Mobile devices are quickly becoming the portals through which consumers find, research, and buy most products. Any reader who has used mobile ecommerce knows that the convenience is unbeatable. But they may be surprised to learn just how fast the industry is growing:
- Globally, over 2 billion people made a mobile ecommerce transaction in 2017
- Mobile devices will account for 27 percent of all retail sales by the end of 2018
- Shoppers on mobile devices spend twice as much on digital channels as users on other devices
- 53 percent of smartphone users rely on mobile-first retail apps
Those are exciting figures if you’re an app developer. But a closer look reveals some crucial and contradictory details. For instance, if 27 percent of retail sales happen over mobile, 73 percent happen through other channels. And if 53 percent of users have retail apps, the other 47 shops online through other means.
Since the mobile ecommerce industry is booming there is stiff competition between app developers. And since mobile ecommerce is not yet dominant, there is ample competition on desktops and in brick-and-mortar stores. Consumers are eager to buy and eager to use mobile, but it’s a huge challenge for an app to stand out in a huge pack. Here are some tips to help any app compete:
Offer Impressive Functionality
An app that does not work as advertised, breaks regularly, or creates any degree of frustration or confusion is going to turn off most users. With so many alternative options on the market there is no reason to put up with a broken app. Conversely, an app that is intuitive, accessible, and exciting does exactly what users want – make shopping easier and more fun. The apps that really nail that offer something that no other option, app or otherwise, can match.
Cater to a Niche Market
Now that consumers have so many outlets and channels to shop with they are increasingly looking for experiences that mirror their unique needs and wants. Catering to a niche market is a way to stand out from the pack and cultivate a base of loyal and engaged users. App developers must be cautious, however, to avoid cultivating too small of a niche and putting a cap on the user base.
Ace the App Marketing Effort
Marketing is obviously essential, but the goal is not to reach the widest base of users possible. Rather, the goal is to reach the users most likely to be engaged by the app.
For instance, if someone is marketing shopping apps for iPhone they don’t want to focus only on install rates. They want to focus on how frequently users engage with the app and convert on purchases. Instead of becoming a popular app, the goal is to become the go-to shopping platform.
Provide Superior Customer Service
If online shopping is intended to be as easy as possible, customer service is key. Users must be able to access information, guidance, and support at every step in the shopping journey, through whatever means they find most convenient. And in addition to being accessible, service must be accommodating no matter what kind of issues users are contending with.
Keep Existing Users Engaged
Everyone knows it costs more to attract a new user than to keep an existing one. Despite this fact, many app marketers try to drive downloads instead of trying to retain users. Cultivating a base of long-term users is a more effective way to realize ROI and prolong the lifespan of an app.
Success in mobile ecommerce is always hard won. But the apps that rise to the top are veritable gold mines. Instead of trying to follow the pack, let users tell you where they want you to go.
