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News & Views

How brands can keep consumers hooked on apps

Unless a brand owns a top app within an app store category, it is unlikely to gain traction among consumers. Convincing consumers to download an app is only half the battle: more than 75% of app downloads are never revisited. L2’s latest content and commerce report identifies two best practices to engage consumers with apps: enabling in-app commerce and repurposing on-site content.

Compared to 93% of commerce enabled brand sites, only 67% of brands have a commerce-enabled mobile app. Commerce-enabled apps perform noticeably better than apps that lack a direct path to purchase, receiving more reviews and higher ratings on average. Furthermore, mobile payment options like fingerprint sensing and pre-loaded payment information streamline a process that may otherwise deter consumers from completing purchases.

Beyond commerce, however, many brands fail to integrate useful content on mobile apps. Only one in five apps included videos and diagnostic tools, while lookbooks and tutorial content were adopted by less than one in ten. Digitally savvy brands are repurposing lookbook content across multiple channels to maximize ROI and engagement potential.

First appeared on L2 Daily.

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