it’s an ecosystem, not an ultimatum

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It’s an Ecosystem, Not an UltimatumWhy You Need Native Apps AND the Mobile Web

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Richie SiegelHead of Customer & Industry Insights


Native Apps vs the Mobile Web

Native Apps are often pitted against the Mobile Web

---Apps are dead!

---Responsive design is dead!

---The mobile web is dead!

We’re not so sure…


Native Apps + the Mobile Web

∖ Instead, we’re interested in how Native Apps and the Mobile Web can work together

∖ Different use cases require different solutions48% of consumers start mobile research with

a search engine. (Smart Insights, 2015)33% of consumers start mobile research with

a branded website. (Smart Insights, 2015)∖ Native Apps + the Mobile Web are a great

toolkit when used together

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The Mobile App conundrum

∖ Mobile apps offer better shopping experiencesThe app becomes "yours" as it learns your

preferencesRemembers pesky details such as payment and

shipping information∖ But native apps are a challenge for consumer

adoption There’s an immense amount of friction when

downloading an app ∖ Customer won’t download an app right after

connecting with a brand∖ Brands need to nurture the relationship

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Where the Mobile Web comes in

∖ The frictionless nature of the Mobile Web is especially suited for building brand awareness and enabling discovery.

∖ The mobile web, conversely, takes seconds to navigate, query and load.

43% of mobile users won’t return if mobile site loads slowly

∖ Using the mobile web in tandem with mobile apps unlocks a much better overall experience for customers

∖ This has often gotten lost in the fight to crown one technology the winner.

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Use cases for the Mobile Web

∖ The mobile web is best suited for discovery and research

Checking out a product on socialBrowsing a saleViewing a product recommendation from a friend

∖ Light use cases make the web the preferred medium∖ Requires very little effort to get to a destination ∖ Seconds later the customer is where she wants to be

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Use cases for Native Apps

∖ Mobile web pitfalls

70% of online shopping carts are abandoned before checkout

Every added form field (beyond three) cuts mobile conversion by 50%

∖ Where native apps come in

80% of time on a smartphone is spent in apps

79% of smartphones owners use apps to help with shopping

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Native Apps: Loyalty & Retention

∖ Downloading an app might not make sense until after a customer's first purchase

∖ Brands are best positioned to use apps as a tool for loyalty and retention

∖ Two key metrics for apps: downloads and retention

If a brand gets a lot of people to download an app who don't have a strong connection with the brand, retention will suffer and these users will delete the app soon enough

∖ Using the mobile web to help spark the relationship and then following up with the app can mitigate these retention issues

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Mobile Web advances

∖ Recent advancements from Google, such as app streaming and Android Instant Apps, attempt to close the gap between the two technologies.

Allows an Android user to pull up a live version of an app from a Google search without downloading anything

∖ Unclear if this fundamentally changes the dichotomy between native apps and the mobile web.

∖ Apple has yet to announce anything for iOS∖ Google is more reliant on the web, not on apps, to make

their lucrative search revenue

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Apps + Mobile Web

∖ Different technologies require different solutions

∖ The key question: Does a given problem call for a website or an app?

∖ These two technologies are strongest when working together, not pitted against each other

∖ Leads to the best commerce experiences

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