How brands are breaking the norm with ecommerce mobile apps in 2025

Here’s the hard truth for ecommerce brands: Mobile now dominates ecommerce traffic but still lags behind desktop in conversions. 

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Specifically, in 2025, ecommerce conversion rate benchmarked 4.8% on desktop vs. 2.9% on mobile. 

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But at the same time, customer acquisition costs are up 40% between 2023 and 2025, and every wasted click hurts more than ever. You can’t keep throwing money at traffic and expect better results. 

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Here is the problem with current mobile app interfaces: it’s not just a design issue—it’s a format issue. Most brands are still trying to force a website experience into a mobile screen, but a shrunken website isn't the answer. Instead, you need to create a mobile app experience built for engagement, return visits, and higher LTV.

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Let’s talk about how to design for the format, not just fitting the format.

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TL;DR: Mobile CRO in 60 Seconds

Here’s the rundown in less than 100 words: 

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Mobile CRO means improving the mobile experience that you offer to turn visitors into customers. Despite driving the majority of ecommerce traffic, the conversion rate of less than 3% doesn’t add up. 

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To do this, brands are shifting toward mobile apps and app-like experiences that engage users long-term and enable push re-engagement—true mobile CRO. 

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CRO for Mobile vs Desktop: What’s Actually Different?

For starters, consumer behaviour in general is different on mobile versus desktop. On mobile, people shop while multitasking; whether they’re distracted, in bed, or on the go. This means your conversion windows are short and timing matters more than ever—typically peaking from 9PM to midnight. 

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This calls for optimizing those shorter conversion windows, placing more focus on timing that makes an impact.

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Additionally, mobile-app experiences are generally more controlled, engaging, and persistent to grasp the attention of the user. With push notifications, mobile gives you the advantage of precise control over re-engagement and personalization, something that desktop doesn’t. 

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Why brands are shifting from mobile web to mobile app strategy

As a brand, you own the experience in your mobile app. You’re not constrained by browser compatibility issues or third-party platform limitations. This means that you have more freedom when it comes to the design, the look, and feel of your app. You can also plan and adapt new paths of engagement and conversion for your users based on performance. 

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Mobile apps also give you more ownership and control over customer data. With customer privacy laws becoming more strict, it’s challenging to capture buyers from a browser. But when a customer downloads a mobile app and creates an account, you have complete customer profiles that you can use to personalize their shopping experience—in the app and externally on other channels.

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Brands are also making the switch to mobile apps because of customer retention. Mobile apps are generally built for stickier engagement because of quicker access via push notifications, badges, and in-app reminders. 

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How to Increase Conversion Rate on Mobile (Without Throwing More Money at Ads)

Conversion rate doesn’t only rise as a result of flooding in ads. There are other, more discrete ways to encourage users to convert.

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Invest in features that bring people back. I.e: invest in customer engagement tools and strategies. Whether it’s adding personalization to your consumer’s journey, or improving the general app onboarding, upping your engagement leads to upping your conversion rates. 

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Here are some tips:

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Optimize Design for How People Actually Browse

Don’t just shrink your website—redesign for mobile behavior.

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Take The Scent Reserve, for example. Rather than implementing their desktop website to fit mobile, the perfume brand strategized to feature its top-converting product bundle right on the homepage hero in their app, sending traffic directly to their highest-performing page.

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Or take Vitae as another example. The activewear brand’s wellness app boasts a fantastic design, complete with custom wishlists, organized product pages, and a wealth of wellness resources, all designed to make the experience delightful for shoppers.

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Use Push to Recover Lost Conversions (and Spark Repeat Purchases)

Retargeting consumers after they’ve shown a loss of interest can feel so daunting. But sometimes they need a simple push to act as a reminder to convert. Brands using Reactiv are seeing open rates of ~60%, with conversion rates between 5–7%. This is because they’re pairing push with our Reactiv Clips feature.

Take the flower, home goods, and gifting brand Venus et Fleur as an example. The brand runs Reactiv Clip campaigns. Here’s how it works: 

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When a shopper taps their ad, it takes them to a Reactiv Clip—a lightweight version of the mobile app, which the shopper doesn’t have to download to explore. 

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Venus Et Fleur then gets a first-party push token that can remind users about their abandoned cart, previous engagement, and more. No IDFA or cross-app tracking required.

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Reactiv Clips allow for unlimited real-time push notification retargeting for up to 8 hours post-click—without the shopper even having to opt in to receive push. 

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Just like that, that single paid click can turn into at least three more conversion chances.

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Here’s another example from the coffee company Top of the Mornin’, which uses push notifications not just for recovery, but for ongoing customer education and retention. 

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One of the top Reactiv features that Top of the Mornin’ leverages is push notifications. But not in the way most brands do. They use push notifications primarily for brand-building rather than direct conversions, like sending uplifting messages like “Have a great day!” to engage their app users.

While they may have launched their mobile app with community-building in mind, it paid off financially too. Each month after launching, the brand saw its AOV climb, and in just three months, AOV increased by more than 17%.

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Read more about it here. 

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Provide Value Beyond the Products

Consumers can spot value beyond your product offering. Think about value-added features and services you can build into mobile that align with your brand identity. 

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Our case study of Missouri Star Quilt Company demonstrates this perfectly. The quilt company implemented a Watch Page that provides value to avid quilters through tutorials, but also is built for conversion by making these tutorials shoppable, highlighting products that were shown in the videos. 

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Another way the brand adds value to the customer experience is their custom in-app feature known as “the Bundle” to encourage regular purchases. This feature allows customers to hold an order for seven days to add more items, aiming to qualify for free shipping and consolidate shipments. 

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Read more about MSQC and Reactiv here. 

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Prioritize Speed and Simplicity

Many factors contribute to a good mobile CRO, and not all of them have to do with putting out ads. 

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Focus on speed, as loading and navigation times are key drivers of user experience and engagement. Faster load times lead to lower abandonment. Especially on mobile, as users are usually on the go, multitasking, or could easily be pulled elsewhere, every second matters.  

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Make sure to keep things simple for the average user. It’s common for users to drop off when navigation becomes difficult or feels overwhelming. This is important for mobile interfaces because screen space is already much more limited, meaning that you have to design with intent.  Keep things easy with clear CTA’s, fewer fields that add friction, fewer barriers to clicking purchase—no need to overcomplicate. 

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Push further with Reactiv Clips

Here’s the thing: people are already tapping your ads — but every click could actually generate three more chances to convert.

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Mobile CRO isn’t just about squeezing more from what you have, it’s about creating a better, more engaging experience that keeps people coming back.

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Start your mobile CRO with Reactiv. Need more convincing? Across the Reactiv network we’ve found:  

• Retention: 3–4× higher than mobile web
• Repeat purchases: up to 6× higher
• Push open rates: ~60%, with 5–7% conversion
• Customer Acquisition Costs: down by as much as 75%

See Reactiv in Action

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FAQ: Mobile Conversion Rate Optimization

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Why is mobile conversion rate lower than desktop?

It boils down to user behaviour on mobile vs desktop. On mobile, users are often distracted or multitasking. User intent on mobile is often casual browsing without an urgency to commit to purchasing. Compared to desktop where users are more in a research or purchase mindset. 

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Functional factors also contribute to a lower conversion rate on mobile. Smaller screens, slower navigation, and lack of re-engagement tools (like push notifications) all contribute to lower conversion rates compared to desktop.

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How can I increase conversion rate on mobile?

• Use mobile app or app-like experience for better customer engagement and retention 4
• Send intentional and timely push notifications after ad clicks/ signs of interest 
• Add personalization to the consumer’s mobile experience 
• Perfect functional areas such as speeding up loading times, clean up UI, and simplify mobile navigation. 
• Spotlight your top-converting products right away so your consumer can’t miss it on mobile. 

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Do I need a mobile app to improve mobile CRO?

At the end of the day, you don’t need a full app.

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But you need an app-like experience. Reactiv Clips, for example, deliver app-like journeys instantly, without a need to download, letting brands send push notifications, drive return visits, and increase conversions—all without the friction of the App Store.

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What’s the difference between CRO for mobile and desktop?

People interact differently with desktop versus mobile, often with different intentions. Therefore, the CRO between the two will be different as well. 

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Desktop CRO prioritizes longer, more focused browsing sessions to get the user invested. While on the other hand, mobile CRO prioritizes speed, simplicity, and re-engagement tools like push notifications to get the user interested. Mobile behavior is different—so optimizing for it requires a different approach.

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How do push notifications improve mobile conversion?

Push notifications are all about retargeting. With push notifications you reconnect with shoppers that have tapped an ad or engaged with your app. Push notifications have ~60% open rates and can convert up to 7% of users, therefore upping your mobile CRO. With Reactiv, you can send these notifications even without opt-in, using Apple-approved first-party engagement.

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You’re leading the ecommerce engine for a high-growth brand. You’re ready to take the next step—launching a mobile app to capitalize on customer loyalty and drive more revenue.

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The business case writes itself: mobile apps convert 2-3x higher than websites and drive 3-5x more repeat visits per customer. A well-executed mobile app could increase revenue for your business by 10% or more.

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You want an app that delivers an elevated experience for your best customers—one that’s as unique as your brand.

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So, what are your options?

❌ Option 1: Hire an expensive agency and pay hundreds of thousands for a custom app—plus a fortune in ongoing maintenance. 

❌ Option 2: Use a cookie-cutter app builder that barely lets you customize beyond colours and logos. 

🤔 Option 3: Work with a company that sells an App Builder and offers Professional Development Services to bridge the gaps.

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On the surface, Option 3 seems like the best of both worlds. The company’s professional services team can ensure your needs are met, and who better to customize the app than the people who built the platform?

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⚠️ But BEWARE—this setup creates a fundamental conflict of interest that leads to poor products and disappointed brands.

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Misaligned Business Incentives

A truly product-led company should focus on building a scalable, intuitive platform. But when professional services enter the mix, the incentives shift. Instead of improving the product, the company may intentionally leave gaps, using services as a revenue stream rather than enhancing self-serve capabilities.

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Compromised Product Roadmaps

This conflict distorts product roadmaps. Do they prioritize features that simplify and automate tasks, or do they keep things complex so their services team can step in? Too often, services-driven businesses favour short-term revenue over long-term product excellence.

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Slower Feature Development

Custom work for individual clients creates tech debt that requires ongoing support. This fragments the codebase, bogs down engineering teams, and slows down innovation. Instead of pushing out cutting-edge features, they’re stuck maintaining scattered one-off projects.

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Disappointing Results

Brands that take this route almost always regret it: 

👎 Feature Gaps - The product has more missing features than expected.
👎 Overbudget - Professional services hours end up far higher than anticipated.
👎 Delays - The project runs months longer than promised.
👎 Poor Quality - Custom development full of bugs and performance issues.

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The app launches later than expected and lacking in appeal. The brand’s most loyal customers download the app. But the app stagnates. Basic feature requests take years to roll out, if they ever come. New ideas require more costly custom development. Before long, the app is buggy and outdated. Even the brand’s most devoted customers abandon it.

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What Reactiv Does Differently

At Reactiv, our approach is simple: build products that stand on their own. We don’t offer professional development services because we focus on relentless product innovation. This is why we roll out more features in two weeks than our competitors do in two years.

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That’s why we offer industry-leading innovations like:
🚀 AI-Powered Onboarding - use the power of AI to cut down the time and effort needed to launch an app
📈 Reactiv Clips - drive customer acquisition and growth without pushing an app download.

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What about brands that need customization?

Instead of locking customers into expensive service contracts, we empower them with Reactiv Plus - a set of enterprise tools built for developers and agencies. We handle the complex problems (platform, security, and infrastructure), so they can efficiently build your custom experiences on top of a solid foundation. 

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Reactiv Plus is the foundation of our platform. There is no conflict of interest when we invest effort into it because it doesn’t compete with our core feature roadmap; it enables it. Reactiv’s engineering teams use the Reactiv Plus foundations to build features. As we enhance it, we simultaneously enable your agencies and developers to build customizations faster and enable Reactiv’s internal teams to launch features faster.

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Evidence that Reactiv’s approach works:

• Reactiv enabled the Missouri Star Quilt Company to turnaround around their collapsed app from another app provider into a growth success story (Link here)
• Agency Partner Domaine loves building custom app experiences with Reactiv (Link here)

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When you invest in a mobile app, you’re investing in your business’s future. Choose a platform that’s built to scale, not one that profits from your struggles. Choose Reactiv.

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What’s your perfect marketing campaign? …We’re guessing it’s one that gets you results.

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For most marketers, what your campaign is doesn’t matter as long as it’s performing and delivering the conversions you’re looking for.

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So, what if we told you there’s a new campaign that is high-converting, and very few brands are using it? It’s leveraging a new tool called Reactiv Clips.

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Imagine getting your audience to engage with your mobile app—without requiring downloads—and retargeting every ad click using push notifications. 

Yes, you can actually do this.

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With Reactiv Clips, your campaigns deliver more conversions, less friction, and double the value of every click. Let’s explore how Reactiv Clips can elevate various marketing strategies and bring your campaigns to life.

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But first, what are Reactiv Clips?

Reactiv Clips are a revolutionary way to provide smartphone users with the functionality of a mobile app without requiring a full download (no more App Store redirects!).

These lightweight, instant experiences load in seconds and allow users to engage with a brand seamlessly.

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To get it straight, these aren’t just app-like experiences; they’re fully integrated marketing powerhouses. 

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Reactiv Clips transform how brands engage with users by providing rich interactions while also enabling retargeting through push notifications. This feature alone allows brands to connect with customers long after the initial interaction—whether that’s reminding them of an abandoned cart or promoting a Black Friday sale.

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When integrated into your ad funnel, Reactiv Clips create a streamlined journey. Instead of leading users to static landing pages, ad clicks direct them to a Reactiv Clip, where they can interact with products or explore offers in an immersive way. Coupled with the ability to retarget users who don’t convert immediately, Reactiv Clips transform every part of the customer journey into a conversion opportunity.

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Campaigns transformed with Reactiv Clips

Let’s break this idea down farther. What campaigns could you actually run leveraging Reactiv Clips? Here are just a few.

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Turning brand awareness campaigns into an experience

Building brand awareness requires connecting with your audience on a deeper level. Reactiv Clips allow you to share your story and highlight your unique value propositions in a way that static ads cannot. 

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For example, a lifestyle brand could use a Reactiv Clip to present a curated collection of its top offerings, paired with a video introduction from the founder. 

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This immersive experience draws the audience into the brand’s world, creating a memorable first impression while driving awareness.

Supercharging your flash sales

Seasonal sales, flash sales, and clearance events are the bread and butter of ecommerce. 

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Reactiv Clips bring these campaigns to life by offering interactive experiences that highlight specific sale categories. 

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Imagine a fashion retailer promoting a Black Friday sale through a Reactiv Clip. Shoppers could swipe through featured categories like “Outerwear,” “Party Looks,” and “Winter Accessories,” each leading to a seamless checkout experience. 

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Paired with personalized push notifications, these campaigns drive urgency and conversion.

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Running product launch campaigns

When launching a new product, excitement is key. Reactiv Clips offer a dynamic way to spotlight your latest innovation. 

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For example, a tech company unveiling a new gadget could use a Reactiv Clip to showcase its features in an interactive demo. Users could explore the product’s capabilities, view pricing options, and even pre-order—all within the clip. This approach not only captures attention but also simplifies the purchase process, ensuring fewer drop-offs.

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Capitalizing on timing or trends

The holiday season, back-to-school shopping, or summer sales are opportunities to connect with your audience’s seasonal needs. Reactiv Clips enable brands to create curated collections that align with specific times of the year. 

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A home decor brand could design a Reactiv Clip featuring its holiday gift guide, complete with shoppable product categories like “Stocking Stuffers” and “Cozy Living.” By embedding push notifications, the brand can remind shoppers of time-sensitive offers or limited stock.

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Upselling and cross-selling

Encouraging customers to purchase complementary or higher-value items becomes seamless with Reactiv Clips. 

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Imagine a skincare brand using Reactiv Clips to recommend a moisturizer on the product page of a cleanser. The clip could highlight the benefits of using the two products together, increasing the likelihood of an upsell. 

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These personalized interactions not only enhance the shopping experience but also boost the average order value.

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Winning back inactive customers

Winning back inactive customers requires thoughtful re-engagement strategies. Reactiv Clips allow brands to send personalized emails linking to collections tailored to customers’ past interests. 

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For example, a fitness brand could re-engage dormant users by sending a Reactiv Clip featuring workout gear or fitness plans aligned with their previous purchases. Plus, cart abandonment campaigns become more effective with clips that show the exact items left behind and provide a seamless checkout option.

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Using paid ads to drive ROI

Reactiv Clips are a game-changer for paid ad campaigns, lowering customer acquisition costs and increasing conversion rates. Instead of directing users to a static web page, paid ads can link to Reactiv Clips that offer interactive product demos or curated collections. 

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For new customers, Reactiv Clips boast significantly higher add-to-cart and conversion rates compared to traditional web links. Even better, every visit to a Reactiv Clip comes with up to eight hours of re-engagement through push notifications, ensuring your ad spend delivers long-lasting value.

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Boosting organic traffic

For brands focused on organic growth, Reactiv Clips enhance the effectiveness of content-driven campaigns. By integrating Reactiv Clips into blog posts or SEO-driven landing pages, brands can offer dynamic experiences that keep visitors engaged. 

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For repeat customers, Reactiv Clips are even more impactful, offering tailored product recommendations or exclusive offers that align with their preferences. This approach not only increases add-to-cart rates but also drives app downloads for longer-term engagement.

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Turning every interaction into a conversion

Reactiv Clips redefine the potential of digital marketing campaigns. 

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Whether you’re building brand awareness, driving sales during peak seasons, or re-engaging past customers, Reactiv Clips ensure your strategies deliver more conversions and less friction. 

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By transforming every touchpoint into an interactive, app-like experience, Reactiv Clips help brands capture attention, drive action, and achieve their goals. 

If you’re ready to make your campaigns smarter, more engaging, and highly effective, it’s time to start your Reactiv Clip Ad Funnel.

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