Is there an app for that? Websites vs apps – what’s best for your business?

Where would we be without websites? They’ve been around since the early days of the internet, and they remain the primary online presence for most businesses. Websites are accessible and versatile, and we probably can’t – or don’t want to – remember or imagine a world without them. 

Since 2007, though, when Apple launched the IPhone, apps have taken off. Quick, easy ways of carrying out specific tasks, some customers prefer apps, for some purposes. But which customers? And what purposes?  

Recently, we’ve been working with several clients who are thinking of creating an app, but aren’t sure what functionality it needs, or how customers and prospective customers are going to want to use it. We’ve also been helping brands improve their existing apps. 

So how do you decide if an app is right for your brand? And what do your customers, and prospective customers, want from your app? Will a well-designed user-friendly website do the job for you – or will an app help you rise above your competitors? 

Websites vs apps – which is better?

Of course, it depends on your objectives, your brand, and your customer base, but there are some clear differences between website and apps to take into account:

• Websites are flexible, accessible on a wide variety of devices and platforms, and don’t require installation. They’re generally more searchable and indexable by search engines, and tend to be more cost-effective too

• But websites don’t offer much device integration, for instance with a mobile phone camera or GPS, and they tend to function badly – if at all – offline

• Apps provide a more immersive and customised user experience, and often, they can work offline. Apps can make use of a wide variety of mobile device features including the camera, microphone and GPS. They also serve as a brand presence on your device, fostering brand loyalty and recognition

• But apps tend to be more expensive and more complex to develop and maintain than websites, especially if they operate on multiple platforms. The app store approval process can be lengthy, and there is an initial barrier to adoption since they have to be downloaded

Apps are more focused and transactional; websites offer more opportunities to wander around and explore. Some sectors lend themselves especially well to apps. In hospitality, customers want to avoid any stress, and a focused app can help them do that.

So now you know the benefits and disadvantages of websites and apps, and you can work within those parameters. But how do you decide if you need an app?

Do you need an app for that?

To identify whether you need an app – or indeed, what your app should do – begin with these key questions:

1. What transactions and task does a customer want to carry out with you? Do they need to make a booking, order or buy something? Could their purchase be made easier – and potentially more frequent – with an app to optimise the process?

2. Does your product or service benefit from an enhanced user experience, and does your target audience want one? You can more easily personalise the customer experience in an app

3. Does your customer audience skew young? Gen Z and millennials have the highest app usage of all generations, while Gen X uses apps less, and with a very strict objective in mind

4. What location-based functions are useful for your customers? Apps are good for directions, for finding a nearby branch, and enabling push notifications and offers to drive footfall

5. What added value could an app offer? What would be so helpful to your customers that they would interact with you via an app again and again?

In research, customers often tell us that they prefer apps. They find them easier to access (they’re immediately accessible - there’s no need to search); easier to use (fewer functions, done well, and you’re already logged in); and everything is in one place. That’s the kind of customer satisfaction that builds and loyalty and repeat purchase.

However, just because you have an app and the customer likes your brand does not mean they will download your app to take up valuable space on their phones.

You need to work hard to understand who they are, how they use your product and service and therefore why it would be beneficial for them to have a little piece of you permanently on the screen of their precious phone. 

For example, travel apps aren’t just for booking travel they should be helping the user plan their journey on the day – tell them if there are delays, remind them about what they need to take with them, and perhaps let them know useful information such as if it is a 6 am departure time where they can get a coffee or breakfast. 

It is the thoughtful understanding of how an app can help the customer take care of some of the overwhelm and stress that goes with going on a trip that more than returns the investment of downloading the app and it staying there!

Aviatrix - Experts in customer experience

We can help you identify what your customers really want and value, to inform if you need an app, and if so, what your brand’s app should do. We can also help you with an existing and how it can be improved now and in the future. Contact us for a no-obligation chat about your customer research needs.