In order to provide a more meaningful answer it would be helpful to understand what your business is (or will be) and what your definition is of "higher dividends".
You have already gotten some good thoughts on how to frame the problem in terms of customer funnel and user experience/features.
I would add a couple more dimensions that are already implicit but imho deserve to be called out specifically. One is who your target customers are and what kind of devices they use, and the other one is your monetization. There are wide disparities between in terms of utilization, conversion, and profitability per user across different platforms and form factors, so take that into account.
I was intimately involved with mobile for a global ecommerce brand that anyone on this list would recognize and can tell you that you would be shocked by the way in which certain platforms and even specific devices over or under indexed in any of these metrics.
If you have more specific questions I will do my best to answer them.