A mobile application is a software that can be downloaded, installed and executed on a mobile device, whether smartphone or tablet and that offers the user many services, whether for entertainment, productivity, among others. By having at hand an alternative to facilitate my daily tasks whether, for home, study or work, the mobile devices’ apps facilitate day-to-day tasks and allow me to do almost any activity anywhere.
Why use mobile apps?
The trend of using mobile applications today has grown rapidly, making it easier for people to be in contact with others and consult information at any time overcoming the distance barrier and becoming the main tool to be connected to social networks, the Internet and business networks. The apps, increasingly important and are essential for our daily life by providing multiple functions that offer a user experience, efficient and more complete, by incorporating elements such as video, sound, images, text, geolocation, among others.
Today, there is no longer any doubt about the importance of having a site accessible by mobile that is responsive or dedicated. However, do you know the benefits of a mobile app compared to a mobile version of a site?
According to Google, “consumers consult their phone 150 times a day”, what they call “micro-moments.” Thus, each of these moments is an opportunity for a brand to influence the decisions and preferences of customers.
Let’s go for the ten benefits of a mobile app.
1. Increase the brand’s or company’s reputation
Having an app, although it is becoming more and more common, makes your company or brand a modern player and close to your consumer. Launching a mobile app is more about your brand than launching a new site. This is all the more true if the latter is innovative and uses connected objects for example.
2. Retain the customer
What is the object we always wear on us? Our smartphone, of course! And yes, having an application allows consumers to see your brand every day on the desktop of his phone … Because of this proximity, it makes it a very good relationship marketing tool.
3. Improve accessibility
Web sites 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 display, we select the most suitable features for the mobile and we work ergonomics. A mobile application is not a copy-pasted site but must bring a new experience.
The standardization of the interfaces (with the material design of Google for example) also allows a quick start of the application.
4. Send push notifications
While the open rate of marketing emails is at its lowest, that of push notifications is more than 90% with a conversion rate 4.5 times higher. Sounds, vibrations, banners or pellets, the choice is wide to attract the attention of the mobile user. Attention, all the time not to abuse it, you have to be there at the right moment.
5. Building Bridges Between Digital and Physics
Fashion is at the “click and collect” and the signs wish moreover to create a link between their on-line and off-line systems. So, after a store purchase, you can send a notification to the customer to rate the product or service on the dedicated app; thanks to the geolocation system, you can send targeted promotions to customers who are close to the point of sale …
6. Integrate the features of the phone
It is often forgotten but a smartphone is a connected object. Accelerometer, gyroscope, GPS, camera, NFC chip are great tools you can use within the application. The proposed features are then much more interesting than on a website.
7. Disconnect internet
An application does not always need to be connected to the internet or 4G network. 99% of people in the metro look at least once their smartphone. Take advantage of them to offer content that does not require a connection!
8. Relax consumers
The smartphone is often used in moments of relaxation, everyday life (getting up, eating, lying down …) and especially in the sofa at night. Indeed, the peak of mobile traffic and mobile application downloads is between 20 and 23h.
9. Allow easy opening
The human brain prefers images to texts and therefore people never retain the exact URLs. Everyone goes through Google a search engine to access a site. With an application, no need to remember URL and it is accessible quickly by clicking on an icon easy to remember.
10. Make money
It is possible to monetize the app that tonight by advertising, buying the app, in-app purchases, premium service …
However, it should be noted that a mobile version of a site remains essential. Indeed, on an e-commerce platform, not having this version amounts to closing the site for 2 days a week. Finally, even if to emphasize it once again: an application must not be a true copy of the site but must bring a new experience and new features adapted to the mobile.