10 Reasons the Mobile App Beats the Mobile Website
Andrew Speight • 27 October 2020 |
If you’re like us, you’re probably glued to your phone more than you should be. But to be fair, it’s hard not to be attached to your device when they can do so much.
For some, being connected and having the world at their fingertips is what makes or breaks their business. So, who are we to diss cell phones?
As the need for these powerful devices continues to grow, more and more businesses are realizing the necessity of a mobile app for their business.
Whether it’s to attract more customers, build a community/better brand, or increase revenue, mobile apps for businesses are here to stay. You can embrace them or you can be left behind.
It’s easy to blame your lack of success on the fact that large companies have more resources to build super custom, powerhouse apps while spending marketing dollars to attract customers and downloads. Sure, that’s one theory.
But if you play the blame game and never try building an app for your specific audience (even with a limited budget), you’ll never know if it works for you.
Plus, the stats don’t lie. Research shows that users now prefer mobile apps more than mobile websites. So, even if your site is responsive optimized to be used on a phone, it’s not the preferred choice.
The following are our 10 reasons the mobile app will win over the website:
- Personalization
- Notifications
- Device features
- Offline capabilities
- Freedom of design
- Branding
- Amount of time spent on apps
- Positive impact on conversions
- Brand presence
- Speed
Read on to learn a bit about why an app is the best choice for your business.
1. Personalisation
Can you personalize a mobile responsive website for each user? Is it even possible to know exactly who is using your mobile site at any given time? The answer is no.
Apps offer a way to tailor communications directly to the person using them.
Users set their preferences and let the communications begin! It’s up to you to add value to them by creating a unique and beneficial experience to your app with customized content.
Ultimately, the opportunity for conversions will be much greater using an app.
2. Notifications
Just like you can never know exactly who is on your site at any given time, you never know how to directly reach a potential customer when they’re considering making a purchase.
With notifications, you can!
Through both push notifications and in-app notifications, you can beat email by directly communicating with your customers when they need it the most and are staring down a checkout page 😉
The clickthrough rate of notifications is much higher than emails, because they are intuitive and (if done correctly) non-invasive.
3. Device features
Making the most of the features of the device the user is browsing on is unique to mobile apps.
Increase conversions simply by having an app that allows users to pay with their mobile wallet! They don’t have to go get their credit card and won’t linger at the checkout because typing the credit card numbers makes the purchase more “real”.
Therefore, reducing the actual effort it takes to make a purchase.
4. Offline capabilities
To access a website, you need an internet connection (or you need to be willing to sacrifice your valuable data from your cell phone plan). To access an app, you just need to have downloaded the app previously on your device.
That means users can access all of your valuable information in the palm of their hand.
Basic features can work without an internet connection. Even the GPS signal works without one! Try it on Google Maps or Apple Maps sometime!
5. Freedom of design
Unfortunately, even if your website is mobile responsive, there’s only so much you can do to make it attractive and perform basic functions.
Mobile websites rely on the mobile browsers for features like “back button”, “refresh button” etc. which is why sometimes support clerks will tell you to use the website in a different browser. Talk about annoying right?
Mobile apps don’t have restrictions like these because the entire thing is designed and coded specifically for your business.
Along with completely customizing the aesthetic design, you can customize the user experience through intricate gestures like taps, swipes, pinches, flicks etc.
6. Branding
As we mentioned, you can completely customize the aesthetic design of your mobile app depending on your brand style and preferences.
Offering yet another way to reinforce your brand recognition on your audience.
Some apps also allow users to customize the appearance depending on their preferences, like Twitter’s “dark mode” for example.
7. Amount of time spent on apps
Let’s face it. Users just spend more time on apps. Period.
In fact, up to 86% of mobile users’ time is spent on apps and a mere 14% on mobile websites. I’d say that’s a clear winner.
While a lot of this time is on social media and gaming apps, it’s still a strong case to create an app for your company that provides value. Starbucks’ customer loyalty app comes to mind because of the convenience and free snacks/drinks you earn for ordering ahead.
8. Positive impact on conversions
If you have an eCommerce store and are looking to increase conversions (who isn't?!) a mobile app is the best way to go.
Mobile apps increase conversions and average order size if they are intuitive and easy to use. They also use device features like your mobile wallet to facilitate easy payments and order addresses.
Mobile apps are also much more targeted, as we’ve seen, so users will feel more value in finding the things they need through the mobile app.
9. Brand presence
Phone real estate is valuable. Because our devices have limited storage, if a user chooses to download your app, you must continue to provide value either through information, community, convenience, or rewards.
In turn, you’ll be rewarded with higher brand recognition and increased brand presence. The fact that users are just seeing your app icon/brand logo on their phone’s home screen is increasing your brand presence every time they open their device, whether they know it or not.
Think of this as a mini ad!
10. Speed
Okay, at this point it’s just a fact that apps are faster than websites.
If you want to improve the user experience for your customers, give them an app. The customization aspect and non-reliance on browser-based commands alone saves a lot of time for users.
This creates a good user experience and positive associations for your brand.
