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Mobile app versus mobile site

Slow load times or a clunky customer experience on mobile and desktop sites can drive customers away from an online store, meaning a reduction in conversions and unhappy customers. As a way to combat this issue, many retailers have adopted mobile apps. But what is really best when it comes to ecommerce: a mobile app or a mobile site?

According to Forrester, 88% of US smartphone owners use just 5 apps on a regular basis8, and their research showed that the majority of consumers aren’t keen on shopping apps, instead preferring to shop via the mobile web.

Many retailers have seen successes with mobile apps, and it is clear that they are a great way of getting your brand seen by more people. Additions such as push notifications and offline access are obvious positives. They are fast and, if designed well, generally clear. However, if you can offer a comparable buying experience on your mobile site you’ll need to seriously weigh up whether building an app is worth your investment.

The question shouldn’t be, which should I use, but about finding the best suit for your customer base. Instead of placing the two against each other, use them in conjunction to give the best overall customer experience.

Key takeaway

Don’t put all your eggs in your app basket. Focus on optimising your mobile web experience.

8 Source: The Five Fixes To Increase Mobile Checkout Conversion, May 2017, Forrester