Most Mobile Apps Don’t Make Money. Here’s Why.

Most brands believe their mobile app is making them money, when in reality, it probably is not. After all, when customers use a brand’s mobile app to complete a transaction, it doesn’t necessarily mean the mobile app is responsible for the transaction.

 It’s the logical fallacy, “Correlation implies causation,” in action. Most purchases made via mobile apps would have occurred with or without the mobile app.

 The difference between mobile apps facilitating transactions and mobile apps making money lies in planned versus unplanned purchases. Understanding and navigating that difference reveals the true value of your brand’s mobile app.

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