Mobile traffic is growing, but mobile conversion remains stagnant, and baby products retailer Giggle is taking steps to change that.

Giggle has launched a free mobile app on Apple’s App Store designed to make it easy for shoppers on smartphones to view product-related content on social media and check out on mobile devices, and frees the retailer from having to pay for or manage each upgrade. The app will be available within a month for Android users.

The aim is to increase conversions from the growing number of shoppers interacting with Giggle from their smartphones, says Shawna Hausman, vice president of e-commerce and digital marketing.

“In 2014, we had a 49% increase in mobile traffic year over year, while desktop and tablet traffic grew at single-digit percentages,” Hausman says. Mobile traffic—that is, from smartphones, grew in the first quarter of 2015 while tablet traffic fell more than 25%, she says.

Hausman says the conversion rate from smartphones is in line with industry standards, with mobile being the lowest of any device. The conversion rate is the percentage of visits that result in a purchase.

“We are targeting a 20% to 25% increase in mobile conversion, which would be very significant,” she says, declining to disclose the current rate.

“We’ve been doing lots of work in the past two years to increase social engagement and user-generated content across our website,” Hausman says, “so we asked, ‘how can we drive conversion?’”

One way Giggle has attempted to engage customers was by adding to its website in June photos its customers post to Instagram of them and their children using Giggle products.

Hausman says she believes the app will increase conversion because it lets shoppers use their smartphones to browse the site’s Instagram images and other user-generated content, tap on them, see the products, add them to gift registries and buy them without leaving the app.

“The beauty is that it’s all one experience where you can be inspired by an image, click it, buy it or add it to a registry, as opposed to other sites that make shoppers click on one place to be inspired, then go to another place to try to find a product and buy it.” The app also lets shoppers use Apple Pay as a new way to make their purchases in stores. Apple Pay is Apple’s digital wallet system, rolled out in the United States in October, that uses short-range wireless signals to allow a consumer to pay with her smartphone at a checkout counter.

Giggle engaged Oven Bits, a Dallas-based software firm, to develop the app. The retailer, a midsized company that operates eight physical stores and Giggle.com, and that competes against much larger companies like Amazon.com, Babies ‘R Us and buybuy Baby, dismissed Oven Bits’ initial pitch because the retailer had just exited a contract with another app provider after being unable to pay the fees necessary to maintain its app, Hausman says.

“We were too small to pay those fees, so the app was outdated,” she says. Hausman says most vendors charge $20,000 to $40,000 just to update an app to work on a new device, such as the latest iPhone.

“We don’t have big budgets to build things custom,” Hausman says. “We’re always looking for the scrappiest approaches that will be the most innovative out there.”

Hausman says she worked with Oven Bits since November 2014 before signing the agreement in March. Oven Bits mainly makes money by taking a share of revenue from each purchase made via the app. Oven Bits chief marketing officer Chris Capehart would not disclose the percentage, nor would Giggle.

Oven Bits directly connects with Giggle’s e-commerce store to update images, pricing, discounts, new products and other features. Because Oven Bits monitors the app, it can adjust the products and presentation on the fly and introduce new features like barcode scanning and digital-wallet payments at checkout, Capehart says.

Hausman sees the app as Giggle’s most seamless channel for easy access between content and shopping.

“It helps enable registrants to be inspired, see what others are doing, how others put together a nursery—all the things people love to do with social media, to get the inspiration, create a gift registry, complete a baby gift purchase or buy clothes for kids,” she says. “That’s where everything is heading.”

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