The mobile shopping journey is full of twists and turns. With consumers enthralled by the thrill of hunting, research has become more important than ever. By researching the best products and offerings, people alternate between applications and sites on mobile devices before making a final decision. This new consumer behavior requires a joint effort between application teams and mobile sites as buyers expect seamless search experiences and perfect outlets.
However, many organizations still separate these teams, resulting in fragmented user experiences. If this describes your organization, here are three reasons why you might want to make sure your mobile marketing teams are collaborating in the future.
1 – People use apps and sites on their mobile phone in turn.
The boundaries between sites and apps remain unclear. On average, a mobile purchase has at least six visits to an app and / or mobile site.
Google’s research has talked to a person who has gone through eight steps using mobile sites and apps when booking travel for an upcoming conference: “I just need to make sure I’m getting the best value, the best deal. peace of mind, verification, knowing that I am saving “.
46% of mobile purchases include at least one transition between the mobile site and the app.
It’s important to understand how people are interacting with both platforms. Whether they are using an app to save money on coupons or browsing mobile sites to do a price survey, buyers find value in both. So it’s important to spend time with user information and site reviews to tailor the experience whenever possible.
2 – People switch from mobile sites to apps because they are easier to use
Users are looking for faster, more seamless mobile experiences, especially when browsing, browsing, or shopping. We’ve learned that people move from a mobile site to an app because they realize that the app is easier to navigate (47%), to make a purchase (40%), or because it saves time in the checkout process (37%).
The top three reasons why people switch from a mobile site to an app when browsing, browsing, or buying:
“For me, the apps are almost like a speed dial button,” one person told Google’s search. “They’re made for really regular stuff. They’re like a console, and you just want a number of things on your console and you want to know what they are.”
However, an application needs to be useful and very reliable for it to occupy precious space on a phone. “I have to really need the app to have it downloaded,” someone else said. “It needs to make my life easier somehow, and generally, I’ll need to have heard someone else talk about it.”
Teams that work directly with mobile sites and branded applications need to work together to provide consistent, seamless experiences for users to avoid abandonment. You need to be aware and understand exactly why users are switching between platforms so you can address the gaps in the experience.
3 – People switch from apps to mobile sites because they are more useful in accessing information
Just like in apps, consumers are also looking for uncomplicated experiences on mobile sites. In fact, they expect them to be as easy to use as applications.
“The sites are getting much better on our phones,” one user explained. “When you enter a website, they ask if you want to switch to the mobile version, and if you do, it’s pretty much like an app. But it needs to be very good and complete for shopping, otherwise I’d rather go somewhere else for more information. ”
If a mobile site is as easy to use as an app, users will not be required to use both platforms. “If I’m buying an item online, I do not use the app because I think the site is good enough. No need to download the application, “said another person.
In some cases, people switch from a mobile app to a mobile site while browsing, browsing, or shopping. The three main reasons why this happens is because they want to go directly to the source (40%); they are more familiar with the mobile site (38%) or they want to broaden their search (38%).
The top three reasons people switch from an app to a mobile site when they browse, search, or purchase:
For those brands who debate whether it is necessary to invest in an app, they must first assess whether the mobile site experience can meet the demands of their customers. If a customer gets what they want quickly and easily and can create a positive relationship with the brand through their site, it may not be necessary to use an app.
Original Article: Think With Google