October 16, 2023

Unlocking the Potential of Mobile Apps for E-commerce Customer Retention

In this evolving industry, businesses must stay ahead by embracing the future of e-commerce, notably the importance of mobile apps for user retention.

Ananya Vairavarajan

The convenience and accessibility of e-commerce have revolutionized the way we shop, opening up a world of endless possibilities right at our fingertips.

One crucial aspect of this evolution is the rise of mobile apps and their potential for customer retention in the e-commerce space.

Unleashing the power of mobile apps in e-commerce

Mobile apps have revolutionized online shopping, offering a more immersive and personalized experience compared to websites. Features like push notifications, location-based offers, and personalized recommendations create a strong sense of connection and loyalty, boosting customer retention.

Imagine opening your favorite shopping app, greeted by a personalized homepage showcasing products tailored to your preferences, receiving exclusive offers via push notifications, and discovering similar products based on past purchases. This seamless and personalized experience keeps customers engaged and coming back for more.

Enhancing the shopping experience: Advantages of mobile apps over websites

Mobile apps offer a superior shopping experience compared to websites due to key features like:

  1. Push Notifications: Apps can send personalized alerts, enhancing user engagement and keeping customers informed about offers and updates.
  2. Location-Based Offers: Apps use location data to provide targeted discounts, making the shopping experience more relevant and appealing.
  3. Personalized Recommendations: Apps analyze user behavior to suggest products, creating a tailored shopping journey that fosters connection and loyalty.

Boosting conversion rates: Impact of shortening the path to purchase

The path to purchase on mobile apps is significantly shorter compared to websites. With apps, users can directly access product listings, add items to their carts, and proceed to checkout seamlessly. This streamlined process not only reduces friction but also increases conversion rates.

Increasing user engagement: Power of in-app messages

PIn-app messages are effective in grabbing the user's attention and prompting them to take the necessary action or receive important updates. Below are situations where the use of in-app messages can enhance app engagement.

It can be used to satisfy various use-cases like

  • Improve activation rates
  • Increase feature adoption
  • Enhance retention
  • Drive conversions

For example, in-app blinkers are used in SonyLiv to highlight the “My List” feature and make the users adopt that to add their favourite movies and TV shows.

In-app blinkers in SonyLiv app

Implement intuitive navigation and deliver delightful experiences

Intuitive navigation allows users to easily find and access features in your app.

Arranging elements in a way that feels natural and logical can also enhance usability. For example, placing frequently accessed features in a prominent location, such as the home screen, can make them easier to find.

Nykaa has abided by the above strategy to place their offers feature (which is a main feature attraction for any beauty app) in the bottom part of the home screen and appears throughout if we navigate to any other page also.

Nykaa's offer feature placement

Drive top-of-mind recall through social media

By consistently appearing on social media platforms where your target audience is active and sharing valuable content, you increase the chances of retaining them as long-term users.

When scrolling through Instagram, you would have seen sponsored posts of D2C brands where you have been a user appearing in your feed nudging you to “Shop Now”. This has a higher chance of getting views and clicks. Mcaffeine is one such example that uses this strategy to bring users back to its app to make a purchase.

Mcaffeine social media marketing

Plotline helps growth and marketing teams in e-commerce companies to retain users with in-app messages

Plotline's no-code in-app engagement platform enables you to deploy in-app messages without writing a single line of code within 15 minutes. It can help satisfy multiple use cases and deliver amazing user experiences from an e-commerce perspective.

We provide powerful event-based targeting and user segmentation to help the right user take the right action at the right time.

If you're interested in learning more about how in-app messages can help you drive retention metrics, book a demo with us.

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Join companies like ShareChat, Meesho, Jupiter, Jar, Khatabook and others that use Plotline to run in-app engagement and boost activation, retention and monetization.

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