How To Push Conversion Rate In Mobile e-Commerce Apps - Appdexa

How To Push Conversion Rate In Mobile e-Commerce Apps

July 31, 2018 by Janet Scott

Putting the significance of mobile device under the spotlight is getting somewhat offbeat for me. If you have gone through my earlier articles related to mobile apps and their usages, you can certainly find the dominance of mobile devices in almost every aspect of our lives. There is no denial about the wide applications of mobile phones, and apps make an inevitable part of it. Mobile apps range from games to food ordering services and from making payments to messaging apps. In between all this, e-commerce apps are also extensively used by the people.

app category time spent

Source: comScore

According to a survey report compiled by ComScore, social networking apps tops the chart in terms of time spent on various mobile app category, closely followed by music apps and then multimedia apps. If we look at the e-commerce apps, it holds 3 percent of the total share, which is only going to swell in the future. A CBS report suggests, the e-commerce companies are growing at a rate of almost 200 percent as compared to previous years.

The influence of e-commerce can be well interpreted by the report compiled by Statista on e-commerce sales worldwide from 2014 to 2021. In 2017, the e-commerce sales worldwide amounted to 2.3 trillion US dollars, and e-commerce revenues are projected to grow to 4.88 trillion US dollars in 2021.

e-commerce sales worldwide

Retail e-commerce sales worldwide from 2014 to 2021 (in billion U.S. dollars)

The online shopping accounts for substantial e-commerce sales, but it does differ from region to region. In 2016, an estimated 19 percent of all e-commerce sales in China occurred via the internet, but in Japan, the share was only 6.7 percent.

Bonus of e-Commerce Mobile App

It’s always ‘Better late than never.’ This proverb rightly fits over here. After realizing the true potential of having a mobile app, every e-commerce company is investing its efforts in building one. The top companies like Amazon and Walmart are making the most out of their apps by offering irresistible Black Friday deals early via their mobile apps.

bonus of e-commerce applicationShopping online has its own perks. You don’t need to dress up and drive your car to the mall for buying a new pair of trousers. You just have to pick your mobile device, open the mobile app, place the order and then wait to get the order delivered at your door-step. Mobile apps certainly saves you time and extra efforts.

Mobile apps for online shopping also offers a lot of other conveniences in the form of discounts and deals, which are usually not available through their respective stores. Also, you can check out the list of all the available items and compare the selected ones, without worrying about the reaction of the store owners. Now, that sounds amazing.

Remodeling The E-commerce Industry

There is no doubt that mobile apps are reshaping the e-commerce industry. Reports suggest, almost 90 percent of users are using mobile apps for shopping rather than visiting the websites. Even two-thirds of all the traffic on the online stores are generated through the mobile phones or tablets. Such stats clearly defines the unexpected shift of users to mobile apps.

re modelling e-commerce industryThe best thing about the mobile app is, it provides equal opportunity to every brand, irrespective of their global standing. This way, the startups and small business houses get a sturdy platform to compete at the global level. It all depends upon the company’s efforts, how much they are willing to invest into the mobile app.

It becomes more comfortable when there is already a boom in the mobile app market, and there are companies who are racing past each other, in order to take the lead. You need to contact an app development company, pay them, and your mobile app will be ready in no time. You don’t need to learn the coding languages. And with cross-platform apps, it has become more relaxing to cover multiple platforms.

Enhancing The Mobile Conversion Rates

It’s all about mobile conversion rate. The first thing that dampens the user expectations is the slow performance. If after opening the mobile app, you find it loading for a few seconds, it will surely give you a second thought. No one loves laggy mobile experiences.

So to make the mobile app more responsive, the developer team has to make sure it works well on all the mobile devices, and the UI and UX remain to be user-friendly. And if its e-commerce mobile app then it becomes easier because such mobile apps require many third-party tools to run smoothly.

enhance mobile commerce ratesDon’t forget to add impressive designs and creative pages, as it will help to bind the user for long. Finally, it comes to regular audit and checks of the mobile apps . It will help you to ensure the right balance and will bring out any ambiguity if there.

How Desktops Still Governs Conversion Rates?

As I mentioned earlier, the desktop is the frontrunner in terms of conversion rates. Following are the factors that help it to stay at the top:

  • Strong internet connectivity: You will agree with me on this issue. The desktops always maintain better internet connectivity as compared to mobile devices. It is because of the fact that we carry mobile devices from place to place and it is still not necessary that you will get the same internet connectivity everywhere. So, unstable internet connectivity is going to take a toll on the mobile app performance.
  • Better display: Again, a significant factor. The bigger the screen size, the more content it can adjust. Due to the screen size, you get to see a robust display with multiple category options. The other notable features it includes is a prominent search bar, more extensive product visual, and more. It further helps in navigating and searching the desired content. The mobile app lacks it all.
  • Developers experiences in web pages: In general, developers possess more experience in developing and handling the web pages, as compared to mobile apps, which are new, if the origin of web pages are taken into consideration. Thus web pages have become standard over mobile apps. Even user can better relate to web pages and know exactly how to operate a desktop website with little learning. However, mobile apps will soon overtake the dominance of web pages.
  • More stable platform: On mobile devices, there is always a chance of running out of battery, getting a call or message, lag in loading, and more. On the other hand, the desktop is free from all these hiccups.
  • Enough space on offer: You just can’t compare the desktop space with that of a standard mobile device. This factor lets the developer design the desired UI, without fretting about the space. Bigger images, more content, and an extended menu display will always impress the user.

Preference of Mobile Apps Over Mobile Websites

When it comes to mobile websites, the landscape takes a turn in favor of mobile apps. The 2017 U.S. Cross-Platform Future in Focus highlights the mobile app usage as the preferred medium of mobile browsing.

Mobile Apps Over Mobile WebsitesHere are the reasons that are responsible for the replacement of the mobile apps over mobile websites:

  • Dedicated mobile apps: The mobile apps are specifically designed to cater to a particular service, which makes it more relevant. On the other hand, mobile websites run on the mobile browser and are not accessible directly. You can open the app with a single click on your screen.
  • Integration with the device: Mobile apps can integrate itself with the feature of the mobile device. From GPS to camera and from Bluetooth to Wi-Fi, the mobile app can connect to all. It lets the apps to initiate the processes like checkouts and payments automatically. This feature is must-have in the e-commerce dealing. With the camera in place, you can directly scan the payment cards and QR codes. Furthermore, the e-commerce mobile apps are now getting integrated with wearable devices as well.
  • Offline support: It’s an undeniable fact. You can access the mobile apps offline, whereas, the mobile websites can’t function without the internet connection. So, if you are in a no network zone, you will have to wait until you get out of that area.
  • Process time: The mobile apps instantly open on a single click. For a mobile website, you have to open the browser first, then enter the URL for the website you want to visit, and then wait until the site loads completely.
  • Compatibility: All the e-commerce websites are not compatible with every mobile device. So it can be annoying to see a half-baked website on your browser.

What To Add?

Desktop dominance doesn’t mean that the mobile devices can’t come up the ladder. With the right strategies and a mix of features can surely give it a massive boost. Following are the elements that you can add to enhance the credibility of mobile apps over desktop:

  • More related information: We all know, mobile websites contain more information as compared to mobile apps. Therefore, whatever knowledge the company intends to put in the mobile app, it should be relevant to the customer. This can only happen when there is absolute clarity of the target audience.

The focus should be on providing all the relevant information about the product. The better will be the description; the more people will be able to comprehend. The pricing of the product should be taken care of because it will let the user make up his mind. A big no-no to the hidden charges, as it will be a big turn off.

  • Product deals are always appreciated: To entice the user, you need to offer some or the other deal which may include a discount or reward. On getting the coupons, about 71 percent of people purchased something through the mobile app, as mentioned in an article “The New Rules of Engagement.”

Product deals for e-commerce appsIn another survey, the people were found to add 26 percent more to their cart on receiving the coupons on checkout. Other stats are as follows:

  1. 39% of customers spend more on getting a personalized coupon
  2. 42% of mobile users have used a mobile coupon
  3. 60% of customers are likely to go for the mobile payment
  • Promote marketing campaigns: The mobile apps are one of the best platforms to endorse the brand. Ask the user to sign-up before kicking off. It will help you with a list of subscribers with whom you can share your marketing campaigns; it may be e-mail marketing or text-based campaigns.

Also, you can swell the brand’s presence through push notifications via mobile apps, as it is a very effective mean of attracting the users’ attention. Push notifications are recorded to have 97 percent read rate, and 90 percent of them are read within three minutes of delivery.

The Closing Thoughts

The conversion rate of desktop and tablets are much higher than the mobile devices, but with the benefits of cross-platform and simple app development tools, mobile devices are fastly catching up.

Also, with smart strategies, coupled with diligent planning, the average mobile conversion rates on smartphones can be enhanced. Then various factors can help in getting more attention towards the retail mobile app. For instance, by apprehending the customers’ behavior and habits about their usage of the mobile device.


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