Today, there is no longer any doubt about the importance of having a site accessible by mobile, whether responsive or dedicated. However, do you know the advantages of a mobile app over a mobile version of a site?
Since 2016, the applications have continued to evolve. We have seen the emergence of PWAs (Progressive Web Apps) and other solutions dedicated to bridging the gap between web apps and mobile applications.
Let’s go for the 10 advantages of a mobile application.
1. Increase brand or company awareness
Having an application, although it is becoming more and more frequent, makes your company or your brand a modern player and close to its consumer. Launching a mobile app gets more talk about your brand than launching a new site. It is all the more true if the latter is innovative and uses connected objects, for example.
2. Retain the customer
What is the object that we always carry with us? Our smartphone, of course! And yes, having an application allows consumers to see your brand every day on the desk of their phone… Due to this proximity, this makes it a very good relationship marketing tool.
3. Improve accessibility
Websites are often designed first in their desktop version and then adapted to mobile by responsive design. Although “Mobile First” practices are being put in place to design new web projects, this does not yet concern the majority of sites, and we are very far from it.
So, when we develop an application, we think above all MOBILE! We synthesize the information to be displayed, we select the most suitable functions for the mobile, and we work on the ergonomics. A mobile application is not a copy and paste of the site but must provide a new experience.
The standardization of interfaces (with the material design of Google, for example) also allows rapid handling of the application.
4. Send push notifications
While the open rate of marketing emails is at its lowest, that of push notifications is over 90%, with a conversion rate 4.5 times higher. Sounds, vibrations, banners, or pastilles, the choice is wide to attract the attention of the mobile user. Be careful not to overdo it; you have to be there at the right moment.
5. Create bridges between digital and physical
Fashion is “click and collect”, and the brands want more and more to create a link between their online and offline systems. Thus, after a purchase in a store, you can send a notification to the customer to rate the product or service on the dedicated application; thanks to the geolocation system, you can send targeted promotions to customers who approach the point of sale…
6. Integrate the functionalities of the telephone
We often forget it, but a smartphone is a connected object. Accelerometer, gyroscope, GPS, camera, NFC chip are excellent tools that you can use within the application. The features offered are then much more interesting than on a website.
7. Disconnect from the internet
An application does not always need to be connected to the internet or to the 4G network. 99% of people in the metro look at their smartphones at least once. Take the opportunity to offer them content that does not require a connection!
8. Relax consumers
The smartphone is often used in moments of relaxation, everyday life (when getting up, eating, going to bed…), and especially on the sofa at night. Indeed, the peak of mobile traffic and downloading of mobile applications is between 8 p.m. and 11 p.m.
9. Allow easy opening
The human brain prefers images to text, and therefore, people never remember exact URLs. Everyone goes through a Google search engine to get to a site. With an application, you no longer need to remember URLs, and it is quickly accessible by clicking on an easy-to-remember icon.
10. Earn money
It is possible to monetize the application this evening by advertising, purchasing it, in-app purchases, a premium service…
However, we would like to point out that a mobile version of a site remains essential. Indeed, on an e-commerce platform, not having this version amounts to closing the site two days a week. Finally, even if it means repeating ourselves, we prefer to underline it again: an application must not be a carbon copy of the site. Still, it must provide a new experience and new functionalities adapted to the mobile.