An effective website is an integral part of any successful marketing strategy. It is a bold statement about who the company is, the products or services it offers, and how to purchase them. However, as a business grows, the owners will want to give proper consideration to whether it is worth setting up a mobile app.
The decision to develop a mobile app mainly depends on how many customers the business regularly engages with. If the company doesn’t have a large number of customers, i.e thousands, then a mobile app will not be necessary.
In this blog, we consider the advantages and disadvantages of developing and building a mobile app. So let’s drive straight in and discover the advantages?
Advantages of a Mobile App for your Business
- Direct Marketing Channel
Mobile apps provide an easily accessible method for customers to browse and purchase products from you which should increase sales volumes. Retailers typically experience 15% growth in sales with the introduction of an app. In addition, you have a direct marketing channel to customers through push notifications. You will then be able to tailor what you’re pushing out to each individual customer from the insights gained on the app.
- Brand Awareness
With a mobile app it is much easier to promote brand awareness and make deep connections with users from all demographics. A mobile app can facilitate brand promotions in a persuasive way, keeping users engaged and creating higher conversion rates.
- Loyalty Incentives
Incentives are a proven way to ensure repeat business while building brand loyalty. Continually returning customers should receive these benefits to create a need/desire for them to return. With a mobile app, you are able to create unique loyalty incentives that reward users the more often they return to your app.
- Customised User Experience
It’s much easier to create a customised user experience for each visitor when you have developed your own business mobile app. For example, you’re able to choose the amount of call to action buttons you use along with your website’s aesthetic design, menu layouts, and so on, it can all be tailored to your desired effect.
Disadvantages of a Mobile App for your Business
So now onto some of the disadvantages of a mobile app. These can sometimes outweigh the benefits for some businesses, bearing in mind that apps can cost a lot for a business to maintain and develop when trends change, which can be very frequently.
- Data Analysis
You will need to be prepared to deal with data analysis because by having an app for your business you’re signing up for tracking, analysis, and more analysis. Mobile apps might be a trendy new sales avenue to explore, but to make your app competitive and running at its best you will need to analyse and utilise all the data you collect through your app which takes a lot of time and energy.
- Complex Development Process
The development process of your app can be complex if you decide to do everything in-house which naturally business owners prefer to do in order to keep costs down. Technical issues such as bugs need to be fixed prior to launch, design elements must be consistent, and everything behind the scenes needs to work in order for customer-facing features to function properly. Once you’ve launched your mobile app you have maintenance, bug fixes, and software updates, all of which will be costing you time and money.
- Significant Investment
Mobile apps are expensive. They can cost from a few thousand pounds to upwards of half a million. That’s right, bigger companies like a bank may spend £500,000 or more for a mobile app depending on functionality. Even at £10,000, a mobile app can be a significant investment for lots of businesses, especially in this uncertain climate.
- User Error
If there is a possibility of breaking your app somehow, someone will, so to ensure every single thing works smoothly user error testing is vitally important. Development is key in this also, there’s no point painting over a crack in a wall, knock it down and build it again properly, you’ll reap the rewards.
So, is a Mobile App Right for Your Business?
The answer is “maybe.”
A mobile app could be the solution you need to access a new revenue stream while communicating more directly with customers in a unique and customised way. On the other hand, a mobile app could cost you too much and fail miserably, so really it’s down to the size of your budget, the competition, and the industry.
Websites still provide a branding and promotion opportunity along with a familiar way to navigate around, the ease of navigation on mobile apps can sometimes be tricky and can make the difference between a sale and a missed opportunity. Maybe a mobile app isn’t right for your business, regardless of how quirky it sounds or how cool it looks. Weigh your options and do your research before you invest in a mobile app, or you might regret it in the long run.