and is projected to make up almost three quarters of all retail ecommerce sales in 2021.
App users are a more captive audience than the average mobile web shopper. Because installing a discrete app is an extra step, they’re far less likely to be just doing research or window shopping. You can leverage their intent – and an app’s high degree of configurability – to earn their loyalty with an optimised, personalised app experience.
Here’s why an excellent mcommerce app experience is crucial, what it looks like, and three tips for getting there.
Graphic titled 'Why you need to optimise your mcommerce experience'. It is divided into three columns, the first reading: Shoppers are already there. 79% of smartphone shoppers have at least one retailer app installed. 85% of Amazon's mobile activity comes through its app. The second column reads: The pandemic fast tracked mobile. 145m hours to be spent in shopping apps by UK consumers during the 2021 holiday season. Mobile adoption advanced 2-3 years in the first 12 months of the pandemic. The third column reads: App users are more valuable. 31% higher transaction values result from interacting through web + app vs. web only. Shoppers who use multiple devices view more products and spend more per purchase.
What makes an optimised mobile commerce experience?
Reliability. From 2019 to 2020, the uninstall rate of shopping apps went up about 31%, leading to an average loss of over $100,000 USD per month for ecommerce businesses. The reasons are myriad, from a lack of personalised offers to app size and battery drain, but performance and stability tops the list: 62% of people uninstall an app if it crashes, freezes or generates constant errors.
Convenience. The fewer headaches you Photo Editing Services give a customer, the better. Saved ordering information, such as billing, shipping and discounts, reduces customer consternation and makes it simpler for them to go from searching to buying to receiving without hiccups.
Personalisation. Don’t spend all your time building a slick mcommerce experience that shows the same thing to every visitor. When a brand remembers its customers and provides relevant offers and recommendations, 91% of consumers say they’re more likely to shop with them. Personalised experiences that demonstrate a real, deep understanding of what, how, when and why customers transact also increase engagement and drive value from every step of the digital customer journey.
Attribution. Mcommerce optimisation means knowing the habits and preferences of your customers, including where they came from and what impacted their digital journey along the way. Brands have long struggled to measure the results of their marketing efforts with confidence, mostly due to the multi-device reality of a consumer’s everyday life.
In addition, third-party data restrictions continue to put the squeeze on attribution for ecommerce brands. It also turns out brands’ attribution appetite fits neatly with what consumers want: A 2021 Linnworks survey found that 81% of shoppers expect a frictionless ecommerce experience when using multiple devices to complete a purchase.