iZest

The Benefits of Mobile Apps in an eCommerce Strategy

According to Smart Insights “More than 80% of mobile minutes in all markets are spent in apps.”

With more and more customers now shopping online, convenience is key to offering a great customer experience. Customers are no longer looking for just a great product or service, they are also looking for the easiest way to get it. 

We have highlighted some of the main benefits of having a mobile app:

1. Enhanced User Experience and Ease of Use

Apps allow your business to keep the consumer focused on buying the right product or service. Customers can easily find the product they are looking for, without having to search through a website for it. An app located on your home screen is simply much easier to open and use, it brings the customer directly to your store’s products and offerings instead of searching a browser for your store, where there is the possibility that your potential customer may be directed away from your site to a competitor.

In general, well thought out mobile apps provide a user-friendly experience, with an easily accessible search bar, simplified navigation, accessible products and the option of multiple payment methods. One of the key factors to look at when designing and building an app is the home screen and navigation within the app. “App search has a far higher conversion rate than non-search app usage, reflecting the higher intent of the shopper” (Think With Google) It is important for the customer to be able to search and efficiently find the product or service that they are looking for in your app, 

The quicker a customer can access a product, the more likely they are to purchase. Apps tend to be faster than mobile websites, by storing their data locally on the device instead of depending on a web server. Apps also allow users to store their preferences and payment details securely, allowing them to make decisions and purchases efficiently and quickly.

When a customer downloads an app, it remains on their phone which can help to strengthen brand awareness. 

In app messages are important for keeping users engaged when they are in the app, using banners and popups while the customer is already in the app have been ‘proven to increase engagement by 26% in medium used apps and in highly used apps, they have been known to increase engagement by up to 44%’ (AppSamurai)

Push notifications are important for encouraging customers to continue engaging with the app on a regular basis. By regularly, using push notifications a brand can increase interaction with their customer, ultimately increasing trust and app usership. When used considerately, push notifications can increase app engagement by 88%. (Localytics) It has been found that 48% of mobile app users made an in-store purchase after receiving a push notification, regarding sales, new products or special offers. 

Go a step further and use personalised push notifications, these can help to make a customer feel more valued and connected to the brand. You can also use them to retarget customers with products they have left in their cart, reminding them to purchase and possibly offering a discount. This form of retargeting has been found to be 3 times more effective than online advertising.

3. Personalised Rewards and Improved Customer Loyalty

Mobile apps can help you to understand your customers, they allow you to track your customers’ journey in more detail and allow you to build a segmented database that can be better targeted with personalised rewards and messaging.

It is important that when you build an app, you look at transferring your loyalty system from online to your mobile app. In-app loyalty programmes can be easier for customers to engage with and monitor, when customers see their points increasing, they will be encouraged to shop again. Apart from building points via sales, customers can be encouraged to leave reviews 3-4 weeks post-purchase via in-app notifications.

Starbucks have been commended numerous times for their use of their mobile app, they offer rewards exclusively to app subscribers, the ability to pay via the app and invite special in-store events, which in turn motivates the customer to purchase coffee from them.

Reduced Cart Abandonment & Increased Conversion Rate

As previously mentioned, mobile apps allow a brand to retarget a customer with personalised notifications about items they have left in their cart. By including specific details about the product, the customer is more likely to interact with the message and come back to the app to complete the purchase.

At the basket stage, it is important to remind customers to checkout, simple in-app messages prompting them to purchase can be vital, allowing them to check/edit their orders and encouraging them to save their details to simplify their next purchase.  Mobile apps can allow for a simplified checkout process, with many mobile apps allowing customers to save their card details, resulting in quicker checkouts which can help to lead to improved customer satisfaction. 

The happier a customer is with the in-app shopping experience, the more likely they are to continue returning and purchasing via the app.

In conclusion, a well designed app can help to increase customer satisfaction, brand recognition and customer loyalty. With the app market rapidly growing, now is the perfect time to start thinking about getting your brand app-ready, if you haven’t already thought about it!

 

izest Marketing has most recently worked with POCO By Pippa on the launch of their new eCommerce app, where in the first month alone, the sales via the app resulted in 36% more sales than the mobile website. If you’re looking for guidance on how to improve your eCommerce strategy or website and app development, then reach out to the team at [email protected]