App is the abbreviation for a software application, and it is most often used in reference to a mobile app or a piece of software that runs on a website. There are close to a million apps each on iOS and Android app stores and with growing popularity, more and more businesses are investing in this type of software to help them with business growth, increasing sales, customer retention and branding.
Types of applications
Native apps
This type of app is developed for a single mobile or desktop operating system exclusively; therefore, they are “native” to a particular platform or device. A native app is compiled in a way that enables full access to the resources. It does come at a higher cost to develop, however, there is an advantage in their high performance and good user experience.
If you are aiming to build your business via your app it is important to have a monetisation strategy in place. You can monetise these types of apps by charging the user for downloading them or by providing ad space.
Non-native apps
Non-native apps usually have another digital layer in-between. This layer has to be native so that the non-native app can still run in the target OS. In the case of mobile apps, non-native apps are usually web-based and run in a WebView. Here, the WebView layer itself is native and the actual app running on top of it is not.
Hybrid apps
Hybrid apps are built using multi-platform web technologies (for example HTML5, CSS and Javascript). They are essentially web apps that have been put in a native app shell and are relatively easy and fast to develop, however they lack in performance.
The monetisation process is similar to other types of apps, wherein users can pay to download your app or get a paid subscription based on the type of personalised content they want.
Web apps
Web applications have similar features to native applications. They need a browser to run and are usually written in HTML5, JavaScript or CSS. These apps redirect a user to a URL and offer to “install” a program by simply creating a bookmark to their page.
They require an internet connection, which is a downside for user experience if the connection is poor.
Monetisation is mostly provided via advertisements or subscriptions. Once a customer subscribes, it becomes easier to increase revenue streams and grow exponentially. The user’s credit or debit card gets charged automatically, meaning the conversions and retention rates are higher.
Business growth through apps
Apps can be used in many different ways to drive business growth. Nowadays even small businesses can invest in building their own apps, whether it’s for internal or external use. Companies often benefit from outsourcing their app development, tapping into the knowledge and experience of authorities in the industry.
E-commerce
Mobile users spend 86% of their time[1] on mobile apps and just 14% of the time on mobile websites. By branching out into mobile apps, a business can generate new sales as potential customers can now purchase products through not only the browser but also the app. Blue Frontier can help you apply the same growth strategy to your eCommerce business.
Customer retention
Apps can greatly improve customer retention as they support building loyalty by improving customer experience. By incentivising the customers with loyalty programs, they are more likely to increase their orders and purchasing amounts, knowing they will be rewarded for it with gifts, discounts, upgrades etc.
Access to information
An app can provide an easy and user-friendly avenue for your customers to access information about your product or service. Furthermore, offering the customer the ability to perform necessary actions through an app such as booking a table, talking with an advisor, or viewing testimonials improves user experience. Mobile apps can be used to drive indirect revenue by simply making your content more accessible.
Internal benefits
Apps have the potential to help streamline information and improve communication within your company, saving your resources, time and money. Native or website apps can provide your employees with a fast way to process orders, complete timesheets, record inventory or access records. Businesses that struggle with operational inefficiencies can solve these problems and increase their growth by building a bespoke app.
Why customers prefer apps to websites
Studies have shown that customers prefer mobile apps rather than mobile-friendly websites [2].
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Furthermore, apps allow for better communication with users, with the aid of notifications and offer more personalisation. Customers are able to obtain tailored communication based on their interest, location etc., improving their UX. Mobile apps have the advantage of utilizing features of a mobile device like the camera, contact list, GPS, phone calls, accelerometer, compass and more.
Building an app
There is a common misconception that building an app requires a lot of time and investment and although that can be true in certain cases, it is not necessary. By working with professional app developers, you can obtain a highly functional, bespoke app with a previously discussed budget.
Marketing your app
Now that you have a fully functioning app all that's left to do is to promote it to your target audience. Blue Frontier offers a range of Digital Marketing services to support the promotion of your app in the digital landscape. Ads, social media presence and reviews can help boost traffic and conversions, which our experienced team can help you with.
Companies invest in different apps for different reasons; however, they are all looking for growth and improvement in their business. As you have learned from this guide apps can solve problems, improve sales and increase customer retention and they don’t need years of development or millions of pounds of investment to create. If you would like to build your own app, but you are lacking the experience or time get in touch!
References
- Spence E. The Mobile Browser Is Dead Long Live The App. [online] Forbes. Available at: https://www.forbes.com/sites/ewanspence/2014/04/02/the-mobile-browser-is-dead-long-live-the-app/#4215ecc614dd [Accessed 09 Sep. 2020].
- Deshdeep N.App or Website? 10 Reasins Why Apps are Better. Available at: https://vwo.com/blog/10-reasons-mobile-apps-are-better/ [Accessed 09 Sep. 2020].
