WHY DOES A E-COMMERCE BUSINESS NEED A MOBILE APP? · Traffic evolution eMAG.ro 17 31 58 80 99 130...
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WHY DOES A E-COMMERCE BUSINESS NEED A MOBILE APP?
Transcript of WHY DOES A E-COMMERCE BUSINESS NEED A MOBILE APP? · Traffic evolution eMAG.ro 17 31 58 80 99 130...
WHY DOES A E-COMMERCE
BUSINESS NEED A MOBILE
APP?
About eMAG
Romania – ‘01
Bulgaria – ‘12
Hungary – ‘13
Poland –’14
Traffic evolution eMAG.ro
1731
5880
99
130
191
273
379
2009 2010 2011 2012 2013 2014 2015 2016 2017
82%86%
39%24%
31%47%
43%
39%
Mil. visits
Mobile traffic evolution eMAG
100% 99% 98% 94%85%
73%
58%45%
36%
1% 2% 6%15%
25%
34%
40%
43%
2%8%
15%21%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2009 2010 2011 2012 2013 2014 2015 2016 2017
www msite app
Why would you really need
an app ☺ ?
Apps > mobile web
2X
APP
1.4
3.35
Conversion rate Mobile
Web
APP users
1.4x
Customer Lifetime Value
Apps > mobile web
21
3
Mobile Site
Desktop
Apps
#1 in traffic & new user
acquisition
APP users
Push notifications Transitions & Animations
Apps > mobile web
Geolocation Services
Apps > mobile web
Apps + mobile web =
Fallback in case one of the platforms fails
Very useful during large campaigns
Customer satisfaction
Daily APP Share of Online orders
0%
15%
30%
45%
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APP order share peaks during large
campaigns
Customer rely on the app for faster
shopping
5 stars? Really?
Not really, but pretty close
4.6 stars on Android
4.8 stars on iOS
In HU we really have to work
for those five stars :)
5 stars? Really?
5 stars? Really?
Still, we’re excellent
(at least per XKCD)
Building an app
?
Product timelines
Desktop website
Mobile website
Apps
New
New
New
Catch-up
Catch up
2003 2011 2014 Now
The secret?
Core featuresNot enough value.
Frequent changes. To learn fast
Build Share Develop
App-first features
Save card
Order cancelling
Saved searches
Daily deals
Targeted messages
User engagement
& retention
The App - first steps
Started working on the app in
September 2014
Outsourced development at first
eMAG Mobile Team is born
@team++
BogdanProduct Owner
CatalinProject Manager
CristiBusiness Analyst
Moved development in-house
RaduUX Designer
CatalinaUX Designer
AliniOS Developer
Bogdan MiOS Developer
LuminitaProject Manager
DoruAndroid Developer
DanielAndroid Developer
IonelaQuality Assurance
LianaQuality Assurance
GeorgeQuality Assurance
CristiTechnical
AndreiUX / UI
RazvanAndroid Developer
App architecture
App
API
EOS
Internal
applications
12 300+
App releases
Web releases
Releases
App release process
Submit Wait User adoption
Tools to get it right
MonitorBuild Submit
Monitoring
The (lack of) tools
• Both Google and Apple only provided
opt-in crash reporting - fixed bugs
reported by users or discovered by QA
team
• “Basic” analytics using our internal system
Focus on stability
Right now
99,5%Crash-free Users
Where are we now?
• Regular, monthly updates
• More focus on measuring feature
performance
• More focus on app-first features
• Constant learning & research of new tools,
technologies, libraries
What’s next?
FALSE
What’s next?
• Continue migrating to Swift
• Start development of the Android tablet
version
• Develop Polish version of the app
Conclusions
It’s not either… or…
m.site
appdesktop
• Multiple channels
• Different product categories
• Different shopping behaviors
• Use each platform for what it does best
Be where your customer is!
