People who aspire to boost the success of their businesses need to stay on top of technological trends as well as the industry in which they operate in. In today’s generation of mobile users with short attention spans, it’s important to let people take notice of your company through their tablets and handhelds.
The question for many business owners who want to capture the ever-lucrative mobile market is this: Should I turn my business responsive website into an app?
Responsive Website to an App
Webflow.com describes an app as “a self-contained program or piece of software designed to fulfill a particular purpose.” An app is basically a program tailored for a particular service, which a traditional website may not be able to do.
Although it is believed by most people in business that developing their own app is a way to stay on top of everyone else, this may not be the exact solution to building your business in your market.
Websites and apps serve different purposes. While apps work to provide one particular purpose, websites deliver more than one function in terms of basic information about the business, its roots, range of services, store location, and more.
In other words, when it comes to providing quality service for your clients, you may be better off having a responsive website than developing an app.
Why Switching to an App May Be Irrelevant
While apps are useful in one way or another, it may not be what your target audience is looking for. Apps are only useful in two scenarios:
Your business is a recognizable brand
Pepsi, for example, developed an app wherein its users can access rewards upon purchase of its products. The app serves this single purpose and it is not a condensed mobile version of its website.
The app in question is the core of your business
Snapchat’s function of creating Stories from pictures and videos that disappear in 24 hours is a service that is available on the app alone and not anywhere else. Snapchat is basically a business in an app.
Do not be blinded by the success of such big names to the point where you think you need to conform in order to achieve that level of success. Unless your app has an original function (like Snapchat or Instagram) or your business has considerable recognition (like Facebook or YouTube), it is likely that your app is not going to do too well in the ranks of the app leagues.
The Volatility and Temporariness of Mobile Apps
About one-third of smartphone users download apps and most smartphone users use 6-10 apps on their phones. The average holding rate of an iOS app on a smart phone is 3.2% 30 days after download. This means that only 3.2% of people who download your app will keep it on their phones a month later.
Unless your app is extremely useful to your target clients more than the competition, expect your app to be forgotten by your desired market.
Why You Should Invest in Responsive Web Design Instead
When it comes to looking for business services, people usually go to their browsers instead of the App store or Google Play. That is why investing in responsive web design reaps more benefits over developing an app. It makes you searchable on the Internet with search engines listing your business site as one of the choices for search users to click on.
Apart from that, a responsive web site provides your clients with high quality user service for all devices. This allows easy access and functionality for the user, regardless of what mobile device is in use.
Although it may appear that moving from a responsive website to an app for your business would be a good idea, maintaining a responsive or mobile-friendly website may bring you more benefits and improve brand recognition in the long run.