The number of people using mobile devices is growing year after year – it is projected that the number of mobile phone users worldwide will reach 6.95 billion by the end of this year. This means that the number of mobile users is far greater than the number of desktop users
Many business owners have thought about ways to win this audience – and the strategies they need to apply: whether to build a mobile website or an application. Unfortunately, there is no single answer to this question, because the options really depend on a number of factors, including the business plans, required features, resources and the web properties they might need.
Some studies have shown that users generally prefer mobile apps more than mobile websites – this makes for a strong enough reason to create mobile apps to attract potential customers.
Let’s have a look at a couple of reasons why mobile apps are better than mobile websites:
First of all, mobile apps offer better personalization
With mobile apps, the users have the option to set up their preferences at the start, based on this information, users can then be served with customized content. Mobile apps can also track and observe user engagement, and use their behavioral patterns to offer custom recommendations and updates to the users.
These apps also have the ability to track the user’s location – this allows the apps to provide geography-specific content.
These personalization options not only improve the user experience, but they also help to improve the conversion rate. When users are pampered with personalized content, they have a higher chance of making a conversion.
Easily send notifications and offers
For the last couple of decades, emails have been the main form of communication used to keep in touch with customers – businesses have extensively used emails to reach out to their customers, sometimes spamming their customers with daily emails. As a result, email has lost its effectiveness, this means that open rates and click rates have significantly dropped.
Now, there’s a new way for companies to communicate with their customers – Mobile apps
Mobile apps have two types of notifications built-in: Push notifications and in-app notifications – both of them are exciting new ways for communicating with users in a less intrusive manner.
This ability to send instant and non-intrusive notifications to users is so desired, that this is one of the main reasons why many businesses want to have mobile apps in the first place.
In-app notifications are the notifications that the users receive when opening the app and pop-up notifications are the ones that users receive regardless of any activity they are doing on their mobile device.
Users spend more time on Apps
Mobile users spend about 86% of their time on mobile apps, and just 14% of their time on mobile websites – and to add on top of this, the average time a user spends on mobile apps is also increasing.
Another advantage would be making use of the mobile device features
Mobile apps have the advantage of using the features available on a mobile device such as the camera, contact list, GPS, accelerometer, etc.
These features, when paired with an app, can make the user experience a lot more interactive and fun – they can also help reduce the efforts users would have to make otherwise. For example, when accessing their bank account, users can use the built-in face ID or fingerprint scanner to quickly access their banking app – if they would have to do this on a web browser, they would have to type in their passwords, wait for the 2-factor authentication message to arrive, type that in the textbox and then they would be able to do whatever operation they want.
These device features can significantly decrease the time it takes to perform certain tasks and can even boost conversions.
Mobile Apps can be used as powerful eCommerce tools
In the eCommerce sector, mobile apps are blowing websites out of the water – they are much more superior when it comes to closing deals with prospects and leads, pushing them faster through the purchasing funnel. It is estimated that mobile apps have a 3 times higher conversion rate than mobile websites and 1.5 times higher conversion rate than desktop versions. In total, more than 40% of people that download an eCommerce app make a purchase afterward.
Why do eCommerce apps have such a dramatic effect on conversions?
It’s because they save users data and spare people the ordeal of filling out credentials every time The in-app environment allows effortless, once click checkouts and fast loading times.
Developing both a mobile website and mobile app for your business can prove to be a costly affair, depending on the size of your business, budget,and goals, you might have to choose one of the two channels. While both channels have their pros and cons, mobile apps can help you get higher conversion rates. Mobile apps offer greater personalization and operational efficiency, along with multiple other exclusive features.