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| pic: offersbiz |
Ever wondered
why the Flipkart, Amazon and Snapdeal offer extra discounts for purchases on
the app? Let’s unravel the mystery.
There’s a
huge difference in user behaviour on the app and website. There is a sense of urgency that mobile apps impart on the new
path to purchase. Users spend less time evaluating stuff on an app Vs
the website. When one’s on an app, we tend to think and do things faster and think less when on an app. It’s easier to sway such a user
with extra discounts.
And app users
compared to website users, it has been proven, take lesser time to decide
whether they want a product or not. So conversions are superior. According to Criteo’s Q4 2015 State of Mobile Commerce Report, which is based on a global analysis of 1.4 billion
online transactions, app-conversion rates were 120 percent higher than mobile
browser conversions and higher than desktop conversions, as well.
Wait! There’s
more to it. Unlike an app which is standalone, the user on a website is prone
to do comparison with a quick “control N” on the keyboard. So apps cut out
comparisons and in some ways the real time price cuts that happen on shopping
sites.
Due to the smaller size of device screens, there’s better focus on the
product and lesser distraction on the app. Whereas on the website, the email
notifications, the hyperlinks, videos, images are all distracting our
attention. On the app, user attention is better and consequently the purchase.
Not to
forget, the app notifications make it a low-cost affair to push messages to the
users. The click rates on an app notification unlike emails (where’s there’s a
clutter with many mails screaming for attention) is high. Notifications can be
pushed at the right time when the sale is on, converting much better than other
sources.
The
availability of the mobile devices 24X7 with users is of course very enticing
for ecommerce sites, who’d like to create new consumer buying habits by
offering extra discounts on the app.
The rewards (extra discounts etc) that apps offer conform to Skinner’s
behaviourism, which explains that human behaviour is a function
of incentives and rewards.
Convenience is the key to success
Not just
that, it turns out that users find it more convenient to buy on an app. They
can do it wherever they are. The storage of payment information and the quick
checkouts prods the user to action also helps.
Research also
proves that users who shop on mobile seems to be more open to try new retailers
and brands and Supershoppers love the abundance of options on an app.
The advantages of personalisation
Apps allow
ecommerce brands to study user behaviour, mine better insights and offer
relevant products thereby increasing the conversion. Apps also provide a deeper
engagement with the brand and build loyalty when compared to usage of a
website. The scope for personalisation is very high on apps.
Now or never hooks
The flash
sales and the one-hour deals on apps are baits to keep users hooked to the app.
The audience is a bit captive here with dedicated viewing and no comparison
options. The usability and experience can be controlled very well.
Hey, I have
to stop here as I’ve got the “deal of day” notification on my Flipkart app. See ya and
Happy shopping!
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