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Tuesday, May 24, 2011

Apps or Mobile Web: Conversion Rate is Platform Dependent

Thinking about your Mobile Strategy? wondering if you should develop native mobile applications or mobilized websites? your note alone. comScore recently released some metrics that show conversion rates (consumer transactions for products or services) by users using mobile devices.

Although comScore’s MobileLens report ending in November 2010 indicates that nearly twice as many smartphone users accessed online retail via a website rather than a native app, that only tells part of the story.

David Eads reports that Kony Solutions sees 30% higher conversion rates for native iPhone apps versus typical mobile websites. Meanwhile, native Android apps tend to have about the same conversion rate as mobile commerce sites, and native BlackBerry apps have a lower conversion rate.

In other words, it isn’t just about choosing native apps or choosing the mobile web — it’s also about looking at who your customers are and what devices they use. For retailers that have lots of iPhone users, the fact that 50% of users can come from a native app and the conversion rate can be 30% higher makes a strong argument for creating a native app. Meanwhile, if conversion rates for native BlackBerry apps are subpar, it might make more sense to focus on optimizing the mobile commerce site to work with the BlackBerry browser.

Are you looking into mobile commerce as as strategy for your business? Let us know your thoughts in the comments.

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