What’s The Difference Between A Mobile Website And An App (Application)?
Many businesses overlook the potential of Mobile Apps because they already have a Mobile Responsive website. It’s easy to think that just because a website can be viewed on a smartphone, that it will do the same job as the website does on the desktop. But this isn’t strictly true – technically the website will work the same, but from a user-experience perspective, viewing the site, using the site, searching it and making a purchase or booking will feel completely different to do it via a website.
Mobile responsive websites also depend on internet connection, but it’s possible to run an app on a user’s phone or tablet without them using precious data. There are some very important aspects of app development that can be used to drive user-engagement above and beyond traditional marketing techniques, and some of these features wouldn’t be possible on a website without some very expensive technology, and hours of coding, if at all. Apps have the ability to track user-behaviour in a more holistic way and can market straight to the user’s phone with push notifications that pop up on their screen. Think for example about some of the health tracking apps that can measure the number of steps taken per day, amount of screen time, and daily reminders to log in.Which Is Better – An App Or A Mobile (Responsive) Website?
If you’re investing in a website, then you should be optimising it to work effectively on smaller screens (rather than larger desktop screens) as best practice. You want customers to have a good first impression of your brand, so if the first time they visit you online is via their phone or tablet, make sure your website displays properly as a minimum, and that the user is able to zoom in. One advantage over mobile websites is that unlike apps, they can’t be deleted. A user can delete an app from their phone at any time if they’re fed up or need to free up memory.
If you’re looking to grow customer loyalty, sales, revenue, referrals and overall brand engagement then an app is the ideal way to do this.
The benefits of an app vs mobile website:
- Apps can be found in category and ratings searches in popular web stores such as the Apple App Store, meaning customers are more likely to find you “by accident” without you needing to invest thousands into SEO.
- Apps provide greater interactivity – for example, games will be much more user-friendly on an app, especially as it’s easier for a user to pick up their phone or tablet on the go or from the sofa, the same applies to shopping in front of the TV.
- Within an app, it’s easy to personalise the experience to drive loyalty. You can track usage habits and send push notifications, reward regular use, save searches and send reminders.
- You can be a lot more interactive with an app; access a user’s camera, use augmented reality, access settings and connect with social media profiles.
- It’s easy to upsell in an app. Successful apps drive revenue by upselling from a free service to a subscription model, or restricted access to certain areas of the app or certain info that can be paid for by a one-off charge, or with special offers for “top-ups” of credits in games and gambling apps.
Why Mobile Apps Are Good For Marketing Teams
If your marketing team is working too hard on setting up complicated email marketing automation, Facebook remarketing, SMS marketing and tracking, whilst trying to analyze all of these different marketing medias, then an app could save your company a vast amount of time and money, whilst improving the return on investment for your marketing budget, by getting better results and more sales.
We are focused on marketing and user-experience when we develop our apps and have worked with a wide range of brands. If you’d like to tap into our expertise, do give us a call!