The share of the presence of mobile gadgets in the structure of web traffic continues to creep up steadily. Only in 2018, the increase amounted to about 37%. At the same time, the share of desktop traffic during this period of time decreased by 8%.
The numbers clearly state: ignoring mobile traffic is tantamount to voluntary surrender. This is especially true for businesses, in particular online trading through an online store.
What tasks does it solve?
The mobile application is very functional, it simultaneously solves a number of problems.
According to the data of the French retargeting company Criteo (focused on Internet retailers), the conversion in mobile applications for shopping in the European Union is more than 3 times higher than in mobile browsers.
Increase in average check and increase in customers’ loyalty
As practice shows, mainly authorized users form orders through the application. This allows the seller to make them personal offers, propose additional bonuses, and implement individualized discount programs, increasing the average check by at least 30%.
Promoting repeat purchases
Push notifications – a powerful tool with which the buyer learns about discounts, promotions, and other programs of loyalty. Using them correctly, you can artificially increase the buyer’s interest in their products, forcing him to return to the online store again.
Improving customer communication
According to Gray Advertising specialists, push notifications are 74% higher than conversions than mailing lists and SMS notifications. The manager also benefits from this method of communication, because in the process of communication he gets all the necessary information about an authorized client, including the history of commercial interaction with the online store.
A well-designed application costs at least $ 5,000, but in the medium term gives a pronounced economic effect. With it, you can significantly reduce the expenditure of the advertising budget. Savings on advertising can reach 75 and even 100% (minimizing the costs of retargeting campaigns, reducing mailings, etc.).
Possible use case
Being a universal software, the mobile application can be used for various purposes. Namely:
- Mobile point of sale. The application is a showcase and online ticket office in one. According to statistics for the first half of 2019, over 90% of large Russian retail sites online have their own mobile applications. In some European countries, this figure in the online retail segment is approaching 100%.
- Channel of effective communications. Today, there is no more effective way to massively convey the necessary information to your audience, get feedback (reviews, ratings, comments, wishlist), and conduct a comprehensive analysis of customer activity.
- Loyalty system. Online stores, which are just starting their commercial development and have a limited budget, can order an application with limited functionality. It will work as an informer, reporting on current promotions and discounts, and act as a loyalty card, allowing you to receive and accumulate bonuses.
- Competitive advantage. If you keep your finger on the pulse of your own business, then you are sure to analyze the activities of competitors. If they have an application, it’s time to order the development of your own, thinking carefully about how to make it better and more useful. In the absence of such, it is necessary to understand in more detail the reasons, perhaps its order is not economically justified.
Depending on the specifics of the online store, these scenarios can be implemented both one at a time and simultaneously. For example, EGO Creative developers, at the request of the customer, can add online fitting rooms with artificial intelligence, non-standard cross-selling units and make the application truly useful and comfortable to use.
Mobile applications provide higher conversion and sales volumes than sites. Today, this is a steady trend in the B2C online segment, which will continue to gain momentum in the nearest future.