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2020 Mobile App Engagement Benchmark Report

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We tailor each demo to your specific business needs. See it for yourself and contact us today!

Thanks for reaching out! While you wait for confirmation from an Apptentive team member, you may find these free resources to be of interest:

Guide

View resource

Guide

The Five Stages of Reducing Mobile Customer Churn

Retention is a top priority for mobile marketers. Our new five-step framework is here to help you improve your existing strategy.

Download Now

Guide

View resource

Guide

2020 Mobile App Engagement Benchmark Report

Apptentive’s annual mobile app engagement benchmark report serves as a baseline to help app publishers across categories understand their app’s engagement strengths and areas for improvement.

Download Now

New Data: Learn How Your Shopping App Compares to the Competition

Marissa Bosché  //  June 13, 2017  //  5 min read

Mobile has revolutionized the way consumers shop. Over half of consumers use mobile to shop in some capacity, and most report that they utilize shopping apps. According to Think with Google, 58% of smartphone users report having used a shopping app in the last 30 days. On average, consumers have 4.2 shopping apps on their phones. Mobile shoppers aren’t afraid to convert, either; 34% of online retail purchases were made on mobile.

Want to see how your app stacks up against the sea of shopping apps? To help you understand where your shopping app excels and identify where your mobile customer experience has gaps that need to be filled, we’re sharing benchmark data specifically for shopping apps.

The benchmark metrics are comprised of survey response data, ratings and reviews data, interaction and response rates, and Love Ratio data. Below we lay out each metric, as well as industry data and tips to help you step up your mobile game.

Want to see how your app stacks up to the entire mobile ecosystem? Check out our Mobile Customer Engagement Benchmark Report: 2017 Edition.

Benchmark metrics

Here’s how we define and calculate each metric:

  • Surveys: Average response rate to in-app surveys.
  • Ratings and reviews: Average volume of ratings and reviews, the distribution percentage of star ratings, and the opportunity cost of a star.
  • Interaction and response rate: Percentage of app customers who companies interact, and the percentage of those customers who respond to the interactions sent.
  • Love Ratio: The average percentage of customers who respond ‘Yes’ to Apptentive’s Love Prompt.

The data below are from Android and iOS apps across all app categories from April 2016 to March 2017. The data was captured by interactions deployed using Apptentive’s Mobile Customer Experience software, which has powered a quarter of a billion customer conversations for Fortune 500 brands across a billion devices worldwide.

Survey response rates

Do you know if your mobile experience is meeting your customers’ needs? If shoppers’ needs aren’t being met, they aren’t afraid to explore what your competition has to offer. For example, over 50% of holiday shoppers are open to buying from new brands.

The only way you’ll know if you’re meeting your customers’ needs is if you ask. That’s where mobile surveys come in. On average, apps of Apptentive customers in the Shopping category receive a 13% response rate to in-app surveys.

Survey response rate

By proactively communicating with customers at the right place and at the right time, you can hear from a much larger percentage of your customer base than if you were to wait for them to reach out to you. Mobile surveys are an effective, proactive communication tool.

Mobile survey

Ratings and reviews

Four and five star ratings, along with positive reviews, play a key role in app discovery and conversion. Most consumers discover shopping apps through word of mouth and the app stores. Once consumers have discovered a new app, they evaluate ease of use and the apps’ ratings and the discounts that are offered. For paid apps, ratings and reviews are critical to conversion; they are the main driving factor behind downloads of paid shopping apps.

How does your apps’ ratings and reviews compare to your competition? Here’s what we found about the average distribution of Shopping apps’ ratings and reviews:

Star ratings and reviews

Curious how Apptentive works with Apple’s Ratings Prompts? Read our CEO’s blog post, What In-App Ratings in iOS 10.3 Mean For App Store Ratings & Customer Feedback.

Interaction and response rates

Shopping apps are most often used to take advantage of loyalty programs and to share products with family and friends, while mobile sites are used to find store contact information. So how can shopping brands maximize mobile to increase sales, foster brand loyalty, and elevate customers’ overall satisfaction? By engaging customers. Customers who are interacted with in-app are four-times as likely to keep using the app three months after download.

Interaction data

(Apptentive powers customer interactions in the form of a Surveys, Dialogs, Notes, and Messages.)

Love Ratio

Mobile MVPs—customers who use your app or visit your mobile site frequently to research, book, and buy—are major contributors to your company’s success. Once identified, they can be targeted in highly personalized ways (such as inclusion in focus groups, access to special perks, and more) to maximize engagement with your brand.

Apptentive’s Love Prompt is designed to identify mobile MVPs by asking customers “Do you love [insert brand name here] app?” Because love is an emotional stop word (consumers won’t commit to saying they love something if they only “like” it), customers who respond “Yes” fall into the MVP category.

Love Ratio

Apptentive customers use the Love Prompt to identify mobile MVPs and to keep a daily pulse on how customers feel about their brand and mobile experience. On average, we found Shopping apps have a 64% Love Ratio.

Love Ratio

When you release new app versions or make significant changes to the app, the Love Ratio provides a quick gut-check on how customers are responding to the updates. If the Love Ratio dips, it means customers aren’t loving the updates. If the Love Ratio remains the same or spikes, it means the updates have had a positive impact on customers’ feelings towards the app and brand. Ultimately, the Love Ratio is a tool that unlocks next level in loyalty management and measurement.

Takeaways

How does your app stack up? If your app falls below the benchmarks laid out in this report, not to worry! We can help.

With our proactive approach, you can hear from a quarter of your customers, learn how they feel about your brand, and build lasting relationships. Utilize our targeting capabilities to identify who to talk to, engage specific user segments, and mobilize customers to take action so that you can gain customer insights—at scale. You can then leverage these insights to ensure your product roadmap aligns with customers’ needs, improve your customer service, and your support.

Want to see how your app stacks up to the entire mobile ecosystem? Check out our Mobile Customer Engagement Benchmark Report: 2017 Edition.

About Marissa Bosché

Marissa Bosché is the Marketing Communications Manager at Apptentive. She studies consumer behavior in an increasingly mobile world, and loves helping businesses connect with their customers on a personal level. Follow Marissa on Twitter at @MarissaBosche.
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