How to Build a Mobile Strategy for Ecommerce: App or Pwa
Mobile traffic in ecommerce has long exceeded desktop traffic. However, not all visits lead to sales. The main reason for this is an unadapted mobile strategy. Online stores need to consciously choose the format for engaging with users: a native app or a PWA. Experienced companies like https://dinarys.com/ can help with this choice.
Why a mobile strategy is critical for ecommerce
Customers are increasingly ordering products from their smartphones. It’s convenient. However, the lack of a well-thought-out mobile strategy in business can lead to:
- loss of repeat sales;
- a decrease in average order value;
- increased bounce rates;
- weak customer loyalty.
To prevent this, it’s important for businesses to determine the optimal mobile channel format.
What is a Mobile App?
A mobile app is a native product for iOS and Android that a user installs from the App Store or Google Play.
Apps are especially effective for stores with regular purchases, loyalty programs, and a large customer base.
But it’s important to consider the main advantages and disadvantages of mobile apps.
Pros:
- high speed;
- maximum level of personalization;
- push notifications with high open rates;
- convenient repeat purchases;
- access to smartphone features.
Cons:
- high development and support costs;
- the need for separate versions for iOS and Android;
- difficulty attracting installs;
- dependence on app marketplace rules.
Without a steady flow of repeat orders, an app may not be economically viable.
What is a PWA
Mobile apps have an alternative: a PWA, or Progressive Web App. It’s a website with mobile app functionality. It can be opened in a browser or installed on a smartphone. This option is convenient for both online and offline use.
It has several important advantages over a traditional mobile version. A PWA:
- doesn’t require installation from an app store;
- loads quickly even on slow internet;
- is indexed by search engines;
- costs less than a native app;
- works on all devices.
However, it has limited access to smartphone features. Furthermore, push notifications don’t work on all platforms. Most importantly, it offers less personalization than an app.
App or PWA: Which to Choose
To choose between the two options, you need to determine your business model. It’s also important to consider purchase frequency and the project’s stage of development.
A PWA is suitable if the store is focused on SEO traffic and purchases are infrequent. This option is also relevant if speed of launch is important and the budget is limited. It can also be chosen when the business is in the growth stage.
A mobile app makes sense if you have an active, loyal customer base. It can also be chosen if:
- user LTV is high;
- a loyalty program is used;
- personalized offers are needed;
- business is willing to invest in audience retention.
In many cases, a hybrid approach is the optimal strategy.
Hybrid Mobile Strategy
This approach allows you to retain organic traffic and test mobile scenarios. It also helps form a purchasing habit and reduce investment risks.
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