Choosing the Right Digital Platform: Website or Mobile App for Your Business?
In today's digital landscape, choosing between a website, a mobile app, or a combination of both has become a pivotal decision for businesses aiming to thrive online. Both options offer distinct advantages and play a crucial role in shaping their digital presence.
While some might think choosing one over the other is the way to go, the two are not mutually exclusive. In fact, many industries such as banking and retail, make use of both platforms to establish online presence and further enhance the customer’s digital experience.
Matching business needs with the right platform is important, as it ensures that resources, budget, and efforts are effectively and efficiently channeled towards specific business objectives. By doing so, companies can maximize their potential for success and allocate their resources wisely.
Websites – Features & Benefits
Online presence and accessibility
Having a website will establish a strong online presence and is an essential asset to any business, regardless of the industry. According to studies, 76% of consumers look for a company's online presence before visiting in-person. Being online increases visibility of the business' offerings through search engines which, in turn, increases organic traffic and can potentially lead to conversions. In addition, having an online presence makes it more compatible across different devices regardless of the operating system or device being used.
Information hub and credibility
Websites allow businesses to showcase vast amounts of essential information to their audience. A well-designed website enhances credibility, builds trust with potential customers, and demonstrates a professional image. In fact, studies show 75% of people judge a company’s credibility based on its website. Regardless of the industry or their offerings, any business can greatly benefit from a platform created to share information and increase credibility with actual and potential customers.
Lead Generation and Conversion:
Websites also enable capturing visitor information through contact forms or lead generation mechanisms. This helps businesses generate leads, nurture them, and convert them into customers. They also facilitate e-commerce functionality, allowing businesses to sell products or services online.
Mobile apps – Features & Benefits
Enhanced User Engagement and Personalization:
Mobile apps provide a more personalized and interactive experience to their users through features such as user accounts, account preferences, and in-app customizations. This allows users to receive tailored content, recommendations, and notifications based on their behavior.
Additionally, mobile apps can enable m-commerce – a subcategory of e-commerce typically defined as the buying and selling of items and/or services via mobile devices. Some examples of m-commerce apps include mobile banking apps, in-app purchasing, virtual marketplaces, and digital wallets.Offline Functionality and Accessibility:
Mobile apps can offer access to certain content and features without an active connection to the internet. This feature is highly beneficial in cases where internet connection is limited or nonexistent.
Utilization of Device Capabilities:
Leveraging on the fact that they are installed within the device’s operating system, mobile apps can make use of the devices’ capabilities and features to further enhance the user experience. These features include camera access for photo and video capture, GPS for location-based services, push notifications – which allow for real-time updates – calendars, contacts, among others.
But how can you choose which one is right for your business?
Choosing the right digital platform for your business – whether it is a website, mobile app, or both – will depend on several factors. The alignment of available digital platforms with your business strategy will greatly determine the platform that is right for your business. Here are some factors that will help you make the right choice.
Business goals:
Evaluate your business goals. If the business’ goal is to provide users with vast amounts of information, have an online presence or engage with a broad audience, you may want to consider a website. On the other hand, if the goal is to provide users with a more engaging and personalized experience or leverage the device’s capabilities, you might want to be more inclined to a mobile app.
Target audience:
Consider your target audience’s geographic, demographic, psychographic, and behavioral variables. Rely on studies to determine if your target audience is prone to use one digital platform over the other.
Functionalities and Features:
Using the features and benefits presented earlier in this article, evaluate which features your business can leverage the most. If you believe your business can benefit from search engine visibility, or information dissemination, then a website might be better aligned. However, if your business might benefit from using the device’s capabilities such as camera, GPS, and push notifications, a mobile app might be the way to go.
Other factors that might help you decide the right digital platform for your business are budget and resources, user experience, competitive landscape, among others.
In conclusion…
The choice between a website, a mobile app, or both for your business is a significant decision that can shape your digital presence and enhance customer experiences. As mentioned previously, it is important to recognize that these platforms are not mutually exclusive, and many businesses benefit from having both. In fact, websites serve as a crucial first step in establishing an online presence, while mobile apps can further enhance user experiences and cater to specific business needs.
Regardless of the chosen digital platform, it is essential for every business to have a website as a foundational element in the digital world. An app should be considered if it aligns with your business needs, goals, and target audience. By strategically selecting the appropriate platform(s) and utilizing their key offerings and benefits, businesses can effectively leverage digital technologies to drive growth, increase customer engagement, and stay ahead in the competitive landscape.
If you are not sure which platform is right for your business or want to get the most out of your current platforms, feel free to contact us. We are happy to help!
