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.
UK retailers Tesco and Morrisons came first and second respectively in The Search Agency UK's latest mobile experience scorecard.
Last week in the importance of responsive design for B2B companies I looked at the scorecard in relation to the suitability of using the FTSE 100 as a test group for mobile experience, due to its large percentage of B2B companies and major international corporations.
As it turned out, despite the plethora of retail chains in the FTSE 100, only two companies listed used responsive design and they were both B2B. Of the remaining 98 companies, 42 use dedicated mobile sites, while the other 56 do not provide a separate mobile experience from the desktop version of their site.
Each of the FTSE 100 companies were evaluated and ranked according to load speed, site format, download speed, social media presence and app presence.
The top scorers in the test were in fact retailers: Tesco, which came in first with a score of 4.38 out of five and Morrison Supermarkets, which came in second with 4.12 out of five.
The average score for all companies in the study is 1.99 out of five, which is slightly below the US average of 2.29.
In the above mentioned article I go into greater depth in regards to the importance of responsive design versus hosting a mobile dedicated site for both retailers and B2B companies. Here I’ll be taking a look at the top companies Tesco and Morrisons, which both operate a dedicated mobile site rather than a responsive desktop site, to see if I agree with the findings.
Bakery chain Greggs has launched a new loyalty app that enables customers to pay in any of its 1,700 UK stores using their mobiles rather than cash or cards.
It aims to reward customer loyalty, with users getting offers, free coffee and prize draws as well as being able to see their purchase history.
Greggs is incentivising people to download the app by offering a free breakfast if people add £20 to their account, while the first 10,000 customers to sign up for ‘Auto Top-Up’ with PayPal will earn a £5 bonus credit.
This isn’t the first time mobile payments have come to the high street, as Starbucks has had a transactional mobile loyalty app for several years. Similarly Aurora Fashions Group, which owns Oasis and Warehouse among other brands, allows customers to pay using the PayPal inStore mobile app.
Game and B&Q also have excellent loyalty apps, though Game’s isn’t transactional.
Here are some of the most interesting digital marketing statistics we saw last week.
Statistics include London Fashion Week, online reviews, real-time marketing, mobile conversion rates, Google click-to-call, and automotive sales on eBay.
For more digital marketing stats, check out our Internet Statistics Compendium.
While location based marketing is not a new strategy, iBeacon, Apple’s recently introduced Bluetooth LE-based technology that extends location-based services in iOS, offers exciting new opportunities to engage consumers in retail stores and other destinations.
iBeacon uses Bluetooth 4.0 to pick up signals from Bluetooth-enabled phones. With an advanced API software and transmitter hardware that reaches up to 150 feet, the technology allows businesses to precisely estimate a phone-owner’s location, and exchange data and information.
iBeacons are so efficient that even the largest of stores would only need handful of beacons per floor to enable a high degree of positioning accuracy.
Bricks and mortar stores have to work hard to compete with online shopping, and one way of doing this is to use technology to create a great in-store experience.
Technology can be used in various ways: for experiential purposes, to appeal to mobile users, increase convenience for shoppers, or to promote a retailer's online presence.
I compiled 11 examples of in-store tech last year, but time moves on quickly in this business, so here are 12 more...
You may have read in the press last week that obese football fans at this year’s World Cup in Brazil we have access to extra-large seats (and half price tickets!!). What this shows is that one size (or seat) does not fit all!
This train of thought should be adopted by any web designer when they are deciding on the best way to make a website compatible for mobile.
There are a number of options for mobile strategies: responsive design, adaptive design, a mobile version or a native app. One approach may suit a company perfectly and be completely inappropriate for another. Perhaps a combination of strategies is the way to go.
By using comparisons with football players past and present, this blog post delves deeper into the pros and cons of each strategy…
It’s all change again, Gmail rocks the world of email by apparently making it even easier for a recipient to unsubscribe from legitimate marketing email.
This is a shock to some, especially to those who thought they were safe by hiding the unsubscribe button, deep within the very small print at the bottom of the email.
So, is this going to be a disaster for some email marketers? Or is this new process just a little different from something that first saw the light of day in 2009…..
Apps are an important part of many multichannel marketing strategies, whether it be for a big retailer, a travel company or a not-for-profit.
Although users are more and more accustomed to smartphones and tablets, that brings with it hundreds of hours of learning that shouldn't be contradicted. Designing an app that just works is a difficult task and aside from determining the way to platform your app, perfecting the user experience (UX) is the next priority.
There are many UX companies out there. Appsee is a new player in the market, providing software to put an app through its paces. They're the latest company to feature in this, our Start Me Up feature.
I generally find myself in agreement with the authors on Econsultancy, but when I read Ben Davis’ article: 10 websites that aren’t responsive (and probably should be).
I didn't agree with this, as I think those websites aren’t responsive because they don’t need to be.
Responsive design is a wonderful tool and is a great solution for quite a lot of sites. I have used responsive design to deliver many sites, but it’s not a magic bullet that will solve all pains around mobile.