Conversion rates from mobile commerce remain extremely low when compared with desktop and tablet, as people often prefer to use smartphones for research rather than purchases.
However, I’ve recently come across data which shows that smartphone apps are an exception to this rule, and in fact convert at a rate that’s closer to desktop than the mobile web.
Data from mobile commerce platform Poq Studio shows that in November and December 2013 conversion rates from smartphone apps was 1.8% compared to 2.4% on desktop and 0.73% on the mobile web.
This is indicative of the fact that mobile apps are generally used by loyal customers, as the data also shows that 78% of apps users were return visitors, compared to 40% on mobile sites.
Furthermore, former ASOS director James Hart previously stated that the company’s apps saw a “much higher” conversion rate than the mobile web.
Push notifications have the potential to be a powerful tool for mobile marketers as they allow businesses to target app users with timely, relevant news and offers.
A new Mobile Maturity Report from Urban Airship indicates that they are a widely used marketing tactic, with more than half of companies with apps reporting that they use push notifications to engage their audience.
With the exception of finance companies, 70% to 80% of companies with apps use push regularly.
However from personal experience I’ve found that very few companies make use of push messages. My phone is loaded with various apps from all the reviews I’ve written over the past few years, yet only one or two have ever sent me notifications.
I’ve previously blogged about Debenhams’ clever use of push messages, which were timed to coincide with seasonal sales or events such as Valentine’s Day or payday. These messages were enough to make me click through to the Debenhams app, even though it’s not really the sort of retailer I tend to buy from.
Here I'll look at the push messages I've received from Walmart, Asda and The Rolling Stones. And for more information on mobile marketing, download Econsultancy's Mobile Commerce Compendium.
It’s no secret that in spite of the boom in mobile web traffic, conversion rates from smartphones remain far lower than on desktop.
This is largely due to the fact that people use mobiles for research and searching for product ideas, before making a purchase on their laptop or PC.
The low conversion rates are mirrored by high abandonment rates, with new data from remarketing firm Cloud.IQ showing that during January the abandonment rate for smartphone users on ecommerce sites was 84%, compared to 72% on tablet and 68% on desktop.
The question is, what can be done to reduce basket abandonment on mobile? In truth a large proportion will continue to drop out simply because they use mobile for product research, however there are still ways of shortening the purchase journey on mobile so shoppers are nudged towards a conversion rather than dropping out.
To give some inspiration for mobile designers, I’ve rounded up some of my favourite UX features from various mobile commerce sites and apps that might help to limit user frustration and abandonment rates.
The time consumers spend on mobile devices is increasing every day, making mobile a central channel for business activity.
As a result, an mobile strategy that drives results is essential for today’s businesses. Companies that don’t effectively engage customers on mobile channels will fall behind more innovative competitors.
Mobile usage has grown exponentially around the world, and it continues to accelerate. By the end of 2013, more than 1bn smartphone units will have been shipped worldwide.
More consumers have smartphones than ever before, meaning they have access to their favorite brands with the swipe of their fingers.
Read on for predictions of key mobile trends we expect to see in 2014, and how brands can take advantage of these consumer behaviors.
We're in the midst of a great migration to portable devices and the opportunity for marketers is immense.
It will be much tougher to cultivate a relationship with users than it was on the web, but if handled properly we’ll find the perfect balance between the ultimate user experience and advertisers’ agenda.
One thing marketers can all agree on: advertising makes the digital world go 'round. What's less a settled matter is how, exactly.
Here are some of the most interesting digital marketing stats we've seen this week.
Stats include the best features to include in mobile apps, marketing budgets, mobile search, Google Analytics and the rise of Google+.
For more digital marketing stats, check out our Internet Statistics Compendium.
Mobile apps help to attract new customers, increase engagement and drive conversions, but this often requires the user to keep coming back.
By combining the use of mobile apps and also location-based services, marketers are able to reach out to their customers to send them more targeted content.
Back in the early days of mobile commerce there was frequent debate over whether businesses should opt for a mobile site or a mobile app.
Fortunately most businesses and marketers now realise that there isn’t a one-size-fits-all approach and that the two platforms aren’t necessarily mutually exclusive.
However we do occasionally still see businesses launching apps without properly considering the functionality that will be most appealing and useful to their customers.
Data from our new Mobile Commerce Compendium shows that, more than anything else, consumers want to be rewarded with exclusive offers if they download a retail app, with 38% of respondents selecting this as an important feature for smartphone apps.
In advance of our The Digitals awards night on June 27th, I thought I'd present some examples of succesful mobile campaigns.
These campaigns are all shortlisted in the mobile marketing category, and include brands like O2, IKEA and Halifax.
Having developed over 160 mobile apps across across a number of different industries, we’ve seen what works and what doesn’t when it comes to mobile apps.
Here are a few of our top tips to help you on your way to creating a successful mobile app.