Dominos now sell more pizzas 🍕 through their mobile app than any other channel. 51% of their sales are through their native app. They sell more pizzas through their app than desktop web and mobile web combined. And it's not just Dominos. It has been shown consistently that well designed ecommerce apps on iOS and Android get more sales than mobile web.
Why do Mobile apps get more sales than mobile web? There are four key reasons why Native iOS and Android shopping apps get more sales than their mobile web counter-parts, and they all have to do with the advantages that are specific to native apps.
1. Better user experience
Native apps respond faster than mobile web, mostly have a uniform navigation structure, and have a lot of small UX touches that generally add up to a better user experience than web. For example, compare your experience using Facebook mobile site to the Facebook app. Recent smartphone user behaviour data shows users are now spending 85% of their time on their phones in apps vs 15% in mobile browser, because the experience is better in app.
2. Frictionless purchase flow
When it comes to shopping, native apps have a lot of small advantages that add up to a much easier buying experience. Shopping in app can take advantage of one-tap checkouts with Apple Pay and Android Pay, 'smart shopping carts' that remember user details, and can utilise device features like Location Services for easier shipping data entry. They are also easier to make secure than web, as their web services are less visible to hackers.
3. Easy customisation and favouriting
Shopping apps can off users immediate favouriting and customising, which will be remembered by the app, without logging in. This is because apps have access to a device's storage to save data. So, for example, a shopper downloads your clothes app, browses 'dresses on sale', and immediately favourites a few they like, then closes the app. These items will be saved there for another time when they're ready to make a purchase. Creating easy in-app wish lists can aid in customer engagement, retention, and ultimately sales.
4. Push notifications
Being able to push a marketing message directly to your customers' phones can be the holy grail of personalised marketing, when done right. Push-as-a-service provider Urban Airship crunched the numbers on a billion pushes, and saw push notifications, on average, deliver:
- 26% higher mobile app open rates
- 92% higher mobile app retention rates
So when you can push a customer a well timed relevant sale message, or targeted product message based on their previous behaviour, you have a much higher chance of luring them back into your ecommerce app to shop.
So why doesn't every ecom store have an app yet?
The problem has been it is too expensive and time consuming for most stores to build a quality native ecom app. It used to be that unless your ecom store did in the $ millions of annual sales, it was just too expensive to build a high quality, native app. But don't worry, we're solving that right now with Snapp Mobile :)