For the past couple of years, retailers have watched their traffic numbers get higher on mobile than on desktop. According to the 2017 commerce report issued by Criteo, mobile sales are the majority of all e-commerce for successful retailers worldwide.
What’s truly interesting, though, is the recent success of mobile apps.
Mobile apps are the new trend
Right now, retailers with mobile sites and/or apps get two-thirds of their virtual sales actually coming from mobile. The chart below explains the situation easier.
Many retailers could only be glad that their efforts of creating responsive, modern apps for their store finally paid off. Recent studies show that the conversion rates on mobile apps are nearly three times higher than on mobile web! But why does that happen now?
Well, part of the reason is that navigating on an app is much easier than on mobile web. Of course, having a responsive website is crucial to your marketing strategy. Even so, though, isn’t it much easier to just tap on your favorite app and start shopping?
Getting More Cross-device Transactions
As Criteo explains, ‘retailers with low mobile sales get more cross-device transactions.’ That’s partly because, to be honest, there’s no mobile experience that can compete with desktop transactions right now. Therefore, up to 41% of mobile users that go through your products on your app or mobile website still choose to purchase them via desktop.
The same report issued by Criteo claims that your best shot at an increased number of customers is to combine cross-device and offline data. Not only does this make targeting easier, but it also helps your brand become noticed quicker. According to the study, ‘omnichannel’ shoppers may have the greatest lifetime value and drive more sales than any other type of clients.
Even so, there’s still a question left: do those clients check your virtual platforms because they’re already loyal, or do those platforms turn them into buyers? The answer is still debatable.
