The relationship between a person and a brand is almost personal. Shopping in our favorite store is like talking with friends for us – it relaxes, gives pleasant emotions and a sense of security. But first, the application needs to win the trust of the buyer: send notifications in time, show the price with all possible discounts, find the nearest pickup points, correctly orient users on the delivery time. And of course, be convenient and understandable to use.
If you’ve developed the right eCommerce app, people will come back to shop for you. What will the store get from this?
Increase conversions and LTV.
Regular customers know your product, appreciate the service, so they do not need to be convinced of something – they already trust you. People purposefully come for a purchase and make it. Due to such user behavior, the conversion of the store and the life of the buyer increase.
Reducing acquisition costs.
Re-attracting users is cheaper for the store, so even such giants as OZON and Wildberries are fighting for regular customers. Hence loyalty programs, special offers and discounts that activate repeat purchases.
From the experience of stores, we can say that the costs of such promotions pay off.
How to get a lost customer back
American businessman John Shoal says that “acquiring a new client is about 5 times more expensive than keeping the one you already worked with.” Referring to the study by F. Reichheld and W.E. Sussers, he argues that a 5% increase in customer retention can increase a company’s profits by up to 100%.
But what if the user forgot about the app after the first purchase? Adjust analyzed 8 billion app installs worldwide and found they were deleted within a week of being used. The reasons can be different from objective (abundance of advertising, little memory, incompatibility with the device, inconvenient interface) to subjective (don’t like the design, don’t have time to use it). The task of the marketing department in this case is to reach the user.
For example, Lamoda – the largest multi-brand online clothing and footwear boutique in Eastern Europe, allows you to find things by photo: the user uploads it to the search bar and gets similar options. The minimalistic design of the catalog helps to focus on shopping, and the photo gallery swipes into the preview without going to the product card. The price in the catalog is indicated taking into account the Lamoda Club loyalty program, and the application gives a discount on the first purchase. In addition to these applications, people often buy goods on AliExpress, ASOS and order food through the Delivery Club. And they do it from the phone. Why? Find out in our roundup of popular eCommerce apps. Barrier-free shopping is a trend that eCommerce applications are developing. The task of designers and developers is to make sure that the user can make purchases without thinking about what his next step will be. Intuitive interface, personalization, loyalty programs, and checkout in two clicks are needed in order for the purchase to turn into a reflex.
According to the recent research
There are many ways to return a lost customer, but for some reason, marketers pay undeservedly little attention to remarketing and retargeting.
Tools from Google Ads, Yandex.Direct and Facebook work on the same principle: these are advertisements that personally appeal to people from your target audience.
Imagine that a user is looking at a product in your store app, but is hesitant to buy it. On other apps, it’s caught up with your product ad: “You’ve been looking at jeans recently. We give them a 15% discount. The user clicks on the ad and is returned to your app via a deep link, a URL that takes the user straight to the purchase screen.
Without the application on the phone, this scenario would not exist.
The role of a mobile application in your business
Thanks to the mobile application, a person carries your store in his pocket: he can make a purchase at any time, arrange delivery, and receive privileges and discounts for the next purchase. But the idea of a selling application is not limited to a convenient service.
First of all, the application is necessary for business. It strengthens the connection with users, forms a loyal audience and has tools to increase profits.
A mobile application gives businesses a huge scope for studying user behavior.
The application has tools to return users to purchase.
Due to the loyalty program, the application increases the conversion and frequency of purchases.
In the application, buyers go through their shopping journey and complete all actions faster than on the website.
The application provides an average check 130-140% higher than on sites and their adaptive versions.
A mobile application is an independent sales channel that adapts to each customer. In it, you can study user behavior in detail, implement new marketing strategies and maintain constant contact with people.
What is the price of a mobile application
The price of developing an application depends not only on the time that the team spends on the project. The price is affected by its complexity, the number of supported devices and operating systems, and the experience of developers… In the article, we analyzed how these factors work with examples, so that you can imagine approximate prices and terms for developing applications and make the right management decisions. In the meantime, let’s talk about what makes up the price of a mobile application.
‣ Country and developer experience
The price per man-hours depends not only on the experience of the developer, but also on the country in which he lives. The developer exchange Arc Formerly Codementor found out how much freelancers get per hour of work in different countries:
Switzerland, Australia, New Zealand – from $70;
France, England, Canada – from $65;
Russia, Belarus, Ukraine – from $25;
India, Pakistan – from $15.
Developer rates from Pakistan are at least 30% lower than in Switzerland. Does it mean that it is more profitable to hire those people whose services are cheaper? Averaged data hides significant details: time zones, language barriers, skills. When choosing a developer from another country, it is important to consider these factors in conjunction with the development price.
But to create a good application, one freelancer is not enough. You need a team with competent analysts, programmers, designers and testers who will take care of your application at all stages of development.