100% growth in mobile shopping
Between August 2015 to August 2016, the purchases made on smartphones and tablets doubled in comparison to the previous year, and the mobile application contributed the most to this, as customers purchased goods for 51.613 GBP through it.
The growth of desktop-based purchases was 40% lower than that of mobile-based sales.
Year-on-year growth of sales of Metalshop.cz
Mobile sales of Metalshop.cz since 2013
Conversion rate in the application 2.5 times higher than the mobile website
Customers placed 1,158 orders from the application in these 13 months, with the average value (just like the conversion ratio) similar to the desktop. The mobile website showed worse results in both indicators.
Metalshop comparison: desktop, mobile website and application
The average duration of visits differed, too. Users spent twice as much time in app than on the mobile website, and 35% more than on desktops. In the mobile application, they viewed 146% more pages than in the mobile website, and 51% more than on the desktop.
5% installation rate
During the monitored period, 242,955 users visited the Metalshop.cz website, and 12,664 of them (5%) downloaded the mobile application.
- 11,067 users with Android
- 1,597 users with iOS
The number of active installations (Android) has continued to grow slightly since August 2015.
Number of active installations of Metalshop’s app on Android devices
Promoting the application
Metalshop advertised the application on their website (using a smart banner), social networks, newsletter, and offline in shops and at festivals using a QR code.
During first two months (August to September 2015), Metalshop customers were offered a discount on the first purchase as a motivation to download the application. Downloading app granted the users a discount of 3 GBP on their first purchase over 32 GBP.
Visitor numbers remained stable during the monitored 13 months, with around 2,000 shoppers using the application every month. The only fluctuation recorded was caused by a push notification sent in August 2016.
Growth in number of application users after sending push notification
The push notification sent by Metalshop in August was opened by around 10% of all the users of the application, and most of them reacted within sixty minutes. Thanks to this notification, the number of app users during the whole day grew by 346%, i.e. from 124 to 554, compared to the same period of the previous week.
Users in the Metalshop.cz application
Comparison of app users on the day the notification was sent
96% user satisfaction, 230 reviews on Google Play
The Metalshop mobile application contains no extra features compared to the online shop. It contains only the basic shipping and payment methods. Despite this, customers still responded well to the application.
It was reviewed 230 times in Google Play, with an overall result of 4.6 of 5 stars.
On August 2, 2016 we also used a push notification to invite 3,610 app users to take customer satisfaction survey. Of the 374 respondents, 96% said that they would recommend the mobile application to their friends.
Only 14 users were not satisfied, and they also said that they had downloaded the application purely out of curiosity and had never purchased anything at Metalshop.cz beforehand.
Easier purchasing, the main reason to download the application
The most frequent reason for installing the application was easier purchasing (45.2%), while 43.5% of users were motivated by their love of Metalshop, and 22.3% were just curious. The first-purchase discount was the main reason in 2.2% of cases and saved data for 1.6% of users.
Reasons to install the Metalshop.cz mobile application
75% of users are existing customers
Most users of the mobile application (74.7%) were already customers of Metalshop.cz. For 25.3%, app was their first contact with the online shop, as they did not mention any previous experience with purchasing in this store.
The Metalshop.de application for German market
In 13 months, the mobile application generated sales of 51613 GBP for Metalshop, and every month 2,000 users continue to visit it. So far, it has been mainly a performance tool. Now, in order to better support the loyalty of the customers and their involvement, it needs to undergo a number of changes and improvements regarding push notifications or using universal links for the application.
Soon, Metalshop is going to launch a version of the app for the German fans of metal, punk, and rock music. See the next case study for its results on the more competitive German market.