The Web to App Conversion Rate (WACR) is a valuable metric in the e-commerce landscape, measuring the percentage of users who move from a web platform to a mobile app and complete their purchase journey.
With mobile app usage on the rise and the superior experience that apps often provide, understanding this metric can be of significant benefit to e-commerce businesses.
Key Takeaways
- Definition: Web to App Conversion Rate (WACR) refers to the percentage of users who migrate from a company’s website to its mobile application.
- Calculation: WACR is calculated by dividing the number of users who installed and used the app after visiting the web version by the total number of website visitors.
- Strategic Importance: WACR helps companies understand how effectively they are promoting their mobile application to their web users and can indicate the success of strategies aimed at driving users to the app.
- Optimization Strategies: WACR can be improved through strategies such as offering exclusive app content, implementing a seamless transition from web to app, and providing an exceptional user experience in the app.
- Limitations: While useful, WACR may not reflect the full user experience or satisfaction, does not differentiate between types of users (new vs. returning), does not account for frequency of app usage, and may not indicate overall business success.
- Complementary metrics: WACR should be evaluated alongside metrics such as app retention rate, in-app engagement, and mobile customer lifetime value (CLV) for a holistic understanding of mobile app performance.
Why does Web to App Conversion Rate matter for your business?
Shifting user preferences and the rapid proliferation of mobile apps necessitate that e-commerce businesses understand and optimize their WACR:
- Seamless User Experience: Mobile apps typically provide a smoother, more responsive user experience compared to web platforms. This can result in increased user retention and purchase likelihood.
- Push Notifications: Mobile apps allow businesses to send push notifications, a powerful tool for re-engaging users and driving sales.
- Higher Engagement: Apps often witness higher engagement rates, with users spending more time and interacting more frequently compared to web platforms.
- Improved Personalization: Mobile apps can be tailored to individual user preferences, delivering personalized product recommendations and offers based on user behavior and preferences.
- Offline Access: Apps can provide certain functionalities even without an active internet connection, ensuring users can browse products or access essential features anytime.
How to calculate Web to App Conversion Rate (WACR)?
Explanation of the parts of the formula:
- Total Paid Orders from App represents the number of orders that were successfully completed and paid for through the app. These are orders where customers have actually made a payment using the app.
- Total Users Who Start on Web and Install the App is the count of users who initially visited your website, then proceeded to download and install your app.
- The ratio gives us the percentage of users who started on web, installed the app, and successfully made a purchase using the app. It produces a decimal value between 0 and 1 (or 0% to 100% when expressed as a percentage).
- Multiplying the previously calculated ratio by 100 converts the decimal value into a percentage.
In essence, the Web-to-App Conversion Rate (WACR) measures the effectiveness of converting website visitors into app users who make a purchase. A high rate indicates a successful conversion from web to app, while a low rate may indicate areas that need improvement.
Example Scenario
Imagine that in a certain month:
- Your website had 500 users who downloaded and installed your app.
- Of these 500 users, 200 placed orders and made payments using the app.
Insert the numbers from the example scenario into the above formula:
- Web-to-App Conversion Rate (WACR) = (200 / 500) × 100
- Web-to-App Conversion Rate (WACR) = 0.4 × 100
- Web-to-App Conversion Rate (WACR) = 40%.
This means that 40% of the users who visited your website, downloaded your app, and made successful payments using the app.
Tips and recommendations for increasing Web to App Conversion Rate
Promote app benefits on the web
When it comes to convincing users to switch from the web to the app, it is crucial to effectively communicate the benefits of using the app. Highlighting these benefits on your website not only informs users of the added value they can get from the app, but also serves as a persuasive tool to encourage the transition. For example, you may want to highlight exclusive features such as app-only discounts and early access to sales, or even a superior shopping experience that the app provides. In this way, users can clearly see why they should consider using your mobile app.
Easy app download links
One of the easiest ways to encourage users to download your app is to simplify the download process. This can include providing QR codes or direct download links on your website. When users can easily find and use a link or QR code to install your app, it removes any unnecessary hurdles and makes the transition from web to app smoother. This ease of installation can significantly increase the likelihood that a user will download and use your app.
Exclusive app-only offers
Introducing exclusive app-only offers can be an effective way to entice users to download and use your app. These offers can range from special discounts, unique products, or early access to new releases. By offering these exclusive benefits, you create a sense of urgency and exclusivity that can compel users to switch from the web platform to the mobile app. It’s an approach that not only drives app downloads, but also builds user engagement and loyalty.
Retargeting campaigns
Retargeting campaigns are a powerful tool for converting website visitors into app users. These campaigns specifically target individuals who have visited your website but have not yet downloaded your app. By reminding them of the benefits of using your app and any exclusive offers available, you can effectively encourage them to make the transition. In addition, retargeting campaigns allow you to personalize your messages based on user behavior, which can greatly increase their effectiveness.
Improve app onboarding
The onboarding process plays a significant role in ensuring that users who download your app will continue to use it. An intuitive, engaging onboarding process can help users understand how to navigate and use your app effectively, increasing their satisfaction and likelihood of continued use. As a result, investing time and resources in optimizing the onboarding process can have a significant impact on your web-to-app conversion rate.
Seamless transition
Ensuring a seamless transition between web and app platforms is essential to maintaining user engagement and reducing churn. This could mean ensuring that items added to a user’s cart on the web platform are reflected in their cart when they switch to the app. By creating a seamless shopping experience across platforms, you demonstrate your commitment to user convenience and satisfaction, which can encourage more users to download and use your app.
Examples of use
Flash Sales and Exclusive App Offers
- Scenario: An online fashion retailer notices a surge in web traffic during flash sales, but a low transition rate to the mobile app.
- Use Case Application: To encourage web visitors to switch to the app during such sales, the brand could introduce app-exclusive discounts or early access offers only available to app users. By advertising these perks prominently on their website during the sale, they can entice more web users to download and make purchases through the app, thus improving the WACR.
App Onboarding Bonuses
- Scenario: A DTC electronics store finds that while many users download their app after visiting the web, few complete a purchase.
- Use Case Application: To motivate these users to make their first purchase on the app, the store can offer a one-time discount or bonus points for new app users. This not only incentivizes the app download but also the conversion, directly improving WACR.
Seamless Cross-Platform Wishlist Syncing
- Scenario: An online book retailer identifies that many users create wishlists on their web platform but don’t necessarily buy.
- Use Case Application: By introducing a feature where a user’s wishlist is seamlessly synced between web and app, they can encourage users to switch platforms without losing their curated list. Notifications on app-exclusive deals on wishlist items can be an added strategy to convert these wishlists into purchases, thus increasing WACR.
Personalized App Experience Post Web Visit
- Scenario: A DTC gourmet food brand finds that web visitors who searched for specific items rarely transition to the app.
- Use Case Application: By integrating web search data, the brand can offer a personalized app experience for these users. For instance, if a user searched for vegan chocolates on the web, their first app view could feature vegan products. This customized experience can improve user engagement on the app and potentially boost the conversion rate.
Retargeting Web Visitors with App Benefits
- Scenario: A DTC fitness equipment brand realizes that a substantial number of web visitors do not make an immediate purchase and also don’t have the brand’s app installed.
- Use Case Application: The brand can launch retargeting campaigns specifically highlighting the benefits of their app, like easier checkouts, exclusive app-only content, or loyalty points for app users. By targeting these web visitors with the advantages of the app experience, they can increase both app installations and subsequent conversions, thereby improving WACR.
Web to App Conversion Rate SMART goal example
Specific – Increase web to app conversion rate by 30%.
Measurable – Conversion rate will be tracked and compared before and after implementing new strategies such as improved UI/UX, in-app incentives, and targeted marketing.
Achievable – Yes, by working closely with the design, development, and marketing teams to optimize the app, improve the user experience, and implement effective promotional strategies.
Relevant – Yes. This goal aligns with the company’s broader goal of leveraging mobile platforms to increase customer engagement and revenue generation.
Timed – To be achieved within the next four months.
Limitations of using Web to App Conversion Rate
While the Web to App Conversion Rate is an important metric for assessing user engagement and potential revenue growth in an e-commerce environment, it has limitations when used for business analysis:
- Doesn’t Reflect User Preference: Conversion rate only provides a snapshot of the users who moved from the web to the app. It doesn’t capture users’ preference for web or app, which might be more indicative of their behavior and usage patterns.
- Can Be Influenced by External Factors: Several external factors such as app performance, device compatibility, or network issues can influence the conversion rate. For example, an app bug can lead to low conversion rates, but that doesn’t necessarily mean users are not interested in using the app.
- Doesn’t Differentiate Between User Types: The Web to App Conversion Rate doesn’t specify whether the conversion is from new users or returning ones. This differentiation is crucial as returning users often have higher engagement and lower churn rates.
- No Insight into Usage Frequency: A high conversion rate is beneficial, but if users don’t frequently use the app after conversion, it might not be as valuable. Frequency of usage can play a significant role in user retention and revenue generation.
- Subject to Seasonal Variations: Conversion rates can vary seasonally, especially during sales or holiday periods when app usage might increase. It’s important to consider such variations while analyzing this metric.
- Not Indicative of User Satisfaction: A higher conversion rate doesn’t always mean higher user satisfaction. If the app experience is poor or not user-friendly, despite higher conversion rates, user churn might be high.
- Overemphasis Can Lead to Neglecting Other Metrics: While trying to increase the conversion rate, businesses might overlook other essential metrics like user engagement, session duration, or bounce rate. A balanced approach is key.
- Lacks Context Without Additional Metrics: Conversion rate in isolation doesn’t provide a full picture. For example, a high conversion rate might seem positive, but if the app has a high churn rate and low session duration, it might signal problems.
In conclusion, while Web to App Conversion Rate is a valuable metric in the arsenal of ecommerce KPIs, it should be used alongside other metrics to gain a comprehensive understanding of a company’s performance. It shouldn’t be the only metric used to make strategic decisions.
KPIs and metrics relevant to Web to App Conversion Rate
- App Installation Rate: This measures the percentage of website visitors who proceed to install the mobile app.
- Mobile App Engagement Rate: Evaluates the activity and engagement level of users once they transition to the mobile app.
- App Retention Rate: This indicates the percentage of users who continue to use the app after a specific period, post-installation.
- Mobile App Cart Abandonment Rate: Like its web counterpart, this metric showcases the percentage of app users who add products to their cart but don’t finalize the purchase.
Understanding and optimizing WACR in tandem with these metrics can offer a comprehensive perspective on mobile app performance and the seamless integration of web and app user journeys.
Final thoughts
The Web to App Conversion Rate (WACR) is a critical metric in today’s ecommerce landscape, reflecting the shift in user preferences from the web to mobile apps. By ensuring a seamless transition and offering app-specific benefits, businesses can effectively capitalize on this trend, resulting in an improved user experience and increased sales.
Web to App Conversion Rate (WACR) FAQ
What is Web to App Conversion Rate (WACR)?
WACR measures the percentage of users who start their buying journey on the web and finalize their purchase on the app.
Why is transitioning users from web to app beneficial?
Mobile apps often provide a superior user experience, higher engagement, and personalized offers, which can lead to increased sales and user retention.
How can businesses boost their WACR?
Strategies include promoting app benefits on the web, providing easy download links, introducing app-only offers, and improving the app onboarding experience.
What other metrics can complement WACR?
Metrics like App Installation Rate, Mobile App Engagement Rate, App Retention Rate, and Mobile App Cart Abandonment Rate can offer additional insights into the user’s journey from web to app.
Is a high WACR always beneficial?
While a high WACR indicates a successful transition from web to app, businesses must also focus on app engagement, retention, and overall sales to ensure holistic success.