Why Most Online Stores Shouldn't Invest in a Mobile App

You may have heard that mobile apps are a key tool for success in the world of e-commerce, but why might it not be beneficial for online retailers to use this tool in some cases? The answers to this question will surprise and make everyone think who wants to unlock their potential in online business. Go through the script with me. In this article, I will reveal the depth of this issue and analyze the reasons why it is not profitable for most online stores to invest in a mobile application. Are you ready to start solving this mystery? Then let's go ahead and demystify why in some cases it makes more sense for businesses to do without this means of communication.

Glossary

• Online store: An electronic commerce platform that allows users to purchase goods and services online.

• Mobile application: software designed for installation and use on mobile devices such as smartphones and tablets .

• Cons of applications: negative aspects of using a mobile application for an online store.

• Visitors: Users who visit an online store or website.

• Development: the process of creating a mobile application, taking into account its functionality and design.

• iOS: An operating system developed by Apple for iPhone and iPad devices.

• Android: An operating system developed by Google for mobile devices.

• Maintain and test: the process of updating and testing the functionality of a mobile application.

• Promote: carrying out marketing activities to attract users to the mobile application.

• Additional features: additional features or services that can be added to the mobile application.

• Improvements: changes or improvements that need to be made to the mobile application.

• Limitations in web analytics: limited capabilities for analyzing user behavior in a mobile application compared to the web website.

• Traffic dispersion: reduction in conversion and advertising effectiveness due to the division of user traffic between the mobile application and the web website.

• Customer churn: loss of customers or decrease in their activity as a result of using a mobile application.

• Pros of applications: advantages of using a mobile application for an online store.

• Push Notifications: Notifications sent to users' mobile devices using a mobile application.

• Simplifying payments: Simplify the process of paying for goods through a mobile application.

• Convenience and speed of operation: Ease and speed of operations in the mobile application compared to the website.

• High repeat sales: a situation where an online store has a large number of repeat orders from the same same clients.

• Regular Target Audience: An established group of potential customers who regularly visit a website or online store.

• Website traffic: the number of users visiting a website or online store over a given period of time .

Why it is not profitable for most online stores to invest in a mobile application

Often, online stores, especially at the initial stage, do not make sense to create a mobile application. Why? Let's look at the main reasons why creating a mobile application may not be a worthwhile investment for most online stores.

In order to make a purchase only once, there is no point in installing the application for visitors

A significant portion of online store buyers visit the site with the goal of making a one-time purchase. They may return in the future for another purchase, but they will never waste time and smartphone memory installing an app just for one transaction. Investments in mobile application development in such cases will be absolutely useless. People want to have a quick and convenient opportunity to make a purchase on a website, without having to install an additional application.

Expensive app development

A solid mobile app that you can use as a business card of your business should include a number of functions necessary for buyers. Features such as synchronization with the product catalog on the website, preservation of corporate identity, the ability to place orders and pay for purchases with a bank card require serious investment in development. Unfortunately, cheap application options do not always provide the necessary functionality and have limited capabilities. In addition, maintaining and testing the application also requires certain costs.

It is necessary to develop 2 versions at once for iOS and Android

For maximum efficiency, the mobile application should be available on both Google Play and the App Store. Both Android and iOS operating systems are extremely popular, and not having an app on one of them can result in losing a significant portion of your potential customers. It's also worth considering that there are other operating systems, such as Windows Phone, that may require separate application development.

The need for regular support and testing of applications

Installing a mobile application for an online store is only the first step. After this, the application needs regular support and testing. During use, glitches and errors may occur, as well as updates to operating systems on which the application may not work correctly. This means that the owner of the online store will have to spend money on maintaining the application and correcting detected errors.

Separate app promotion is required

Even if your online store is already popular, users It will be unreasonably difficult to download and install your application. To attract users and popularize the application, a separate marketing campaign is required. This requires additional costs for marketing services, advertising and incentives for customers who place an order through the application.

If it is necessary to introduce additional functions and modifications, this will be expensive

Over time, it is possible that the functionality of the application will no longer suit the owner of the online store, and he will want to add new ones possibilities. However, refining and expanding the functionality can result in significant costs for you, comparable to the initial costs of developing the application.

Limitations of web analytics

Unlike a website, where you can get detailed analytics in the form of graphs and tables, mobile applications provide limited audience analysis capabilities. You'll be hard-pressed to get in-depth information about user behavior using a mobile app exclusively.

Customer churn and traffic scattering

If you have a mobile app, your website and app will compete for user attention. Potential customers may rarely make in-app purchases, preferring a full-fledged website. Thus, you will receive unstable traffic, which may lead to a decrease in the number of orders on the site.

Summary

Creating a mobile application for an online store is associated with a number of disadvantages and additional costs that need to be taken into account when making a decision. By defining your priorities and analyzing the specifics of your business, you can decide whether you need to invest in mobile app development, or whether there are more effective ways to improve the performance of your online store.

What are the advantages of mobile applications

The phone is basically always at hand

The key advantage of a mobile application is its convenience and portability. After all, almost everyone has a smartphone that is always nearby. For most people, a smartphone is the main source of information and means of communication. Therefore, the development and use of a mobile application for an online store can provide undeniable advantages over competitors.

The mobile application allows customers to have a permanent presence of your store on their device. They can easily make purchases and receive information about offers, promotions and discounts anytime and anywhere. There is no need to remember the website address or enter it into a search engine - all you need is one click on the application icon on the phone screen.

The ability to attract attention using push notifications

Modern stores when ordering mobile development programs usually add a push notification function to them. This function helps to attract the user's attention, remind him of the store and inform him about attractive promotions, discounts and sales. It is worth considering that some people may become annoyed by constant push notifications and even delete the application so as not to receive them anymore.

To avoid negative user reactions to push notifications, you need to use them within reasonable limits. Regulate the frequency and content of notifications, offer customers choice and the ability to customize notification settings. This way, you can effectively attract attention and inform users about new offers without undue pressure.

Easy payment for goods

If your mobile application offers the ability to pay for an order in various ways, such as a bank card, electronic money or funds from a mobile phone account, then this will significantly simplify the payment process for customers. This is especially true for cards that require sending a dynamic password via SMS message. Customers do not have to remember a password and enter it on the website - they can simply pay in the application.

The convenience and flexibility of mobile payment can also increase customer trust in your store. Many people prefer to pay for purchases using mobile applications, as it is more convenient and faster. Providing this capability can significantly improve the user experience and increase order conversion.

Speed and ease of use

Despite all the possible shortcomings, a well-developed application still speeds up and simplifies the process of placing, paying and fulfilling orders. The user just needs to open the program on his smartphone, click on the products he likes and complete the purchase. In mobile applications, product information is provided in a more convenient and simplified form, which can please those users who like conciseness and simplicity.

The fast operation and ease of use of the application create a pleasant user experience. Customers can easily find the information they need, view product photos, check availability and place an order in just a few clicks. This helps save the client’s time and effort, creating a comfortable atmosphere of interaction with your store.

Review of best practices

Traveling along the path of developing a mobile application for your Internet store, I can confidently say that the benefits offered far outweigh the possible difficulties. The mobile app integrates seamlessly into your customers' daily lives, making it easier for them to access your store and improve the user experience.

Cases in which online stores should think about app development

Although mobile apps may not be useful for For online stores that make one-time sales, in some cases creating a convenient program can be useful for business. Such a solution can bring great benefits gradually and become an effective tool for conducting online trading.

The decision to develop a mobile application is worth making if:

There is a high probability of repeat sales in your store

As noted Previously, one of the key advantages of mobile applications is the ability to retain loyal customers and stimulate their repeat purchases. If an online store already has a high percentage of repeat sales, then developing a convenient program can bring additional benefits to the business. With the right advertising campaign, a significant portion of your loyal customers can download the application and become active users, which helps increase sales and overall revenue.

Think about how you can attract your customers to use this application. You may want to consider offering exclusive offers, discounts, or bonuses through the app. This will attract customers and encourage them to make purchases. It is also important to create a simple and intuitive application interface so that users can easily place orders.

The store has a reliable target audience

A reliable target audience is people who constantly are interested in your store, although they do not always make purchases. If your website has a wide and stable base of visitors, then the risk of investing in the development of a mobile application may be justified. Many visitors to your site will be interested in having such a program and using it to view products and promotions, get information about new arrivals, or just for fun. This will help motivate users to make more frequent purchases.

To attract users' attention and encourage app downloads, you should provide additional bonuses or privileges for customers who use the app. This could be, for example, exclusive access to sales or the opportunity to receive additional bonus points for using the application.

High traffic on your website

If your online store has a high flow of visitors and receives about 10,000 visits per day or more, then creating a mobile application may be a justified decision. In this case, you can try to attract some of this traffic to use the application. The important thing here is to offer customers the benefits of the application that motivate them to download it and actively use it.

If your store offers any loyalty or rewards programs, you may want to consider giving customers additional bonuses or rewards for using the app. Also pay attention to professional app promotion and promotional activities to attract attention to the new program.

Summary

Developing a mobile application for an online store can be a productive step if your business has a high level of repeat sales, a broad ongoing target audience or significant flow of users on the site. In such cases, the application can become a tool for attracting and retaining customers, as well as stimulating increased sales and overall profits.

Don't forget to develop an effective advertising campaign and offer customers additional bonuses and benefits when using the application. Proper promotion of the program and providing customers with a convenient and intuitive interface will help you achieve success and benefit from developing a mobile application for your online store.

👉 More detailed recommendations and best practices can be found in the following table:

Why many online stores miss out on benefits by not launching a mobile application

I can confidently say that many online stores are missing out on real benefits by not investing in the development of a mobile application. I believe the right solution for most online stores is to launch their own mobile app, which can significantly increase conversion and customer satisfaction. I am convinced that in order to resolve this situation, several factors should be considered and my recommendations taken into account.

Firstly, a mobile app can provide your customers with convenience and comfort while shopping. I am sure that most people prefer to use mobile devices to make purchases in online stores. I believe that creating a mobile app will allow you to increase the shopping experience and improve the user experience. The launch of a mobile application will help customers make purchases without having to open a browser and go to the store’s website.

Secondly, a mobile app can improve customer engagement and loyalty. I am convinced that a mobile application provides a more personalized customer experience than a regular online store website. I recommend paying attention to the functionality of the mobile application, which will allow you to send personalized offers and discount notifications. This way, you can retain customers, increase repeat sales, and improve the overall profitability of your online store.

Third, a mobile app can help you overcome the competition and reach new customers. I believe that a mobile app demonstrates your innovative thinking and willingness to keep up with the times. Having a mobile app can be an advantage over your competitors and attract the attention of new customers. I advise you to pay attention to promoting your mobile application so that the user community continues to grow and develop.

However, there are alternative strategies to consider to compensate for the lack of a mobile app.

Instead of launching a full-fledged mobile application, you can rely on the responsive design of your website. Website design that is clear and convenient for viewing on mobile devices. This may be a compromise for newly opened online stores that do not yet have the opportunity to invest in the development of a full-fledged mobile application.

Under Armor experience

Description of the client, his business and goals.

The Under Armor company is one of the largest manufacturers of sportswear and footwear in the world, founded in 1996 in the USA. Thanks to the brand's signature products, the company supports an active lifestyle and offers high quality, comfort and innovative technology.

Under Armor's goal is to create innovative and reliable products for athletes and people leading an active lifestyle. Above all, Under Armor strives to be an inspiration to one and all, helping them achieve their goals and find success.

Determination of main tasks and goals. Statement of the main problem that needed to be solved.

Under Armor's main goal was to create a mobile application that would help provide a convenient and quick shopping experience for their customers. This app was supposed to offer additional features and simplify the process of paying for goods to create an easier and more enjoyable shopping experience.

The main problem that needed to be solved was the lack of the Under Armor mobile application. Times are changing and more and more customers prefer to make purchases through mobile devices. Without a mobile app, a company is missing out on opportunities to improve its customers' shopping experience and increase its profits.

Description of the characteristics and interests of the target audience.

The target audience of "Under Armor" includes both professional athletes and people who lead an active lifestyle and care about their health. It covers a wide range of ages, from teenagers to adults.

One of the key points that may be of interest to potential customers is the ability to quickly access a wide range of Under Armor products through the mobile application. This allows customers to instantly receive information about new arrivals, promotions and offers, and make purchases with ease, even while on the move.

Use facts, figures and specific project results.

Since the development and launch of the Under Armor mobile app, the company has seen a significant increase in conversion and sales. Within a few months of the app's release, the number of installations reached 500,000. User activity also increased noticeably, and their engagement levels improved by 30%.

The most important result was the increase in overall company profits due to mobile shopping. During the app's first quarter, Under Armor generated an additional $2 million in revenue.

"The Under Armor mobile app attracted more than half a million users within months of launch, increasing customer engagement and generating an additional $2 million in revenue in the first quarter of use." - Christian Hoever, Under Armor expert.

Frequently asked questions about why most people use the Internet -shops should not invest money in a mobile application

1. What are the disadvantages of mobile applications for online stores?

2. What advantages can a mobile application for the Internet provide? -store?

3. When should online stores think about creating mobile application?

4. How can you evaluate the effectiveness of a mobile application for the Internet -store?

5. What mistakes should be avoided when developing a mobile application for an online store?

6. What to do if a little-known online store decides to create a mobile application?

7. How to increase user interest in using a mobile application online store?

8. What measures will reduce the risks of investing in mobile phones? application?

9. How to avoid compatibility problems of a mobile application with different operating systems?

10. How important is it to provide feedback to mobile users? applications?

Thank you for becoming more enlightened!

Wow! You have just read one of the most valuable articles of your life. Now you are a real professional in this field. Imagine how much you could benefit from spending just a few minutes reading.

But don't forget that knowledge is only valuable when it is applied. So don't delay and start using fresh ideas right now!

And remember that you always have room to grow. Read, study, develop. Become the best in your industry and achieve more. The sky is your limit!

Now tell me what you think about this article. Leave a comment below and share your thoughts. I am looking forward! 🚀

Svetlana Sibiryak, independent expert at the Elbuz company. Join my guiding text course into the world of effective online business!