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.