Do You Really Need an App?
Companies are buying into the idea that you need an app. Are they right?
While apps are widely seen as the next level for most companies, when your boss asks if you should consider developing one, the short answer is that you probably don’t need it, so long as your site is friendly enough for mobile users.
Don’t believe me? Let’s look at the numbers.
Lots of apps, little use!
If your phone’s screen is crowded with apps that you never actually use, know that you’re not alone. According to a 2014 report, U.S. smartphone users access close to 27 apps per month—but most app usage (70%!) is concentrated among the top 200 most popular. Perhaps more surprising, though, is the number of apps most users download each month: Exactly none, despite the app store boasting over a billion choices.
That means that there are a lot of apps out there being developed and designed and shipped to market but never being used. Which is great for app developers—and can be great for companies, if it makes them really take a hard look at their products and how they want to serve their clients—but not so great if, upon the launch, you realize you’ve built something that no one will use.
What’s behind the app neglect?
The number of apps that people typically access per month has remained relatively flat for years, while mobile browsing has only ticked upwards. What’s behind the disconnect?
Quite simply, this is because most companies don’t really take into account how their users access their content.
Users don’t like to click around from one product to another unless they’re doing it for very specific purpose—i.e., you go to Instagram to look at photos, you go to Twitter to check the news, and you go to Facebook for everything else. Maybe you also have a newsfeed app, or a particular app for a publication you like, and you probably have a calendar and a few other productivity apps.
But as far as online shopping, reading content, and seeking services? That’s probably all done in your browser app, and it’s unlikely that you’ll click outside of that. That means that, if you’re trying to decide whether an app is right for you, you have to consider how people already find your content, and how they interact with it once they’ve got it.
How to establish user interaction
The first question to ask is: What do users do with your content? If they primarily read blog posts, your top priority should be a site that looks good and works effectively inside a mobile browser. However, if you offer another kind of service—something that involves a lot of multi-media, like videos or podcasts, it may be useful to have a hub that connects all of those.
Second, look to see where most of your traffic comes from. If your analytics reveal that the bulk of your click-throughs come from Facebook or Google searches, it makes sense to keep them inside that atmosphere, and again, prioritize mobile friendliness. But if you notice that most users are going directly to your site for their needs—particularly for ecommerce—a simply app that makes online shopping easier could help capture more information and increase conversions.
Regardless of whether or not you decide to spend the time and energy on an app, it’s important to ensure that the products you do have are already performing at maximum capacity. That means an online experience that works regardless of screen size—and one that is actively serving your best content, products, and services.
Make your site mobile-ready
efelle creative is a Seattle based web marketing firm that specializes in website design and development, website content management, search engine optimization, and other online marketing services. Since 2005, efelle has worked with hundreds of businesses to help them with their web development needs. Call us at 206.384.4909 or fill out our online contact form to get in touch with a custom web design specialist.