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Finally, it will be difficult to personalize your app to the level of your website, so there will inevitably be some amount of feature loss between your website and app. Tracking is more difficult to set up properly so you will likely lose some data for a period of time (although GA 4 helps with this). They will create another channel for your business to manage and add complexity and headache. This savings will add up over thousands of push notifications that would have been SMS sends.Īpps are not without their drawbacks. This is a net 2-9% increase to the top line which is meaningful especially for larger businesses.Ī final benefit of an app is the ability to send push notifications which are free to send vs an SMS message that will incur a small fee per message sent ($0.01 cents). Despite the difficulty in calculating true incrementality of an app, businesses we spoke with that added apps estimated that sales on their apps were 20-30% incremental with 10-30% of their sales occurring on their app. This isn’t necessarily an incremental sale and is often just diverting a sale from one channel to another. A big driver of these amazing metrics is that your app will divert your best customers to purchase in your app instead of on your website. Be wary of pitches that show sky high conversion rates and AOVs on clients’ apps relative to their websites.

For apps it is especially challenging to precisely calculate the incrementality because your best customers tend to download your app.

We believe this owned real estate is a big reason a 2019 study showed that apps were 35%+ incremental.Įditor's note: We would like to write a whole guide on incrementality because it’s an extremely nuanced subject. Customers have limited apps on their phones and to be one of those apps keeps your brand at the top of their minds.

The next benefit is owning a piece of real estate on your customer’s phones.

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