Google has published research on the frequency of smartphone users’ purchases of various goods and services. 66% of mobile phone owners make purchases in online stores at least once a week. They use mobile applications to select products, study reviews, and make purchases. A well-known web applications developer talks about the pros and cons of special software for gadgets.
Goals and objectives of mobile applications
Developing an application for a smartphone and tablet is a significant financial investment. Therefore, an online store’s owner must decide on its implementation goals. It could be an increase in the average check, brand awareness, and loyalty, reducing the number of abandoned baskets of goods, and assessing the volume of online sales using a smartphone and desktop PC.
Advantages and disadvantages
Pros of the mobile application include the following options:
- The store owner becomes closer to the buyer. They can study tastes and offer appropriate additional products. Applications load images and product information faster. All that remains is to add a bright «Buy» button.
- The possibility of repeated, regular interaction like messages about promotions, new products, and reminders, «you forgot something in your cart.»
- Fast payment — link your wallet, completing the transaction by pressing one button. It saves the client time, and they will return to this method of purchasing.
- Personalization is when every person likes to be treated individually and have products selected based on their preferences. In this case, they will purchase faster than if they spent a long time searching for it using a search engine in the browser.
- The ability to use a smartphone camera when the client scans the QR code and there is an automatic transition to a description or video of the product.
- Offline mode when the application provides access to information about products with minimal Internet traffic. It can be a storefront. The buyer gets acquainted with the product and its features and purchases the desktop version.
- Constant business analytics in real-time when the owner sees information about the number of purchases, price, and profit received from selling a unit of goods. Managers do not deal with reports but interact with clients.
Cons of the application
A mobile application involves significant creation, maintenance, and further operation costs, filling it with content. The main disadvantages of software for gadgets include the following options:
- high price — remember that you need to create either 2 separate products for Android smartphones and Apple gadgets or a combined effect. Therefore, the application must solve specific goals, be used for significant volumes of online trading, and make a large share of purchases using a smartphone for certain types of goods;
- takes up space on gadgets when the memory capacity of phones and tablets is limited. Therefore, if the buyer rarely makes purchases, they will delete the mobile software. If your business does not involve frequent purchases, then there is no point in ordering an application;
- competition when more and more sellers are trying to work online, so more efforts have to be made to keep the buyer’s attention;
- the customer’s problem is not solved or is solved poorly. For example, the customer needs parts for a car, but the application offers to answer several dozen questions and enter additional data. In this case, the buyer will prefer to come to the store, and the manager will select the necessary spare parts for him because the application did not complete its tasks.
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