A comparative study of mobile advertising strategies on boosting conversion rates: Evidence from a retail mobile app in Abuja, Nigeria
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Background of the study
Mobile advertising strategies have gained significant traction as businesses seek to capture consumer attention through digital channels that are accessible on-the-go. This study compares various mobile advertising strategies and their effectiveness in boosting conversion rates for a retail mobile app in Abuja, Nigeria. With the proliferation of smartphones and mobile internet usage, mobile advertising has emerged as a critical component of digital marketing (Chukwu, 2023). Retail mobile apps rely on targeted advertisements, push notifications, and in-app promotions to drive conversions and enhance user engagement. Recent research highlights that personalized and contextually relevant mobile ads can significantly influence consumer behavior and lead to higher conversion rates (Ibrahim, 2024). However, challenges such as ad fatigue, privacy concerns, and device fragmentation persist (Abdul, 2025). This study examines different mobile advertising techniques, comparing their impact on conversion rates while considering factors such as targeting accuracy, creative design, and timing. By synthesizing empirical evidence and theoretical insights, the research aims to provide a comparative analysis of mobile advertising strategies that can be employed to optimize conversion rates in the competitive retail mobile app market in Abuja.
Statement of the problem
Despite the growing importance of mobile advertising, retail mobile apps in Abuja often struggle with low conversion rates. The primary issues include ineffective ad targeting, poorly designed creative content, and the challenge of maintaining user interest amidst ad saturation. In addition, privacy concerns and technical limitations such as device compatibility further complicate mobile advertising efforts. This study aims to address these challenges by comparing various mobile advertising strategies and identifying the factors that most effectively boost conversion rates. The research seeks to bridge the gap between mobile advertising theory and practice, providing evidence-based recommendations to enhance the performance of retail mobile apps (Ibrahim, 2024; Abdul, 2025).
Objectives of the Study
To compare the effectiveness of different mobile advertising strategies on conversion rates.
To identify key factors that drive higher conversion rates in mobile advertising.
To propose strategies for optimizing mobile ad campaigns for retail mobile apps.
Research Questions
How do different mobile advertising strategies affect conversion rates in a retail mobile app?
What are the critical factors that enhance conversion rates through mobile ads?
How can mobile advertising campaigns be optimized to boost conversions?
Significance of the study
This study is significant as it provides a comparative analysis of mobile advertising strategies and their impact on conversion rates for retail mobile apps. The findings will help marketers in Abuja design more effective mobile ad campaigns by identifying key success factors. The research contributes to digital marketing literature and offers actionable insights for improving mobile advertising performance.
Scope and limitations of the study
The study is limited to analyzing mobile advertising strategies for a retail mobile app in Abuja, Nigeria, and does not extend to other forms of mobile marketing or apps in different regions.
Definitions of terms
Mobile Advertising: The promotion of products or services via mobile devices using targeted ads.
Conversion Rate: The percentage of users who take a desired action, such as making a purchase, after clicking on an advertisement.
Retail Mobile App: A mobile application used by a retail business to sell products or services online.
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