Mobile traffic has been outpacing that of PC traffic for years now, and it has long been seen as an essential component of any marketing strategy. While most people would view items they wanted to buy on their phones, they would still move to their PC to make the purchase. That, it seems, is not going to be the case much longer.
A recent report from Criteo found that when a retailer has a mobile app (as well as a mobile friendly website) they will see about two-thirds of their online sales generated through these mobile. Desktops still make up about 33%.
Conversion rates on the mobile apps are about three times higher than on a mobile website, which really hammers home the point that having an app is critical. Of course, you also need to find ways to ensure your customers are downloading and using the app.
This can often be done with exclusive offers, discounts, coupons, and other perks.
While the importance of mobile, and specifically mobile apps, is clear, it is even more obvious when you factor in the initial steps of the shopping process. Of those who buy products on a desktop computer, 26% of them began their shopping experience on a mobile device.
If a brand doesn’t have a good mobile experience, they are undoubtedly going to lose out on a huge number of potential sales. Taking the time to ensure your mobile site and app are properly developed and offer easy navigating is perhaps the most important marketing effort you can take today.
You can read the report from Criteo HERE.