With the rise of smartphones more and more people prefer buying goods via their handheld devices rather than via their computers. After the record-setting revenue of $771 million from mobile over the last Thanksgiving, there is no doubt businesses should invest into mobile development strategy. Yet, there is still a choice to make between making mobile-friendly websites or creating an actual app for the shop or business.
The latest researches show that mobile apps are more popular among potential customers compared to mobile websites, not to say they provide more useful information about the user than a website does. Being more visible on the screen, apps guarantee that a satisfied customer is more likely to come back to a shop compared to web pages in bookmarks. How else would e-commerce change in 2017 and what choices should businesses make to succeed in the market?
Mobile era has changed the way people shop for goods, and those who don’t adapt to new realia would soon kill their business. It seems like 40% of potential customers would leave the website for good if it takes more than 3 seconds to load. If you think it is too easy, just remember that users might not have access to fast 4G all the time. So, it is your task to make sure your business (either via the website or the app) would be accessible to everyone even their Internet connection is pretty slow.
In this race for the fastest load, apps have more advantages compared to websites. Apps are far easier to start up, and they could retain a number of features even without a connection, which is impossible for a web page. However, mobile app users would neglect a slow-loading app as fast as they would slow website.
To compete with faster apps, some businesses rely on adaptive websites that can switch to HTML5 for better mobile experience. Yet, both website and app owners should remember the simple rule of e-commerce: less is more.
Know Your Customer
When it comes to e-commerce, data is a big and important word, as by knowing more about customers one can make better offers for them. Apps are better in keeping track of each individual user and his/her preferences. Thus, app owners have more options to personalize their apps.
Yet, it would be a mistake to believe the insights from users’ lives are all it takes to sell more. For a successful e-commerce project, one should have massive data of their own to combine with the collected data and create something unique.
Engagement is Essential
Apps are the newest popular marketing tools, and selling is only one of their functions. The most effective tool for businesses is content marketing – the idea here is using the business app to place useful information that would attract your customers. It could be news about the latest collections or special offers, overall company news or niche news and trends.
Another smart step would be marketing in social media to support your app. But keep in mind that app would always be a better platform as it has fewer distractions. And you can link the app to your actual website – offering users a link to the item you are writing about in content marketing can bring more purchases if done wisely.
Rise of the Apps Will Go On
The popularity of mobile apps is not expected to drop in 2017 – with overall application experience improvement people prefer apps over websites. Creating an app for the business that would be easy and loading fast, engaging and useful for a potential user is the key to success in e-commerce with all its competition.
If you have already chosen an app over a mobile website, take a closer look at developers who can build an app, which would be appealing your potential clients.