Mobile commerce is rapidly evolving, with app commerce poised to overtake e-commerce as the primary driver of online sales. In a recent podcast episode, industry experts John Golden from Sales POP Online Sales Magazine and Pipeline CRM and Campbell Paton, co-founder and CEO of Store Lab, discussed the future of mobile commerce and the shift towards app commerce.
The Rise of App Commerce
Paton, a specialist in mobile apps and mobile marketing, believes that app commerce will eventually surpass e-commerce as the primary driver of online sales. He cites three main drivers for this trend:
- Push notifications: Push notifications have higher conversion rates than email, SMS, and traditional advertising methods. They are also free to send, making them a powerful tool for businesses.
- Enhanced user experience: Mobile apps provide a faster and more streamlined browsing experience compared to mobile web. This leads to higher conversion rates and a more satisfying user experience.
- Increased retention rates: Mobile apps can create a sense of exclusivity and community, leading to increased customer retention and higher purchase frequency.
Paton advises companies to consider a no-code solution for app development, prioritize conversion rate optimization in app design, and actively plan and strategize app content and push notification campaigns.
Balancing Human Connection with Technology
The conversation also touched on the challenge of balancing human connection with technology in the app industry. People are increasingly seeking human connection, but at the same time, they rely heavily on apps and technology. Some apps have chat bot functions or the option to talk to a human, which helps retain a level of human connection within the app experience.
The Importance of Storytelling and Authenticity in E-commerce
Golden and Paton discussed the importance of storytelling and authenticity in e-commerce. Businesses should tell their story, show behind-the-scenes processes, and establish trust and credibility with customers. Authenticity and credibility can be easily achieved through simple tools like smartphones.
The Impact of AI on the App Industry
The conversation then shifted to the impact of AI on the app industry. AI can be used for personalized recommendations and text-based marketing platforms like push notifications.
The Concept of “Less is More” in App Design
Finally, Golden and Paton touched on the concept of “less is more” in app design, highlighting the importance of focusing on essential features and avoiding clutter. App builders provide pre-designed elements that are optimized for conversion rates, ensuring a streamlined and effective user experience.
The discussion between Campbell Paton and John Golden provided a deep dive into the future of mobile commerce, the rise of app commerce, and the importance of balancing human connection with technology. Paton’s expertise in app design and mobile marketing added valuable insights to the conversation.
John is the Amazon-bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.