Dive Brief:
- Lancôme’s mobile site experienced a significant boost in traffic
and conversions following the October 2016 launch of its progressive web
app (PWA), according to a case study showcased on Google's developers blog. Traffic
rose by over 50% and conversions by 17%. Page load times dropped by 84%,
and the redesigned interface simplified mobile purchasing.
- The beauty giant began using push notifications to reengage
consumers, which has driven an 8% rise in conversion rates on recovered
carts. As of last week, more than 18,000 people had signed up for the
alerts.
- PWA is a fast, app-like platform that works across all devices
without needing to download an app, according to Business Insider. Lancôme
said its new technology gave users a better mobile experience, which led
to a 15% drop in bounce rate.
Dive
Insight:
The main driver of Lancôme’s move was data that showed
mobile traffic eclipsing that of desktop for the first time in 2016, yet the
number of purchases made on smartphones didn’t quite match that surge. While
38% of shopping carts led to orders on desktop, that number was just 15% for
mobile, the case study said. This disparity told the company that its customers
browsed products just fine on a smartphone, but faced obstacles when they tried
to make a purchase.
A natural inclination would be to then develop an app
specifically to streamline mobile purchasing and solve this problem. But in
Lancôme’s case, ditching the app was a smart move. Because apps require users
to download and keep the app on their phone for regular use, it didn’t make
sense for a beauty product company whose customers likely won’t visit every day
or week.
Lancôme eliminated that barrier of entry and opted for a
PWA, a sort of silver bullet solution that uses a single version of a site that
works like an app seamlessly across all devices but without the hassle of
needing to download via an app store. In the same vein as accelerated mobile
pages (AMP), a PWA lets digital marketers rethink the way they can deliver
their site in a mobile-first world. Though the adoption of PWA is still in its
infancy, companies like Lyft, The Washington Post and several travel sites have already
launched beta sites.
In this effort, Lancôme is taking advantage of
reengagement technology like opt-in push notifications to promote discounts and
product releases and encourage customers to return to the site. Early results
suggest the strategy is working. More than 18,000 customers get alerts, which
have driven an 8% rise in mobile conversion rates on previously abandoned
carts, a higher rate than for the desktop site, the case study said.
#MobileMarketing #Application
No comments:
Post a Comment