Mobile app vs mobile website, Which is best for your business?
According to research done by Gartner, more than half of all users are using their mobile device first to kickstart their buying journey. Mobile is no longer the future but rather the norm in 2018. And to get ahead of the pack, optimising for customer experience is the top priority for over 13000 marketers that were surveyed by Adobe in 2018.
What is a Mobile Application? A mobile application is a computer program built specifically to run on a smartphone, tablet or any other smart device. *key point* users can access them directly. They are usually downloaded from the different app stores (iTunes, Google Play etc.) and they run on the phone, downloading and uploading data to and from the internet, with some having the capability to run offline without the internet.
What is a Mobile Website? A mobile website on the other site is simply a website viewed in the smartphones device by typing in the URL of the website. Before smartphones were popular, websites were mostly viewed on desktops and were never built to be responsive according to the size of the device. Currently, any good web development company should be able to build your website with mobile optimisation in mind.
What are the pros of having a mobile application 1. Increased brand loyalty Mobile applications once downloaded on the customer’s phone, enable you the ability to send out push notifications (100% of Android users are automatically opted-in to receive push notifications when they download your app and 43% of iOS users consent to receiving them) The mobile app allows you to have a pool of customers that have committed to engage with your brand by downloading the app and will engage with your push notifications.
2. Mobile Checkout According to data from the NPD group, the number of mobile orders in the US shot up to 50% in 2017. Starbucks led the pile with one out of three customers coming from their robust mobile order and pay system after they surpassed 70 million transactions on mobile in 2016.
3. Personalised advertising You can track the engagement of the customers with your application and send them personalised targeted push notifications that could include rewards, discounts, to further have them engage with your application. Mobile applications can allow the user to customise their experience when setting up the app, feeding you with information that you can then use to send them loyalty rewards and adverts that are most relevant to them. I.e based on their demographics, age, location etc.
5. Take advantage of device’s inbuilt features By taking advantage of devices inbuilt features, you can increase the effectiveness of your marketing. For example, geo-targeted ads that use the device’s GPS to send your customers push notifications based on the location they are in.
6. Apps can work offline. Mobile apps are downloaded onto a device and content can be downloaded and stored on the device offline and updated when the device comes back online. For example, users can see basic information such as your location, contact information, about you without necessarily having an internet connection.
What are the pros of having a mobile website? 1. Mobile websites are easier accessed. Users are tasked to download a mobile app to engage with your brand where they can easily go onto any device, open the browser and engage with your brand’s mobile website on any other smart device.
2. Compatibility across several platforms A mobile website is easily compatible across multiple devices, whereas native apps are built specifically for that device. Although you can ask your mobile app developer to build a cross-platform mobile app that will be compatible across several devices.
3. Mobile websites can be easily upgraded Once you upgrade the entire mobile application, users have to then redownload the new update from the app store (although in most cases this is automatic) whereas with a mobile website, once the content is published, it can immediately be accessed by your customers.
4. Ease in sharing the URL of mobile website Although you can build in-app sharing capability to allow users to easily share your app with each other. It is generally easier to copy and paste a URL, therefore, allowing your customers to easily fuel that word of mouth.
5. Mobile-optimised websites tend to rank higher than their desktop version counterparts. Google adopted a mobile-first strategy that saw them ranking websites that are mobile-friendly higher than their competitors. Therefore, with a great mobile optimised website, you stand a chance of getting more organic search traffic.
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