mobile app vs mobile website for ecommerce

we had a well optimised mobile website conversion rate 1.6 percent which was decent for our category

app conversion rate after launch: 4.1 percent

same products same prices same offers same brand

the difference is not the app it is who is in the app the customers who download your app have already demonstrated higher commitment than someone browsing your website for the first time

but even accounting for that selection effect the friction reduction matters one tap checkout saved payment details loyalty visible without logging in order tracking in one place

the customer who is already warm converts at a higher rate when the path to purchase has fewer steps

the app didn't change who our customers were it changed how easy it was for the committed ones to buy again