Today, smartphones make up 80% of the devices used to search the Internet, and tablets – 47%. For any business, in almost any industry, it is recommended to have a mobile marketing plan. But when it comes to it, most can’t choose between mobile websites and mobile applications.
Below will help you highlight the differences between mobile websites and mobile apps:
The site has more features than the application
The beauty of the twenty-first century is that sometimes it is difficult to distinguish the difference between effective and just lazy. We want more results with less investment. Visiting websites requires less work compared to downloading and using applications. In fact, attachment to websites comes with a sense of trust. Users need to know that they can find the right product information on these sites.
Conversely, trust doesn’t really apply to applications, thanks to developers who sometimes make decisions not to take into account some of the users’ expectations. Therefore, in general, the site is targeted at more people because, firstly, it is the easiest option and, secondly, there is more communication in the expectations between the developer and the user.
Applications are a win-win indication for marketing success.
The main element here is the reliability of the applications and the operating system on which they are running. While applications need to be downloaded and installed, websites only need one browser. Although a browser is also a kind of operating system, things are much simpler here. For an average Internet user, it’s the same application as any other.
Modern browsing has almost reached its true purpose; it does not involve text input, instead it includes links that open new pages in new tabs. And that creates problems with browsing and websites. If you’ve just run a marketing campaign and noticed a rise in visits to your website, it’s not always a success.
Client applications are more expensive (fortunately, there are cheaper options).
The most unpleasant thing about applications is that they must run on more than one platform. Frankly speaking, you will pay your developer extra money for the same app for IOS, Android, Windows and other operating systems. And if you decide to share the burden of costs with the consumer, then expect a decrease in demand. So it’s a kind of flaw that you can’t fix.
Websites offer you a passive approach to sales, while applications provide more active management of
To get any information from the websites, you must visit them. If someone does not visit your site, there is little you can do, optionally, to advertise or send emails inviting them to your website. Therefore, this is mainly a passive marketing approach. In applications, you can use pop-up messages that are offered in a directory.
More importantly, depending on the platform, applications are able to launch themselves and make offers to users. This can be a huge advantage when you offer a product that is in high demand.
Websites are good at finding customers, while applications are good at retaining customers.
Sites are a great option for finding new customers, given that they can be better optimized for search engine rankings, and you can create common links for all sites on social networks and forums. If you want to attract new customers, it is reasonable to assume that they would rather buy from a website than download a special application they may not even know about.
It is up to the customer to choose whether or not to return to your website. There’s not much you can do other than send promotional emails that are marked “promotions” in their gmail. And the magic of applications is that they are right in front of the user’s eyes, waiting to be clicked, and work more efficiently.
Customers spend more on websites
According to the survey, a customer spends $1 on websites for every 42.7 cents in an app. This proves that customers are not willing to pay for a product using a mobile app, while preferences are given to mobile websites.
Customers spend more in apps
Studies show that people who regularly use their smartphones for shopping prefer to use mobile apps. The number of transactions on mobile sites is much lower than on mobile apps. This may be one of the reasons why shoppers are willing to pay more on mobile sites; they don’t make frequent purchases and don’t know if they can get a discount.
A website is a directory. The application is a loyalty tool
If you are not sure whether you need a mobile app or a mobile website for your mobile marketing strategy, think about it again. Applications and websites are not interchangeable. The differences listed above should not induce you to choose one over the other. In fact, by pointing out the differences, we are only trying to help you prioritize and set reasonable expectations.
You also know that websites are better used to attract new customers, so you can bring customers to your mobile site, gain their trust and direct them to the application. You can create your own marketing strategy by using this list in the way that suits you.
What do most people pay attention to when it comes to discussions about apps and websites? On the one hand, websites can be best used as directories for products offered by the company.
If you are hesitant to choose between a mobile website or a mobile application, it is only natural that you should consider all the nuances. In order to create a successful mobile marketing strategy, it is important to consider how you relate your expectations and priorities to possible outcomes.
So, we have found that mobile websites and mobile apps complement each other, so we recommend that you have both. Mobile sites are suitable for finding new customers, while mobile apps are great for loyalty and customer retention. All this together creates a mobile strategy that will benefit any business.