Should Your Store Have Its Own App?

It’s beyond dispute that mobile is the future of technology in all aspects. We have our phones and tablets with us when we’re traveling, working, or relaxing. Just think of the last time you didn’t have your mobile device nearby. According to Statistica, there were 3.5 billion unique mobile users as of August 2017. That’s a massive number, and if you’re not prepared to accommodate a mobile-focused future, you’re going to be playing catch up eventually.
For eCommerce, it’s crucial to be prepared to handle orders no matter where or how your customers want to shop. Mobile optimized websites are a must, but what about mobile apps? If you’ve ever wondered if your business would stand to benefit from having its own mobile app, here are the pros and cons you need to consider.

The Pros of Having Your Own eCommerce App

Top of Mind Awareness
There’s a huge difference between having a mobile-friendly website and having a mobile app. Getting someone to return to your website from having found it on Google or typing in the URL has its own benefits, but having your app appear on someone’s home screen is far more powerful. They’re constantly going to see your brand when they browse apps on their phone, which could lead to them remembering they need something you sell or simply browsing out of curiosity. There are more chances for someone to make a purchase the more often they see your brand or have chances to interact with it, and only an app can provide this for mobile.
Push Notifications Drive Sales
Research by Localytics shows that while 50% of consumers find push notifications annoying, the other half believe that they’re helpful when used correctly. Allowing users to opt-in to receive alerts from you such as news, deals, and updates is one of the most powerful marketing methods there is. Your mobile app users typically always have their phone with them, and it’s nearly impossible to miss an alert on your phone after receiving one. Your open rates are much higher with push notifications, which will eventually lead to more sales.
Constant Support and Tighter Customer Relations
Apps custom designed for mobile devices tend to natively perform better on a wide variety of phones than mobile websites. Because of this, users can feel more comfortable sending support tickets, dealing with customer service and general browsing. Technical issues are frustrating, and when these are minimized, more business can be successfully achieved.

The Cons of Having an eCommerce App

They Require an Additional Marketing Budget
You really shouldn’t focus on having a mobile app if it’s going to be a struggle to promote, manage and plan for utilizing it. You can’t expect to get many users to use the app, let alone keep it installed without a proper plan. There are many benefits to having an app, but costs of user acquisition can be higher, which might not work out best for your business.
Has a Higher Technical Investment
Just having an app up on the app store will lead to more engagement, but if you can’t support the app, users will grow frustrated. iOS and Android alone are constantly changing requirements depending on the device. You should anticipate having to release several updates a year in order to provide a thriving app experience.
You Must Provide a Better Experience Than Your Mobile Site
If you’re planning to just create an app that redirects users to your mobile website, it’s not worth doing. Chances are a good amount of your customers will come to the app expecting a more refined experience. They may have had an issue loading a webpage in their browser or are hoping to have their login information saved. Or perhaps they were hoping your shop would show them personalized items relevant to their browsing habits. Either way, if you aren’t ready to provide a more personal experience then you shouldn’t take on this challenge.
For eCommerce businesses, mobile app development brings about its own unique challenges. However, if you feel that your business is ready to face them, you could find having an app is the key to your success. At the end of the day, providing a quality customer experience is the best course of action. Whatever steps achieve that for your business are ones you should prepare to take.
 
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About the Author
Nick Rojas combines 10 years of experience working with and consulting for small to medium business and a passion for journalism to help readers grow. He writes about technology, marketing, and social media for the aspiring entrepreneur. When Nick is not sharing his expertise, he can be found spending time at the beach with his dog Presto. You can follow him on twitter @NickARojas