Why retailers need to optimise their m-commerce apps?

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 31, 2022, 3:41 PM GMT+0

Around 81% of shoppers expect a frictionless experience when using multiple devices to make a purchase.

An overwhelming number of shoppers have at least one retailer app installed. On top of this, research shows that app users are more captive than average mobile web shoppers. In addition to these factors, web+app interactions result in 39% higher transaction values than web-only, making app users are more valuable than average web shoppers.

While optimising m-commerce app experiences, businesses need to pay more attention to reliability, convenience, personalisation and attribution. With the right tools, brands can also learn more about how customers use their apps – important for personalising m-commerce experiences.

Businesses should capture every action on their mobile app, from clicks to exits. They should then collect, analyse and visualise each user action to get a complete picture of their customers’ digital journeys. Using analytical tools with an AI engine can help correlate user behaviour with technical issues, patterns and trends – crucial for optimising in-app experiences.

Companies can also use advanced analytics tools to collaborate across departments. To optimise app experiences further and improve user convenience, share information and insights across teams and integrate with other digital technologies.

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