With the rise of smartphones, online customers have been buying more goods with their mobile devices instead of computers. Tech Crunch released numbers which reported a record $771 million in revenue from mobile customers over Thanksgiving. But while businesses scramble to make their businesses more mobile-friendly, they also have to figure out whether they will stick with a mobile website or create a mobile app.

Mobile apps are more popular than mobile websites and can provide businesses with more customer information compared to a website visit. Also, customers are more likely to remember and return to a mobile app which is more visible on a phone screen compared to an Internet browser’s bookmark.

What does the growing popularity of apps mean for e-commerce websites? Mobile apps are also affecting how shoppers behave, and an e-commerce business needs to understand these trends to get the most out of mobile apps.

Every e-commerce owner should know that slow loading times can quickly kill your business as more impatient customers turned towards another store. Kissmetrics found that 40 percent of customers will abandon a website if it takes more than three seconds to load. Remember that not every mobile user will have access to a top-notch 4G network all the time. Your business needs to make sure that everyone with a mobile device can easily access your website or app.

The need to ensure fast loading times is one advantage which mobile apps have over mobile websites. Mobile apps are easier to load than a corresponding website, and apps can retain limited functionality without a connection. But customers who use mobile apps will move away from a slow-loading app just like they would with a slow-loading website.

To get around this, some companies, such as KandyPens, rely on adaptive websites, which can easily transfer to the mobile experience using HTML5, as well as on a desktop. But that approach can lead to the temptation to add additional features on an app to attract customers. Ecommerce businesses need to remember that functionality and faster loading times are some of the most important factors of all. Less is more when it comes to apps.

Read the original article: business.com