Mobile Apps vs Websites

In an ideal scenario, brands would have both a mobile website and mobile app in their marketing arsenal. However, due to lack of resources in place and the cost of mobile app development many organisations choose to make a mobile website only.

A mobile app is software application designed to run on a mobile device such as a phone, tablet, or watch (usually installable on a mobile operating system such as Android or iOS).

Mobile websites on the other hand are accessible via a mobile device such as a phone or tablet on a web browser, such as Google Chrome, Safari or Firefox.

Discussed below are the distinct advantages of both of these tools.

Benefits of a Mobile App

1. Utilise Device Features

A mobile app can get permission to use the internal capabilities and features of a mobile device. For example, an app can allow users to take pictures directly, send push notifications and alerts with vibration.

And while mobile websites can allow websites use location services and file explorers if permission is granted, these settings are often wiped after cookies/cache is cleared regularly.

Similarly, well designed apps tend to be faster than the mobile website counterpart, as less downloading is required. These faster loading times ultimately help greatly reduce cart abandonment rates.

2. Work offline

If intended by the developer, installed applications are capable of functioning offline. Data can often be saved offline on internal storage and updated when reconnected to a network.

Allowing features to be available while offline provides users with greater functionality over an unloaded mobile website page.  While some mobile web browsers allow users to download pages for offline use, functionality is very limited compared to a mobile app.

3. Higher Conversion Rate

Mobile apps allow more flexibility in design and personalisation, which in turn helps improve the conversion rate when compared to a mobile website. Research indicates that on average, mobile apps convert at a 157% higher rate than their mobile website counterpart.

If your brand has a major focus on eCommerce, having a mobile app in your digital strategy may be one of the main methods of increasing the conversion rate and improving sales figures in the long term.

Benefits of Mobile Website

1. Easier Access

Research indicates that globally, 68.1% of all website visits in 2020 came from mobile devices. With a web browser available on every smart device, access is far easier than having to download an app.

Your mobile website will also have far greater reach than a mobile app which often has to be searched and downloaded in either Google Play or Apple’s App Store, creating barriers for customers.

2. Search Engine Optimisation

Search engines such as Google and Bing favour mobile websites when it comes to Search Engine Optimisation (SEO). In recent years Google has boosted mobile-friendly website ranking in search results.

Ultimately, a higher page rank on search engines will have multiple benefits for your organisation. More clicks on your website will translate to better visibility, brand recognition and increased website traffic.

Search engines often can’t crawl in-app content, giving mobile websites a distinct advantage in this category.

3. Cost Effective

There’s no denying that website development is a cheaper alternative to app development. Low-cost website building platforms such as WordPress or Wix, along with eCommerce solutions such as Shopify can allow those without any programming or coding experience build a functioning mobile website.

App development on the other hand requires experienced programmers familiar with Android or iOS development to be able to produce a high-quality mobile application for your brand.

Are you preparing to alter your mobile customer experience in 2021? If so, contact us today on +353 1 8041298, or click on the link below to be brought to our contact form.


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