Mobile Website or Mobile App – that is the question…
That the future is mobile is well established. Google predicts that 50% of web traffic will be on mobile by 2013. And according to researchers Kantar, half the UK population now owns a smartphone. Add to that the sales of iPad and the launch of the Google Nexus 7 tablet and its easy to see that your audience will no longer be tied to their laptop.
But what should you do about this? Do you invest in a dedicated mobile website? Or should you opt for an app? Google with its agenda to promote mobile search is pushing mobile websites. Apple which makes squillions from the app store… well it’s keen for you to create an app for your business. Here’s our view…
Mobile Websites – a great place to start
First, what is a mobile website? It is a version of your existing website that is optimised to work on a mobile phone. It will have fewer images, usually shorter and sharper text, perhaps fewer pages – and if it has been developed well navigation that is easy to use from a phone held in one hand on a moving train.
Next, do I need one? This is an easy one. Google Analytics – the tracking software behind most websites – will tell you how many visitors come to your website on a mobile. If more than 10% visit on a mobile, then you need a mobile website. Not convinced? Then try visiting your existing desktop website on a smartphone while standing on a train. If you have to scroll around to find navigation or do searches, then you have your answer – how long will a visitor bother to do that?
Finally, what are the benefits? Mobile websites work across all smartphones, they are Google friendly and help improve your search engine performance. Visitors who use smartphones are more likely to engage with your firm when they get to as mobile website – filling in forms, spending longer on site and, critically, hitting the call button.
So Mobile websites are great, but what about apps…
Mobile Apps – get clients to take you with them on their smartphone
First, what is an App. It is a small application that you download to your smartphone and, in theory, use every day. For example, the app “percentalator” is a great tool if you have to calculate percentages every day; it is useful, practical and not only is it downloaded but it is used.
Next, do I need one? It is great to have an app that someone downloads and uses everyday. Every time someone wants the latest tax rates or employment news or salary survey updates – they click on your logo for information. The trick is to create an app that people actually want to use. There are over half a million apps to choose from – so the trick is to create something that is useful for your audience.
Finally, what are the benefits? Once someone has downloaded your app and started using it – you are in their pocket everywhere they go. You become a trusted name and source of information. You may well need to develop an app for multiple platforms – iPhone, iPad, Android, Blackberry, Microsoft – which is more expensive than a mobile website. But if you have the right content or idea then an app will be perfect.
So Mobile Website or Mobile App? Mobile website almost definitely – check out your Google Analytics for the answer. Mobile App – if you have key information or a calculator or something unique to offer; create an app.
Categories: Recruitment, News, Mobile Web, Legal, Accountancy
Added on 18/7/2012
Author: Mike Fieldhouse