Well, it obviously is for some, since they’re paying for it. In some cases, developing an app is the right choice. Some of the scenarios where the app will make sense include:
- Regular usage
- Native functionality
- Offline access
Generally speaking, apps are best suited when developed in order to fulfill a specific purpose that can’t be accomplished as effectively via browser. They are capable of providing an interactive engagement with users and to deliver personalized experience that offers a streamlined journey to the visitors.
Smartphone users generally have a higher disposable income and they are comfortable with downloading and using apps, which are clear arguments in favor of using an app if you’re running an e-commerce store. They prefer the apps over the mobile web, and they tend to spend much more time interacting with a website trough an app than visitors who browse web on both desktop and mobile devices.
Targeted marketing and lead generation
Apps can use device’s features such as address book and geolocation. What does it practically mean to a business owner? For one, more accurate segmentation and targeted marketing: you can target ads based on the exact location of users, which is especially important for local businesses. You can push notifications through the app and get interaction data that could be very valuable. Since they are developed for a specific purpose, you’re in control of what that purpose will be, and you can have your app designed to directly but seamlessly lead the customers to the conversion point.
Visibility and promotion
One of the main problems with mobile apps is that they are usually attainable only trough the app store. However, you can provide a link to where the customers can download your app, and you can even increase the SEO visibility of the page it’s on. You will also have to plan marketing your app because of a high number of apps already in store, and to come up with really creative ideas for the app itself. One of the tricks you can use to increase your app’s visibility within the app store is to carefully examine other product in the category you’re targeting, find out what they miss and create the app with that in mind – in other words, fill the gap in the market. It’s also very effective to announce it beforehand and to give a free trial to influential bloggers in exchange for a review.
The nature of your business and your products and services are what should ultimately decide whether to create an application or not; if there’s a significant proportion of customers who use mobile devices (Androids, iPhones, tablets), then there’s probably a case for investing in app development. However, you should also consider the platform that your customers are mostly using, or to create apps for different devices if you have the budget – although, the new trends in app creation all go towards developing cross-platform applications, making apps much more cost-effective.
Being an SEO expert, Jeff knows that following new technologies and trends can have a strong impact on website visits; percentage of mobile users are increasing month after month, and he firmly believes that every webmaster, small businesses or big brands, need to adapt their websites to this audience. Jeff contributes to many websites and blogs, including Serijskiubojica.hr.