A few short years ago, a website was the primary way any business would reach its audience. Fast-forward to now, mobile app design and development has become a huge focus for millions of businesses, which engage and sell through mobiles and socials as their biggest revenue drivers!
Today, we'll look at the future of mobile development and how the advantages of an app weigh up against a conventional site.
The top five ways mobile apps outperform websites
Responsive websites and apps look and perform pretty similarly. Developers focus on the most important design principles for mobile apps and sites, creating intuitive interfaces and agile content delivery.
So, why is an app better than a site if they have the same functionality? The secret is about tapping into the mobile ecosystem that is fundamental to modern life.
Mobile app accessibility
Look in the pocket of over 83% of people, and you'll find a smartphone. If your target customer wants to order a product, buy a service, or play a game and it's available on an app, all they have to do is pick up their phone.
This factor is the reason apps are now such a force in commerce. In reality, the pathway to engagement with a website has become clunky and inconvenient when you consider:
- Sitting down at a desktop or PC or opening your mobile browser
- Copying and pasting a link into the address bar
- Logging in or retrieving your password details to gain access
With biometric security, the same user can open an app with one tap, log in with their fingerprint, and they're good to go.
Personalized app content
Customizing customer communications has become crucial, and an app allows users to decide on their preferences and receive content according to their needs. For example, you could configure your mobile app to send a discount code when your customer is near your store or a notification when you know they're running low on your product. The more personalized and specific your app content, the better your potential conversion rates.
Compatible mobile app functions
Most of us live through our mobile phones, relying on them for the uses of calendars, birthday reminders, messaging, social media, banking, and contact lists.
A fun, immersive app inserts your brand firmly within that ecosystem, where your customer can auto-complete forms, pay for items with a tap, or upload images without extra effort.
Direct content delivery
Conversion rates for email campaigns or promotional banners depend greatly on your user taking the initiative. Email lists have a place in digital marketing, but they're rarely as effective as push notifications. Mobile apps allow businesses to send pings straight to the user's mobile (provided they have consented) and advertise new events or releases in an easy-to-engage format.
Finally, a mobile app provides numerous ways to incorporate customer service features. Today's consumers don't want to ring a call center, type an email, and wait for two to five working days to get an answer or find out where their delivery is! A mobile app can provide an integrated Live Chat, AI-powered FAQs, or a direct communication portal so your user gets the information they want when they want it.
Why prioritize mobile app development over a website?
The beauty of a mobile app is that it can work fairly seamlessly, even offline. Cached browser data can provide a similar static website but creates a disconnect where an order is lost or a basket emptied, dissuading the user from returning to their intended purchase or action. Mobile app users can access basic app features without any signal with all their data synced when the connection is back up and running.
While websites remain important for SEO and digital marketing purposes, there are many compelling reasons to consider investing in an app and bringing your brand to your customers–not trying to get them to come to you.