Mobile apps are gaining traction as retail and marketing tools. As apps for smartphones and tablets proliferate, App Annie predicts that consumer spending on app marketplaces will reach $156.5 billion in 2022. Apps are becoming increasingly attractive to local small businesses.
Bars, restaurants, florists, hair salons, medical professionals, and all kinds of community-based products and services use apps to improve their customer experience. But does every business need an app? If you're thinking of investing time and money in creating an app, we'll detail the factors you need to consider.
How to know if you need an app
Mobile devices are rapidly growing in popularity, and people spend vast amounts of time interacting with mobile apps on their smartphones and tablets. According to Pew Research, approximately 97% of Americans own some type of cell phone, and 85% own a smartphone. According to a report from eMarketer, people across the country are busy tapping away at mobile apps, accounting for 88% of the time U.S. residents 18 and older spend on digital media.
The question isn't whether your company can benefit from your mobile app. Under what circumstances is it realistic to develop and maintain an app, injecting it with fresh content and engaging features that keep customers coming back?
Whether you develop a mobile app or not, it's important to optimize your business website for mobile devices. Google considers mobile page load speed as a key metric when determining a website's search ranking.
There are several factors to consider before deciding whether to apply the app.
what are your goals?
When considering developing a mobile app for your business, consider how you will use it and what exact features you will need.
A dedicated mobile app can help your current and future customers in many ways. You can introduce new entrants to your business and better serve your existing customers by promoting new products and services, special offers, loyalty programs, and other perks for in-store or remote commerce.
Mobile apps also serve as a constant, real-time connection with your customers. See business hours, find a location, get directions, see available products, and access other information you choose.
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A well-designed app will make all relevant information and services available to you with a minimum of taps. If your app doesn't make your customers' lives easier and add value, you're doing it wrong.
Who is your customer?
When considering creating a mobile app, identify your customer base and how likely they are to use the app.
Most companies seek broad customer appeal, targeting a wide range of ages from 18 to over 65. According to App Annie, younger users (ages 13-24) access the app more than twice as often as users over 45. However, if an app doesn't meet your needs, you may stop using it.
People over 45 prefer mobile browsers over apps, but when they do use apps, they tend to spend 25% more time in apps than younger users. These 25-44 year old users, who fall between the two ranges, are highly engaged with apps, especially retail apps.
How mobile-oriented are your customers?
Unsurprisingly, the same group of people who love smartphone apps and look forward to downloading new ones spend an astronomical amount of time playing with them. Younger audiences use apps every day and understand how they work. We consume a large amount of information while using mobile.
The appeal of retail apps makes users between the ages of 25 and 44 the perfect audience if you want to sell products online or promote your in-store experience via mobile.
People over 45 are used to using desktop computers and are less knowledgeable about mobile apps and how they work. Users are more likely to use your app if it has familiar features and an easy-to-use interface.
Word of mouth advertising is key when marketing to Millennials, also known as Generation Y. These users are more likely to buy from brands recommended by their friends.
What do customers want?
If you're considering a dedicated app, keep in mind what your customers want. According to Heady's data, customers not only trust apps that offer a convenient and easy-to-use interface, but also those that offer better prices and promotions not found on other platforms such as the company's website. .
The report showed that younger consumers (ages 16 to 34) are more likely to choose apps for personalization. Meanwhile, people with annual incomes of less than $50,000 are more likely to prioritize apps that integrate the use of mobile wallets for payments, such as Apple Pay and Google Pay.
How will the app improve my current website?
When comparing mobile websites and apps, mobile apps are easier and more convenient. Dedicated apps help you maintain your current online presence, even if your website is designed to be mobile-friendly and responsive, allowing you to easily move from desktop to mobile browsers and back again. can be utilized.
A website that provides general information about your company is as essential as a telephone. Also, like a phone, customers must expend effort to use the phone, such as searching the home page, bookmarking a site, or accessing specific information. Even the easiest-to-use mobile website is more complex and time-consuming than a mobile app.
Apps are mobile in nature. Because you don't have to adapt to another format, you can address more pressing customer-centric concerns. According to VWO, an A/B testing tool platform, users prefer mobile apps over mobile websites. That's because it offers more personalization and efficiency, along with features like notifications, offline mode, and faster loading times.
What is your strategy for building apps?
Once you've decided to build an app, the next step is to strategize your approach. Can I create an app using a ready-made app builder, or do I need to hire a professional mobile app developer to create one from scratch?
App builders include AppMachine, BuildFire, GoodBarber, and Shoutem. These tools are great resources for those who take the time to learn and use them. Designing an app using software is not particularly difficult, but it is time-consuming. This may not be something you have, especially if you run a business. If so, consider tapping into some additional expertise to lend a hand.
How much does it cost to build and maintain an app?
Depending on whether you hire a mobile design and experience company to custom design your app or a do-it-yourself app maker, you can expect to make some cash. It's difficult to generalize the requirements of a wide range of businesses and apps, but there are some generalities.
- DIY service: DIY services are inherently low cost and can provide exciting and professional results. Most services charge a monthly fee of $20 or more, depending on the app, device, and marketplace. Prices may also include hosting fees and app store placement. Make sure the company you choose is prepared to meet the regularly changing requirements of app stores like Google and Apple.
- Professional developer: Prices vary widely, but app development in the US ranges from $50 to $250 per hour. According to startup product development team SpdLoad, developing a simple app can cost up to $60,000, but developing more complex apps can cost him six figures. Businesses also need to consider budgets for updates and marketing, which can be even more expensive for apps that require backend servers or integrated APIs. Building for both iOS and Android platforms also increases costs. The more features, complexity, and platforms you include in your app, the higher the price.
- Hybrid approach: A hybrid approach can also be used to save and improve professional outcomes. Start with a DIY app maker, but be sure to use one whose company also offers in-house services. This way, you can first come up with a basic wireframe for your app and then hand it off to experts to provide advanced specialized functionality. A hybrid approach is more expensive than doing everything yourself, but cheaper than having an app company design it from scratch.
What you need to know when developing an app
Mobile app development is an ever-changing landscape. Changes and new considerations occur approximately every six months as new operating system versions with unique features are released.
Some Android and iOS updates may change app behavior. Staying on top of updates and new developments is important to avoid incompatibilities and cybersecurity issues. Please note that mobile app updates are costly.
6 important steps in app development
No matter what project you want to accomplish, there are six important steps in the app development process. Breaking down your project into these simple steps will help you develop your app quickly and efficiently.
- idea: Understand what problem your app solves, who you're targeting with it, why its features are important, and whether a similar app already exists.
- design: Create an interface that makes it easy for users to interact with your app.
- development: Write code for your app, develop your code, and start preliminary testing.
- test: Determine the quality of your app, spot defects, and learn what can be improved.
- launch: Once your app is bug-free and ready, publish it to a marketplace like the Apple App Store or Google Play Store.
- marketing: Create a marketing strategy to get users to download your app and provide feedback to improve user engagement.
Consider your app's purpose and budget
Your own dedicated smartphone app could be useful for small businesses. Many users are already enjoying the ease of mobile shopping. The popularity of the mobile space means that many customers are eagerly awaiting your app. It’s up to you to provide them with the service and user experience they crave.
But no matter how much you want to create an app, it's only worth developing an app if it provides a good user experience. and We have a budget for long-term maintenance.
Jackie Dove contributed to the writing and research of this article.
