Consumers increasingly use e-commerce apps to add value and convenience to their lives. According to the financial firm Synchrony, nearly 70% of smartphone users now use at least one mobile shopping app.
The best e-commerce apps offer a streamlined user experience (UX), user-driven features, and a trustworthy shopping experience.
When app developers create an integrated and omni-channel brand experience with these e-commerce apps, they allow businesses to reach, influence and convert shoppers in new ways.
This article explores why mobile shopping apps are increasingly popular, how to design a rewarding site UX, and how to market mobile shopping apps to customers.
Make shopping convenient and rewarding
Shopping apps offer busy consumers a convenient way to save time and money.
According to research by Visual Objects, people prefer to use shopping apps while at home. This is because mobile shopping is easier than a trip to the store.
At home, people can shop for necessary items, consider a dinner order, or peruse lifestyle items – all while relaxing on the couch. According to Criteo, retailers that have successful mobile apps find most of their sales are coming from the app – 66% on average.
Established retailers have benefited most from the shift to mobile shopping. The most popular e-commerce apps belong to mass merchant retailers (81%) like Walmart and pure online retailers (77%) like Amazon.
Brands must invest in rewarding app experiences to compete with retail frontrunners and secure their mobile audience.
Invest in your app’s user experience
Successful e-commerce app developers deliver a streamlined UX to their customers, which helps provide a positive impression for your company.
Creating a positive impression helps companies transform customers into app users, says Cindy Liu, an analyst at eMarketer.
"While browsing and researching products on smartphones is very high, not all consumers are totally comfortable making a complete purchase yet," Liu wrote.
This is especially true for older users who may be unfamiliar with or doubtful of online browsing and purchasing.
Trustworthiness attracts, but only quality app UX can retain mobile shoppers. People expect e-commerce apps to serve as a seamless extension of the brand they trust.
Functional and refined app experiences are key to helping loyal customers become mobile users.
Amazon is a winning example of a mobile-responsive marketplace that leverages consumer trust to drive sales.
Its app mirrors the company’s website in terms of its layout, search-driven user interface (UI), and personalization.
Amazon’s app is based off its top-ranked website UX, which offers top-notch navigation, convenience, and personalization to users.
Quality UX gives people incentive to download your app
App users that recognize the UI can more quickly acquaint themselves with and trust the mobile app.
To create an intuitive app experience, hire an app developer who can offer easy navigation, minimize the number of page elements, and use a branded color scheme. Align these elements with your website and personalize wherever possible.
These choices help you to increase usability, ensure a quality UX, and reinforce the trustworthiness of your app.
Match customer preferences with your app features
People want shopping apps to provide access to savings and allow them to accomplish tasks with ease.
Research from Clutch found that shopping app users are most interested in features such as discounts, in-app purchases, discounts via push notifications, and loyalty rewards.
To drive adoption and engagement, brands must develop and market app features that resolve friction points for shoppers. Consider what your audience wants from your app, then design the experience accordingly.
If shoppers seek an enhanced shopping experience, market your app on the basis of these better features.
Examples of personalization features you can include with your mobile product include:
- User location and payment preferences
- Recommend similar products
- Digital wallet
- Delivery options
- Loyalty programs
Adding value and convenience to the mobile shopping experience is the best way to encourage app use and promote app sales.
You’ll find a ready audience for your app on your owned channels, such as email, your website, and social media.
Emphasize the user benefits of mobile shopping, the unique features, and the available savings.
This way, you appeal to customers’ want for value and ease while encouraging them to become loyal to the app.
How to create a successful e-commerce app
Businesses must tailor their mobile shopping experience to their audiences’ wants.
This means offering app features that save time and money, as well as a streamlined UX that aligns with their other online channels.
Consult with an experienced mobile app development company to learn more about the features you should include in your mobile app.
This is a guest post by Emily Clark. Emily is a Content Writer for The Manifest and Visual Objects, a research and reviews platform for B2B marketing and technology services. She focuses on mobile app development research.