When Responsive Websites May Not Be Enough: Why You Need a Mobile Business App

Mobile usage shows no signs of slowing down. Many web design and development agencies encourage clients to deploy websites using a responsive design in place. For those in need a refresher, a responsive website is a design approach based on fluid grids and CSS3 media queries. A responsive site's layout will change based on the size (height x width) of a device. For example, when viewing a responsive site in a desktop environment, a user might see 4 columns of content. If the user looked at the same site on a tablet, the site will display the content in 2 columns or, a phone with a one column display. 

 

a Responsive site, or Mobile App?

It's more than fair to say that deploying a responsive website can help capture mobile traffic. However, recent studies about the way that mobile device users actually use their phones and tablets suggests that a responsive website may not be enough. GeekWire published a study on the way that mobile device users spent time on their phones and tablets: 

• Average Americans spent 162 minutes a day using their mobile devices. 
• Over time, this average has kept increasing by a few minutes each year.    
• These mobile users spent 86 percent of their time with mobile apps and 14 percent of their time using an internet browser.  

 

Consider a Task-Oriented Design Approach (it's UX TOO!)

To truly engage today's mobile device users, it helps to have a mobile, business-focused app. Business apps generally share similar trait, they're task-oriented. A task-oriented approach is different from responsive web design. A response approach generally focuses on a single solution that will scale to most device. In a task-oriented approach, the focus is placed on well, tasks and how the users engages and completes them. A task-oriented approach is an effective solutions for business apps. Experiences can be tailored and customized to the device in which digital experiences are being delivered. Naturally, depending on the scope and goals, each project will have unique needs and those needs will ultimately shape the end-solution. If mobile device users spend most of their time using apps, doesn't it make sense for businesses to provide one? Indeed, business apps for mobile devices can help businesses grow by improving brands and giving a business a better connection with their customers. Nobody suggests that it's a bad idea to have a website that functions well in mobile browsers; however, it's fairly obvious that limiting a mobile platform to just a responsive site leaves a lot of opportunities untapped.   

Mobile Apps Build Brand Recognition and Brand Image

A mobile app can benefit a brand in several ways, such as:  

Brand Visibility

Companies can increase exposure by including their apps in app stores and promoting them on their social media networks and company blogs. Apps help companies expand their mobile platforms and generate more content.   

Brand Image

The appearance of a branded app logo on a user's phone helps companies remind phone users about their brand. Every time a user sees the application's icon, a company gets to reinforce their brand.   

Brand Experience

A quality app that provides users with a good experience helps improve a company's image. Of course, companies need to provide user-friendly and useful apps that phone users are likely to want to use.      

Mobile Apps Help Attract and Retain Customers 

Experienced developers are able to create applications that offer users a truly custom experience, and one that's difficult to duplicate with a mere website. Navigation, features, and appearance may all get tailored to a unique business and marketing strategy. Apps can also use all sorts of rich media to help engage people. The longer that people use the app, the more likely they are to buy from a company and keep buying from that company.   

Why Doesn't Every Company Have a Mobile App? 

Owners and managers of small businesses may believe that only larger companies need or can afford to develop their own applications. However, this perspective might be limiting the growth of those small businesses. Also, getting at least a basic application developed might be more affordable than small business marketers think. As apps have become so popular, they have also become faster and more affordable to build. In addition, companies of all sizes strive to increase their brand image and engage customers, and these are tasks that good apps can do well.  In any case, businesses that don't have their own business app may be losing customers to competitors that do. These small businesses might ask if they can really afford not to develop their own apps.