Apps are becoming increasingly integrated into people's daily lives, whether to make purchases, study or make friends. Meanwhile, the wide availability does not guarantee satisfaction of theusers. An internal survey from Eitri, using data from reviews and ratings of over 200,000 apps in general, including e-commerce applications, revealed significant information: 64% disappoint users, while only 18% achieve excellence in quality; shopping applications lead in excellence.
It is worth noting that, two hundred five.230 analyzed apps, 131.799 did not have enough reviews for an accurate rating. The categories with the highest percentage of excellence are Books and References (33,72%), Climate (29,60%) and Purchases (29,43%). On the other hand, face greater challenges regarding satisfaction of theusersRacing Games (4,94%), Educational Games (4,75%) and Dating (2,16%).
Strengths and weaknesses of apps
Customers highlight the shopping experience as a positive aspect when everything works correctly (18%), convenience as an alternative to physical stores (11%), the ease of use 10,3%) and the quality of the products (9%). This shows that they appreciate, overcoat, a journey that is easy, convenient and offer good products.
Among the main weaknesses were pointed out the instability and unsatisfactory performance of the apps (15%), followed by problems in the purchasing process (13%), failures related to coupons and discounts (9%) and inconsistencies in shipping (6%). These technical and functional issues negatively impact, representing barriers to retention ofusersin environments ofe-commerce.
What users value the most
Applications that allow users to find products and complete purchases quickly and without complications are valued by users, that tend to separate the quality of the items from the experience with the app, indicating that the brand is appreciated regardless of the sales channel. When the apps work as expected, logistical efficiency stands out as an important differentiator. Furthermore, economy and discount opportunities are relevant factors in the decision to buy a product.
The amplitude of the catalog is also an appreciated aspect, just like a good support, that contributes to customer loyalty. The digital channel is seen as a relevant alternative to physical stores, and the flexibility in the order completion options is valued. Finally, the app is seen as an extension of the overall experience with the brand, reinforcing the importance of an efficient and well-structured platform.
"Our research revealed that the quality app market remains largely untapped", presenting a clear distinction between well-developed applications and those that are poor. This differentiation not only highlights the need for innovation and excellence in the sector, but it also shows that well-rated apps tend to gain more visibility in app stores, directly influencing users' decisions, says Guilherme Martins, co-founder of Eitri.
