It is a well known fact that we are spending far more time on our mobile devices and tablets than ever before. Smart phones have become so much faster and user friendly, thanks to improved processors and increased focus on user interface/usability respectively. Therefore, many people now have a limited need for a desktop computer.
As such websites now need to be built responsively, allowing the same site to functionally work across all devices and screen sizes. “Mobile first” is a methodology that is commonly used in web development to achieve two goals. Firstly, as mobile is the device of choice for many people, it ensures your largest user base has the best user experience when using your service. Secondly, as mobiles are often operating over 3G/4G (and more recently 5G) cellular networks, it ensures that images and content can be served smaller and at lower resolutions (if the device/network makes it appropriate) to allow a more seamless user experience. In addition, content is also streamlined so that the most important content is visible first. This is especially important when screen real-estate is at a premium.
Responsive websites are more suited to mobile devices, but it’s the full blown mobile applications that provide the perfect UI where every page is optimised for that device. At Untapped, we ensure all our websites are mobile friendly, but a website is still a product that is optimised for all devices. Nothing can beat a mobile application for the easiest use on a mobile device. In addition to a better user experience, another advantage of mobile apps when compared to a website is the familiarity and convenience that draws people in.
Most of us are guilty for mindlessly scrolling through our phones when we are bored. So much so that it is almost becoming second nature in the modern world we live in. One industry that nicely illustrates the advantage of having your consumers download your app is Retail, and for today we shall focus on the large retail store, Next. I have chosen Next as I have recently had my first child (Jaxon - the biggest bundle of joy in the world!) and therefore, continuously finding myself using the Next application. Especially when it becomes obvious that Jax has jumped a clothes size or two or is in desperate need of a new toy, bedding, the next stage rocker etc etc. I could instead google ‘pack of 6-9month baby vests’ and scroll through a selection of online stores, compare prices, to only end up on an unfamiliar site, albeit with the cheapest or most pretty designs, but find out in the end delivery is extortionate and could take up to two weeks to arrive.
Time is of the essence with a full time job and 5 month old, so good old familiarity and convenience wins majority of the time. One simply click on the app and, with me already being familiar with the user journey, I can order what I need in next to no time at all. Not only this, but when I am often procrastinating and mindlessly scrolling on my phone, I often see the app in passing and ultimately click and buy those bath towels or sofa cushions my partner and I have discussed several times but have often forgot to order.
Mobile apps increase the use of your service and increase sales, simply because they are more visible.