Most up to date trends that alter the face of mobile e-commerce, online shopping behaviors and approach of the visitors to online shopping
In the near future, there won’t be any people who will not use mobile apps. Day after day solutions to our needs become more feasible on mobile devices. Zillions of apps have been designed and everyone has been getting familiar with them.
As long as mobile apps meet our needs and solve our problems, we feel so much happier and safer within the chaos of everyday life. We love using mobile apps when we are walking, resting, even shopping! The ease of use and the time saving property of smartphones allow more engagement with the mobile apps.
According to App Annie the average smartphone owner spends 2 hours and 15 minutes of a day using apps. The average person has 60-90 apps installed on their phone, using 30 of them each month.
The great advancements on mobile devices and the increasing importance of mobile apps, convince people that they can accomplish anything with their mobile devices easily and quickly. Consider daily life of a white-collar worker; getting up early in the morning, going to work, having meetings during the day, figuring out personal issues, coming home, resting a bit and then sleeping. In this mobile and fast paced life, we use mobile devices mandatorily and of course as a labor of love. Because we love finishing daily tasks, especially when we are mobile. The innovative and complimentary role of mobile apps assist us in so many ways!
E-commerce apps are used frequently by the majority of the shoppers. We navigate e-commerce stores, learn every single detail about products and services, buy online, purchase in store and so on… Everything is getting so much easier with shopping apps. When you want to shop online, ideal scenario works like this; you go to a physical store, enter a shop, search for the goods you need, maybe negotiate to the shop owner, wait on the line and then make the payment. I do not even touch on the time spent on your way to the shop. What if you can not find the exact product you were looking for, imagine the disappointment you feel. In this case, we can see the devastating role of mobile innovations which allows us to spend approximately 10-15 minutes on e-commerce website or an app better.
Does your mobile ecommerce website still meet your business needs?
The most observable shift going on is the change of online shopping and e-commerce habits. For the last few years mobile commerce has been paving the way for online shopping, marketing and e-commerce business.
For a long time many e-commerce companies used mobile websites rather than apps. You might think that it is a great advantage to transform any details on a desktop website to a mobile website, in reality it is not, not anymore… Mobile users want to complete their transactions within the shortest possible time. Thus, cluttered design and unnecessary details would cause them to exit. The most common problem that we see with mobile e-commerce websites has UX problems. People do not want to think when it comes to purchasing items online. For instance; a person walks through a crowded street while navigating through mobile e-commerce website, the last thing s/he would consider is the unnecessary details or the confusing design of a website. In this case mobile commerce app comes into play. Like it or not, if your mobile e-commerce is the direct translation of your desktop website then it is unavoidable to observe usability problems. Mobile devices are so much smaller than the desktop screen, we mostly just slide them rather than using additional stuff like phone pen and of course they are used while we are mobile. So regarding usability, not just responsiveness but also ability to reach each side of the mobile screen with a single finger move is a necessity. If people suffer from cluttered design, never ending bugs and difficult usability with small finger, let’s face the ugly truth : the user will not come back to your website…
According to the survey conducted by eMarketer in year 2016, people spend about 2 hours a day using apps on their phones whereas just nineteen minutes spent surfing the mobile web. By a simple calculation, people spend 10 times more on mobile apps in comparison to mobile websites.
Mobile e-commerce app: What is it, How it works and Why you should pay attention to it?
It is an irrefutable fact that mobile users are glued to their mobile devices. Perhaps online shopping is one of the priorities of the mobile users. At this point shopping app comes into play.
There is an obvious shift from m-commerce web to m-commerce apps. The simple and quick use of mobile e-commerce apps attract users more and more. At this point companies seek for a complete solution to convert their traffic into conversions.
Comscore data about mobile app share of total digital time spent for different categories shows users spend 54% of time on ecommerce apps.
Later on we will go over the advantages and disadvantages of mobile apps and websites, now take your time and continue reading…
Poq found that mobile commerce apps outperform mobile web conversion rates by 40% and they are twice likely to drive returning visits. The most striking benefits mobile commerce app bring are geofencing (allowing use of push notifications), content personalization opportunities , shopping recommendations and loyalt services etc.
In ecommerce world, question of debate is “Which one is better for my business, native app or mobile web?”
Half a decade ago, online shopping companies started to dig deeper into the behavioral psychology of the visitors and analytics data to understand the benefits of both native m-commerce app and m-commerce website better.
On mobile web commerce side; they were sure that they would have gotten more traffic and better spot user’s action by using the tracking tools. On native app side; they would have gotten less traffic but more engagement.
In year 2018, the rigid dynamics of online shopping behavior is changing. The omnichannel is more confusing than the past and it is a fact that you can not directly rely on hearsay evidence to go with a new trend for your business.
Now it is time to reveal the pros and cons of mobile e-commerce app and website.
M-commerce Web – Pros
- Easily indexed by search engines for better search results.
- Easy to design, develop and maintain.
- A fixed destination for mobile marketing campaigns like advertising and email.
- Cost effective in terms of building one site and making it responsive as opposed to two sites for the desktop and mobile Web.
- Better user experience on smartphones than m.site.com sites.
- Easier analytics through Google Analytics or other performance trackers.
- Faster page load performance.
M-commerce Web – Cons
- Less engagement than native apps.
- More difficult to get consumers to make purchases on mobile websites.
- Less customizable and personalized.
- Less likelihood of tracking signed in loyal customers or converting them to email or social marketing campaigns.
- Lack of access to smartphone components like GPS, Bluetooth or contacts.
Mobile Native App – Pros
- Increased access to user data (e.g. by requesting Facebook login).
- Authentication of the identity of a customer
- Robust behavioral tracking
- Push notifications, including fresh offers, loyalty, alerts etc.
- Can access without an internet connection, using 3G for example
- Better customization opportunities
- Better user experience and personalization
- Eliminated steps with QR code link
Mobile Native App – Cons
- It is necessary to download and upgrade app time to time
- Needs to be plentitude for the first time (app users’ review stays forever)
- So much expensive to design and develop unless you work with a mobile app platform, IOS and Android responsiveness increase costs
- Necessity of frequent updates on App Store and Google Play
Let’s take a good example that shows the comparison mobile web and app version of an online retail store:
Mobile website version
On the mobile website you can see that homepage is covered with a single banner, top navigation and search bar seems fine but still mobile visitors have to scroll down, up and forward to see more on the page. On the product page, again the structure is quite similar to homepage, big image shows up and you are not able to see an Add to Cart button at first sight. If we consider that web visitors would like to proceed through the site without thinking, their mobile web page could be problematic to motivate and direct visitors to take actions immediately.
Mobile app version:
When you look at Etsy’s mobile app version, you can see that the app has various features such as clean design, simple navigation, uncluttered user interface and a simplified checkout process. On the product page as the user scrolls down to the page, the product image gets smaller by size which makes users to see more details of the product and “Add to cart” button.
So far we covered the role of mobile apps in daily life, key features of mcommerce website and app, we also made a comparison to better determine the painpoints and opportunities for your online ecommerce store.
Now it is time to discuss the most updated trends in mobile commerce
1) The Rise of Native M-commerce Platforms
There is plethora of app building platforms that create and develop apps in astronomical prices and mostly as hybrid structure. Vast majority of the companies do not want to invest time on building mobile commerce app in order to avoid allocation of too much resources, wasting time and the possibility of failure. So, they decide to work with mobile app building companies whose service usually cost up to 10x of a native mobile commerce platform offers. Additionally, the approximate time is about 5-6 months for an application to be done, with the further customizations, this process may even take up to longer.
Our aim is to show you the other side of the coin; there is a fact that a successful mobile commerce app platform can make your dreams come true. Imagine a mobile commerce app platform that offers you 100% native app which you can create and customize on your own without coding! Furthermore, these app platforms would allow you to save a great deal of money, less maintenance and of course no coding! You could manually create codeless mobile commerce app within a day.
2) The Power of Push Notifications – Advanced Personalization
Push Notifications are one of the best strategies to turn your app from just another shopping app in the market into one that customers love to visit more and more. Although push notifications have been used for last several years by many ecommerce companies, advanced personalization feature will boost retention dramatically.
Push notification is a helpful technique for generating more sales and revenues. With the help of push notification, you can notify customers about the new arrivals, discounts, updated stocks, interesting offers and even loyalty programs. You can send push notifications about special offers regarding where your visitor is, his/her last online experience, shopping preferences and so on. Moreover, with the personalized push notification features, you can add the timer or a clock to tell them about the days left in the delivery of their order. It will be more like a little tracker. It can add credibility and authenticity in your work. Keeping your customers updated about their product deliveries will help you gain more customer satisfaction and eventually more leads.
The aim of personalized push notification strategy should be:
- To provide highly relevant and personalized information to your customers in real time
- Make customer journey easy and special for your visitors
- Build interest through images, CTAs, playful language and even interactive aspects
- Build trust and strengthen customer relationships
- Boost conversions and increase bottom line
3) Personal Touch With Chatbots
Chatbots can actively take on some of the important responsibilities through online buying process, particularly when it comes to executing tasks for operations and marketing. Chatbots automates order processes and are an effective and low-cost way of providing customer service.
Once the chatbot system has been integrated with one of your shopping carts, it can work with all the stores based on the platform. The more shopping carts that your chatbot application supports, the more potential customers it has. Also, specific systems need shopping cart integration to retrieve information such as product details, quantities and shipping terms that chatbots may use to provide accurate answers to customers.
Chatbots provide a valuable customer support solution for e-commerce retailers. Online chat remains the fastest and, in many cases, the most convenient means for visitors to get answers.
You can also provide assistance via Facebook Messenger of your online store. Chatbot for social account could be integrated your company page and from your app the users will easily direct to your facebook app to discuss any lack of data in his/her mind with the bot.
To conclude, we pointed out the changing trends in mobile commerce, which actions you should take for your e-commerce business to increase revenue and how to use advanced features to attract your mobile visitors through online shopping. As long as your online store includes personalization to better address and satisfies your visitor needs, you will increase conversions and your revenue. We delved deeper to show you key tactics to be used to stay ahead of the competition and boost your ecommerce sales.