With more than 218 billion app downloads in 2020 alone, it’s no exaggeration to say that the future of consumer connection is mobile. What does this mean for companies looking to bolster their online presence, increase engagement and drive conversions?
Responsive website design is one option: By building sites capable of meeting users on the platform and device of their choice — mobile or desktop — businesses can embrace the need for agile content delivery and engagement. Mobile applications, meanwhile, offer a new way to connect with users by making your brand part of their local, mobile ecosystem. While both approaches offer advantages, the increasing shift to mobile-first mandates makes an app-driven strategy worth considering.
Let’s explore seven of the biggest benefits of a mobile app over a website.
1. Ease of Access
When it comes to the advantages of apps over websites, ease of access tops our list. While websites must be visited, apps live on the devices of your customers.
In practice, this means every time potential customers want to access your webpage, they need to use a search engine, type the site’s web address, or (most likely) navigate to a mobile bookmark they’ve made. In each case, some effort is required on the part of users to engage with your brand.
When it comes to mobile apps, meanwhile, there’s only one step: Users simply tap on the app to access everything — product catalogs, customer service and e-commerce options — all in one place.
2. Improved Content Delivery
Mobile apps make it possible to improve content delivery using tools such as notifications. Consider a responsive website. If visitors sign up for newsletters or promotional emails, your business can make regular contact — but conversion success depends on customers opening these emails when they arrive.
Mobile applications, meanwhile, offer the ability to provide push notifications with the user’s consent. This makes it possible to deliver information about sales, new product releases or special events directly to customers, effectively skipping the “middleman” of email.
3. Increased Personalization
Personalization also makes the list of mobile app advantages. By allowing users to set their preferences when apps are installed — and adjust them at any time thereafter — applications can deliver personalized experiences that evolve along with customer preferences.
In addition, businesses can leverage behavioral data to deliver targeted content, such as sales offers when users are near specific stores, or product recommendations based on current browsing habits. Worth noting, clear and comprehensive consumer consent is key to make use of this data.
4. Reduced Friction
More effort means lower engagement. Mobile apps make it possible to reduce the amount of effort users must expend to access your content and services. Familiar mobile device features such as contact lists, cameras, QR code readers and GPS tools can enable seamless account access, automatic form completion and integrated customer service feedback. By empowering customers to access what they want, when they want — without additional effort — your app can become part of their daily mobile ecosystem.
5. On-Demand Customer Service
Also on our list of advantages of a mobile app over a website is on-demand customer service. Customers aren’t interested in waiting for service and support. If they have a problem or a question, they want answers ASAP. Mobile apps make it possible to quickly connect consumers with integrated chatbots or service agents, or offer the option to have service personnel call customers at a time of their choosing.
6. Offline Operation
When it comes to the advantages of mobile apps over websites, offline use is also worth considering. While users require an active Internet connection to access your site, mobile applications make it possible for customers in remote locations or with spotty connections to access basic application functions via the software stored on their phone.
Although cached browser data can provide static versions of your website for customers, apps reduce the disconnect between users and your business if connections are lost. Automatic app updates, meanwhile, help ensure that data is synchronized when connections are available.
7. The Mobility of Mobile Apps
Mobile applications let customers take your brand with them wherever they go. While traditional websites are often constrained by desktop browser operations, mobile applications make it possible to create an engaging and responsive experience.
Mobile applications are the gateway to wearable connections. From smartwatches to fitness monitors, these devices are designed to work with consumers’ preferred mobile devices, meaning a mobile app is mandatory to deliver on-demand digital information anytime, anywhere.
Making Mobile Work
While the benefits of well-built mobile apps are straightforward, creating mobile software can be time- and resource-consuming. By partnering with an experienced mobile application development firm, however, it’s possible to get the best of both worlds: a custom-built application that connects you with customers — without breaking the bank.
Ready to make the most of mobile with MXOtech? Let’s talk.