The Influence Of Mobile Apps On Ecommerce Sales

𝟳𝟴% 𝗼𝗳 𝗲𝗰𝗼𝗺𝗺𝗲𝗿𝗰𝗲 𝘁𝗿𝗮𝗳𝗳𝗶𝗰 𝗶𝘀 𝗺𝗼𝗯𝗶𝗹𝗲 Most of our brands, they are in the 90% But most conversion optimizations still happen on desktop That’s a huge disconnect 𝗦𝗵𝗼𝗽𝗶𝗳𝘆 𝗱𝗮𝘁𝗮 𝘀𝗮𝘆𝘀:    -  The average mobile conversion rate is 1.81%    -  Desktop sits at 3.21%    -  That’s nearly a 2x gap So where’s the friction? 𝗦𝗲𝘃𝗲𝗿𝗮𝗹 𝗺𝗼𝗯𝗶𝗹𝗲 𝗯𝗹𝗼𝗰𝗸𝗲𝗿 𝗲𝘅𝗮𝗺𝗽𝗹𝗲𝘀:  1. 𝗖𝗹𝘂𝘁𝘁𝗲𝗿𝗲𝗱 𝗹𝗮𝘆𝗼𝘂𝘁𝘀…CTAs buried under images, reviews, FAQs  2. 𝗦𝗹𝗼𝘄 𝗹𝗼𝗮𝗱 𝘁𝗶𝗺𝗲𝘀…mobile can’t handle bloated assets  3. 𝗧𝗮𝗽𝗽𝗮𝗯𝗹𝗲 𝗲𝗹𝗲𝗺𝗲𝗻𝘁𝘀 𝘁𝗼𝗼 𝘀𝗺𝗮𝗹𝗹…making it harder to navigate   4. 𝗡𝗼 𝘀𝘁𝗶𝗰𝗸𝘆 𝗮𝗱𝗱-𝘁𝗼-𝗰𝗮𝗿𝘁…making user have to retract  5. 𝗣𝗼𝗽𝘂𝗽𝘀 𝘁𝗵𝗮𝘁 𝘁𝗮𝗸𝗲 𝗼𝘃𝗲𝗿 𝘁𝗵𝗲 𝘀𝗰𝗿𝗲𝗲𝗻…before the user even scrolls And users don’t complain… They just bounce ------------------------------------------------------------------------ 𝗤𝘂𝗶𝗰𝗸 𝗨𝗫 𝗙𝗶𝘅𝗲𝘀 𝘁𝗵𝗮𝘁 𝗺𝗼𝘃𝗲 𝘁𝗵𝗲 𝗻𝗲𝗲𝗱𝗹𝗲:  • Sticky CTA bar on PDP  • Mobile-first layout audits  • Shop Pay, Apple Pay integration  • Compress images and delay non-critical JS  • Use heatmaps just for mobile Friction on mobile isn’t just about the platform It’s about priorities

Cyber Week 2023 is officially behind us... Black Friday this year not only continued its tradition of shattering sales records but also offered some intriguing insights. According to AdobeAnalytics Consulting, the event generated an impressive $9.8 billion in U.S. online sales, marking a 7.5% increase from the previous year. Meanwhile, retail stores saw an average 2.1% increase in shopper traffic, according to Forbes. Shopify reported that they saw $4.1 billion in sales on Black Friday alone - that’s up 22% from 2022 Rick Watson was right, Black Friday was won from the couch. For a comparable group of our clients, the surge was even more pronounced, with a Year-over-Year (YoY) sales revenue increase of 65%. This far outpaces the general market trend, highlighting the effectiveness of targeted strategies in driving significant growth. Vivek Pandya from Adobe Digital Insights notes an interesting aspect of this year’s sales: the role of impulse purchases, especially with $5.3 billion in online sales coming from mobile shopping. This aligns with our observations; an overwhelming 75% of sales for our clients came from mobile platforms, a notable jump from 71% on Black Friday 2022 and 68% during Amazon’s Fall Prime Day event. The impact of mobile shopping is becoming increasingly clear, and it’s reshaping how consumers engage with sales events. Check out Envision Horizons' recap of Turkey 5!

“Will our brand’s mobile app cannibalize sales from the website?” A common question I get asked when a brand evaluates launching a mobile app as a part of their retention strategy. The answer actually comes from posing another set of questions: 1️⃣ Is there a world where a brand launches a mobile app, and then their customers fall in love with it?  2️⃣ In fact, is it possible that some customers love the app experience so much that they choose to stay engaging with the brand on the app… and not go back to the website? The answer is YES. That’s going to happen for a small percentage of your audience but that is a VERY VERY good thing. Why? 📈 Because now those app users are visiting the brand 3X - 5X more frequently than they were before (by living as an icon on device home screen and weaving in push notifications) 📈 Those app sessions, are converting at much higher conversion rates (because of the optimal mobile shopping experience with minimized friction) 📈 And at higher AOV's. 📈 So the cumulative result of moving that user from the website to the app… a 250% average lift in LTV from what those same users were previously spending on the web. The success of an app is not measured solely by sales. It’s all about understanding the incrementality an app will bring.  Instead of looking at each channel as a separate entity, it's better to look at the sum of all the parts... So long as there is incrementality and the overall size pie of is cumulatively growing, then adding an app as a sales channel makes sense. 💡