Essential features every eCommerce mobile app should have
The number of mobile shoppers is on the rise continuously. Thanks to that, we have reached a golden age of eCommerce mobile apps.
Mobile apps have a tendency to create a deep connection between your business and your customers. But there is a catch.
Now, we have thousands and thousands of eCommerce mobile apps and to stand out — you need to have a remarkable mobile app.
But what makes it remarkable?
In this article, we’ll tell you exactly that. We’re experts in eCommerce development and we’ve pushed a lot of eCommerce mobile apps live to the app stores, so we may speak from experience.
So without further ado, let’s dive in.
Do you even need an eCommerce mobile app?
In one of our previous articles, we discussed how mCommerce (mobile commerce) is making a huge breakthrough.
To just point out how fast is mobile growing, picture this. The worldwide share of mobile traffic in 2009 was 0.7% — and 52.2% in 2018!
More and more customers are accessing the internet via mobile devices. An impressing 46% of Americans older than 65 are using smartphones today. What does that mean?
It means that these people have gone through several time periods and are still continuing to adapt to the latest technology trends.
The number of older mobile users is still growing and it shows us that further we go — there will be more smartphone users, hence more mobile shoppers.
In the past several years, the eCommerce industry has blown up.
Nowadays, it’s hard to imagine that some store you pass by on the street doesn’t have a website or even an eCommerce mobile app.
The following statistics prove exactly that:
- Americans spent more than 3.5 hours on their mobile device per day in 2018
- 93% of millennials compared online deals using their mobile device in 2018
- The global mobile coupons industry is expected to grow by 56.5% by 2025
A mobile app for an eCommerce business today is coming close to a status of necessity. To make sure you’re going in the right direction — make sure you have a plan for your eCommerce mobile app.
Shoppers’ necessities are ever-changing and now it’s harder than ever to satisfy all of their needs.
They need full mobile support for not just their shopping needs but for all of their internet-related needs. They’re using smartphones now more than ever before
Hence, your eCommerce mobile app should satisfy all of their needs — it needs to be highly usable and visually attractive.
Moreover, a person’s attention span now is only at 8 seconds, according to a research by Microsoft. At the same time, the attention span of a goldfish is 9 seconds.
Our attention span has dropped severely over the last 20 years, thanks to the rise of the internet and its’ many possibilities.
Every day, we’re all bombarded with hundreds of ads. Additionally, there is now more content than ever.
We’re now sure that our customers don’t have a lot of patience. So, we need to make their shopping experience as pleasant and captivating as it gets.
How can we achieve that? What features can we add?
We’ll break it down for you in the next several chapters.
Let’s start at the beginning — registration process
After some browsing through the app stores or by reacting to your ad — your customer downloads your eCommerce mobile app.
Right after the customer opens the app, he’s greeted by a registration process.
To make sure you don’t lose your potential customers in the beginning, make sure your registration process is simple and convenient.
It’s useful to enable them to register via Facebook. All it takes for them to register this way is just one tap on the screen. It benefits both the customer and you as a retailer.
Automatically, you gain access to shared information such as their name, their interests, their location, and so on.
Thanks to that, you get to know your customers and now you can provide them with relevant content and make sure they are enjoying using your eCommerce mobile app.
So, some of the features your eCommerce mobile app should have regarding the registration include:
- Classic login
- Facebook login
- Secure password
- Simple user interface
Additionally, you may want to make sure that the login process is also effortless. For instance, you may enable your users to save their login credentials and automatically log in to the app as soon as they open it.
This way, your returning users can start using the app in just a few seconds.
Now, another important feature we must take care of is — the payment process.
Make the payment process as simple as it gets
The payment process is possibly the most important feature of an eCommerce mobile app.
To drive revenue, your eCommerce mobile app needs to have a stable payment process. But, implementing the payment process is not an easy task. To make sure the payment process is successfully implemented — think about teaming up with a professional eCommerce development agency.
Additionally, it’s good to enable the customers to pay using their preferred payment method.
If they want to buy a specific product from your eCommerce mobile app, but they can’t find their preferred payment option, they’ll pass and shop somewhere else.
You can even enable them to pay with cryptocurrencies, but it’s not mandatory. To prevent a decrease in conversion rate and overall sales, think about implementing some of the following payment methods:
- Visa Checkout
- American Express
- Apple Pay
- Google Pay
- Amazon Pay
You don’t have to implement all of these payment methods. If you have more than 2 of them, it will work great.
But let’s face it — if your product pages aren’t saying “wow”, you will not see a great number of users reach the checkout.
So, let’s take a look at how can you create a compelling product page.
Product pages are top priority — make them attractive
To successfully turn your users into customers, your product page should be optimized for conversions.
Let’s take a look at some important parts of product pages.
Product images are the first part of your product page the customer sees.
Try to avoid low-quality images and focus on creating clean and beautiful images — in high definition of course.
Also, try uploading several images of your product to the product page.
Try to capture your product from different angles and you may even dare to make a 360-degree image.
Your customers will love it.
Not to forget, your customers want to see how they can use the product. Keep in mind that you should have at least one image which shows the product in use.
Furthermore, it would be good if your pictures are zoomable. The customers may want to take a look at the details.
Product title & description
Ensure your content is engaging and specific. Having an incredible copy on your product page will make sure you get the most out of your product when it comes to conversions.
Make sure you include information such as:
- Optimized rich product descriptions
- Usage information
Try to provide all the relevant information, so that you can minimize the number of customer complaints.
Call to Action
Also, make sure to include a call to action on your product page. Well, you can include two or three of them — you’ll definitely need more than one.
Call to action comes in many forms. Every instruction given to the customer can be called a CTA.
For instance, if the user is on the product page and sadly, he-s not able to make a purchase at the moment, you might need to incorporate CTA, for example, “Add to Wishlist”.
They will value the way that you’ll deal with their desires and protect them.
Add to cart is another standard CTA — yet a critical one. On the off chance that you need your users to add some items to their cart, you have to advise them to do that.
Additionally, you can use CTAs, for example, “Add Coupon” or “Contact Us”, just to make sure your customers are engaging with your content and using all the benefits.
Every eCommerce business aims to gain social proof. Social proof indicates that the products and business overall are legitimate and high-quality.
Try to include social sharing options on your product page. This will make sharing your products simple and customers will be able to promote your products without even knowing.
They will speak about a solution to their problem, not an eCommerce store with a specific product.
Social media channels might just be the best way to encourage customers to share their stories.
Utilize your social media and use it to communicate with your customers.
There are a few elements you’ll want to add to your eCommerce mobile app if you want customers to view it as trustworthy.
First off, logo.
You need to make sure that customers know who’s behind the app. Build your brand image through content, be it on social media, website, or even the app.
If you do it right, your logo will be instantly recognized and customers will feel secure.
Also, try to include testimonials.
They have a massive impact on customers. Before they delve into shopping, they would like to see some realistic testimonials from already existing customers.
Just think of what you are usually looking for when purchasing a product online.
You definitely check the reviews, see how good are the ratings and you read some of the testimonials.
If you’ve ever used Netflix or Amazon, you’ll agree with our next sentence.
Product recommendations are one of the most important segments on a product page.
According to CMSC Media, 35% of what consumers purchase on Amazon and 75% of what they watch on Netflix comes from product recommendations.
Product recommendations enable you to sell in bundles, sell new products, to do downsells, upsells, cross-selling, and so on. The possibilities are endless.
In many cases, product recommendations may save you from losing a customer. Often does the customer check out a product but decides not to buy it.
If you can offer them a personalized set of recommended products as an alternative, you’ll be on the right track.
Now let’s head to another important element of an eCommerce mobile app, a place where the sale actually takes place — the shopping cart.
Shopping carts — where it all goes down
Shopping cart is the place where the customers make their final decision.
Make sure that there are no distractions when the user opens their shopping cart.
You want them to focus on the chosen products and continue with their purchase.
To optimize your shopping cart for sales, think about implementing the following features:
- Add to cart/Remove from cart (the +/- feature)
- Colour and size picker
- Consistent shopping cart across multiple sessions
Sometimes, customers tend to leave their shopping cart unattended and log out.
You may want to save the products in the shopping cart and have them greet your customers when they return the next time.
Additionally, you’ll want to include a CTA such as — “Go To Checkout” and “Add A Coupon”, just to make sure that your instructions are clear.
Now, let’s talk more about push notifications and how can you use to skyrocket your sales.
Leverage push notifications to increase sales
Push notifications are an awesome instrument for boosting sales. They often get mistaken for messages, but the key difference is that push notifications are usually shorter.
You don’t want your notifications to show only partly, so just a few words will often do the work.
There are several ways you can benefit from push notifications:
- Increased engagement
- Better customer experience
- Increased sales
- Improved customer relationship
We have divided push notifications into 5 different categories, each applicable to your eCommerce mobile app:
Informative push notifications
They are used to inform your customers. Use them to keep your customers updated about news about your business, new mobile app updates, and so on.
All in all, the most basic type of push notifications.
Geolocation push notifications
They are triggered when a customer reaches a certain location.
For your geolocation push notifications to work, the customers need to enable location on their smartphones. Use them to offer location-based services.
For instance, if you’re selling running equipment for professional athletes, it may be a good strategy to send your customers a push notification when they enter a race track in their city.
Re-engagement push notifications
Use them to remind your customers about your app.
Besides that, you can use them to remind them of your newest products and collections. It all depends on what’s your current goal.
Keep in mind what action do you want your customers to take after reading your notification.
Our client Index.me uses re-engagement push notifications to notify their users of hot news.
Their goal is to grab their attention and remind them to read their news.
Even if they don’t open the article, they are still informed about hot news and thus the app still serves the users as a source of information.
Promotional push notifications
This type of push notifications may be the most important for you as an eCommerce retailer.
With the help of promotional push notifications, you can offer your customers personalized content, handpicked products just for them.
Below you can find a list of useful ways of using promotional push notifications:
- Notify users about the current offer on your eCommerce mobile app
- Inform users about current offers at your physical store
- Send discount coupons
- Notify users about exclusive and personalized offers
If your offer and timing are on point — it’ll work out great.
Survey push notifications
Survey push notifications are the simplest way of researching your customers.
To encourage your customers to participate in a survey, you can offer them some kind of reward for taking part in a survey. For example, offer them a 10% discount on their next purchase. Even if they don’t purchase something the same day, you’ll now have the information on what do they want to see and buy.
And a quick tip — don’t be spammy with push notifications. They are useful, but if you overuse them, you’ll just make a negative impact on your customers’ opinion on your business.
Create a base of loyal customers — use loyalty programs!
Loyalty programs are unbelievably popular nowadays.
By having them in your eCommerce mobile app, you can gather important information and discover what are your clients’ shopping habits.
And what’s more important — you get a chance to reward your loyal customers!
Let’s take a look at what can you do by using loyalty programs.
First off, why do they even work? Why are loyalty programs bringing success to eCommerce businesses?
Frankly, everyone likes to be rewarded for their actions. When we get a reward for some of our actions, a certain amount of dopamine is released inside our brains, thus making us happy.
Whether you’re rewarding them with discounts or free products — it’s a good way to go.
Why choose a loyalty app over a loyalty card?
As we move further into total digitalization, loyalty cards found themselves fighting an uphill battle against loyalty apps.
Why are more and more retailers switching to loyalty apps? Below are a few reasons why:
- Your customers already have tons of loyalty cards and they don’t have any more space to carry all of them
- Loyalty cards are easy to lose
- They get used up
- Almost all of your customers have their phones with they throughout the whole day
- It’s easier to open an app than it is to open a wallet
We wrote a detailed article about loyalty app programs, so feel free to check it out as an additional resource.
Remind your customers of their wishes by using wishlists
Wishlists can be of great use for both retailers and consumers. While functioning as a storage point for customers, it will serve you as a great source of information.
If the customers aren’t able to buy a specific product at the moment, they can easily add it to their wishlist and save it for later. When they return the next time, they can continue with their previous saved products.
Also, if the customer is having plans to buy gifts for someone’s wedding, birthday, or any similar occasion, wishlists are the perfect feature for planning future purchases.
It saves them a lot of time, which would usually be spent on browsing through your eCommerce mobile app.
There are many ways of using wishlists and we’ll name a few in the next chapter.
Creating an image of your customers’ way of thinking
Having hundreds of different wishlists from different customers will help you in several ways.
You get insight into your customers lives, their needs and wants, their goals, and wishes.
To be specific, why would you even analyze wishlists:
- Easy to identify trends and optimize your offers
- Quickly measure the effectiveness of your email marketing and see which of your tactics are bringing in the most customers
- Measure which marketing campaign was the most successful by tracking customers’ wishlists
Wishlists give you a glimpse of your customers’ minds. Thanks to that, you can make better decisions regarding your marketing tactics.
This can also help your business to better refine your branding strategy and establish a deep connection with your customers. It will increase your customers' lifetime value.
Additionally, wishlists are an awesome free source of traffic. Occasionally, customers will share their wishlists with their friends and family.
For example, a child could make a wishlist of what toys they want and share it with their parents.
Moreover, if you have a product that’s out of stock — wishlists prove to be a useful tool in this situation.
Ask your customers to save the product to their wishlist and you can easily notify them when you have the product back in stock.
All in all, wishlists are a useful feature every eCommerce mobile app should have.
By now, we’ve gone through many important features an eCommerce mobile app should contain.
And now — the most important part.
Find a reliable eCommerce development company!
When first starting with your eCommerce, one of the first and most important steps is to choose a reliable and proven eCommerce development company — such as us! :)
We have experience with over 150 successful clients, many of them being eCommerce retailers. Check out our work and feel free to get in touch with us.
We’d like to hear what you have in mind and help you on your eCommerce journey.