Today, more than ever before, customers search and browse websites and applications virtually.
Looking for the thrill of hunting for the product they want, these people take the time to check out sites and mobile apps to find the best products, prices, and reviews.
This allows them to have a quick experience while shopping.
Although people do not distinguish much between sites and apps, as you know, these two help to meet the specific needs of customers during the purchase.
To better understand how these two platforms work and how to stimulate customers to make a purchase decision, check out these four points of view because checking these things will help your mobile marketing strategy and take advantage of them.
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Apps are easier to use than mobile sites.
For a long time, apps have been considered as a factor to retain customers as a store.
But you need to know that the applications have to open their place even among the most loyal customers. Google’s recent research shows
87% of people say that even without having the app of the desired brand on their mobile phone, they will still be loyal to that brand.
53% of mobile phone users say that they have not installed their favorite brand’s application on their mobile phones.
Awareness and lack of attention are two of the biggest obstacles that prevent users from downloading a brand’s application.
As 42% of people who have not downloaded the app of their desired brand have never thought of doing so.
And 25% of these people don’t even know that their favorite brand has an app.
One of the customers says: “I don’t install any application at all. I want my phone to be light and clean and I don’t download crap like that. My phone’s storage space is also limited.
Instead of expecting people to install applications, brands should provide necessary training to customers about the specific features of the application.
But don’t try to force people to download the app and open your place on their phone!
Forced downloads are considered a scam, and 63% of people say that when a brand forces them to download an app to make a purchase, they delete the app shortly after making the purchase.
People have also expressed displeasure about mandatory apps that they had to install to make purchases; Especially when they are not ready to do this.
When you want to inform people to install the app, you need to consider the right balance so as not to make them lose your brand and app and get demotivated.
People use mobile apps and sites to get deeper information
People use their mobile phones to directly access a brand’s website or check the product they want from various sources.
Most of the sites designed specifically for mobile phones provide customers with the information they need without the need to install a brand’s app and shape their purchase and relationship with the desired brand.
Two out of three people say that they can meet their needs using a brand’s website as much as they use the brand’s app.
We found in the research that in some cases, people refer to the site while shopping, searching, researching, or ordering from the application.
This happens especially when customers want to go directly to the source of the desired product or do more extensive research because they are familiar with the site that offers this product and go directly to it.
Mobile-friendly sites can make or break your brand
When it comes to mobile site experiences, there is a high risk involved.
Most people expect their shopping experience from the site to be as easy as using the app. When a mobile site does not perform as expected by customers, they will look for another site.
Slow sites and it is difficult to transfer information or photos that are opened with a delay will change the person’s view of the desired brand.
More than half of people say that they have a bad and negative view of brands whose sites are not compatible with mobile.
More importantly, this issue can lead to the loss of your relationship with the customer. About half of people say they won’t buy from brands with poorly designed mobile sites.
Let your app and mobile site work together.
Since 40% of transactions are done by mobile, it is easy to understand the importance of a hassle-free and fast shopping experience through a mobile app and website. Both of these platforms bring special benefits to users.
However the benefit they bring to marketers is significant and impressive if they work together in a complementary way. Whether you’re using your site to encourage app usage or advertising on your app to get people to use your site, you’ll be successful either way. Investing in mobile platforms, gives your users a sense of satisfaction that will keep them coming back to your store again and again.