Improving mobile user experienc
e: Say NO to mobile apps!
The mobile app bandwagon rides into town, with all its bells and whistles, and suddenly everybody wants one for their business. STOP RIGHT THERE! Before you wade in, high off of the fumes of the enormously downloaded, but ultimately pointless Zippo branded app, ask yourself whether your organisation really needs one. Will it add any value to your business? Will it improve their mobile user experience? The answer is probably not.
The scramble to get apps out there, as they’re seen to be the must-have accessory of the mobile age, has sent good business savvy fleeing for the hills. Too many are swayed by the desire to be one of the in-crowd, an eagerness latched on to, and exploited by the wily words of rogue development agencies.
Aside from initial time and cost – A native app would need tailoring to suit each platform it appears on – there are other factors that suggest a mobile website might better suit your purposes.
- 85% of branded apps go unused– Are your users/customers/prospects going to benefit from an app. Ask yourself what mobile user experience they might expect when engaging with your brand. Does it warrant the long-term commitment of an app, or will it be better served by the more flexible, website “hit-and-run” option? If there’s no audience for an app, building one won’t change that
- Maintenance and updates – Apps need maintaining and updating if they’re to offer any sort of value to the user. Is this an extra burden your digital team can cope with?
- Search traffic – An app is limited to existing customers, while an optimised mobile website brings in new traffic via web searches. A cool 80% of UK mobile users are using search engines for research purposes, with 66% of smartphone users looking to make a purchase decision within a day of this
- Responsive Web Design – A native app is limited to the platform for which it has been developed. A website using Responsive Web Design will automatically format the UI and content, to deliver a seamless mobile user experience across all devices
Big brands have all been eager to mount the supposed mobile application cash-cow, with varying results. For every useful app such as the iFood assistant (Kraft), there’s a bottleneck of useless ones, such as the aforementioned Zippo app – which was free, and despite its mass adoption, probably had no effect on lighter sales – or Greggs’ Taste Rescue Centre, which scans your tongue (?!?) but does little else.
One answer to the question of whether you need an app or not, is to put together an internal team, specifically geared towards meeting the challenges of mobile. Setting an effective and scalable strategy in place, as opposed to jumping in size tens first, will guide your organisation through the peaks and troughs that the future of mobile will throw at it.
The platform may still be one in its relative infancy, but mobile is going to be around for the foreseeable future, and beyond.
Whether you choose a mobile website or an app, find out how we can ensure the best mobile user experience. Contact us today!
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