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In 2017, nearly 70% of all media time was spent on smartphones, on either a mobile app or a website. Just a few years ago, having a website was the bare minimum for a business. In 2018, a mobile-responsive website is now the benchmark for success. As we move towards a mobile-first society, mobile optimization is necessary for customer engagement and retention. At the same time, we also see increased use of mobile apps by the public. So, what is best for your business? A mobile-responsive website or a mobile app?

Mobile Responsive Websites

Going with a mobile responsive website model has the following advantages:

• Content is being increasingly consumed on mobile devices over desktop.
• It helps site usability by improving the user interface and user experience, making it easier for customers to access your content. It’s important to ensure your content consistent across all platforms, including iPhones, Androids, iPads, tablets, and desktops.
• Google values mobile-friendly websites, so it helps search rankings (SEO) while decreasing your bounce rate for mobile traffic.
• Ideal for your social media marketing efforts on Facebook, Twitter, Instagram, etc., especially if you’re driving traffic back to your website.
• Mobile ecommerce is on the rise. People are getting more comfortable completing shopping orders on mobile devices. Look at the latest stats from Black Friday and Cyber Monday from 2017.
• Improves email marketing campaigns that direct traffic to websites, if the user opens emails on their smartphone.

Not sure when it’s time to take mobile engagement one step further? Here’s why a mobile app is better than a website for brand engagement, and when it’s time to upgrade.

Mobile App Advantages

• Apps are faster than websites.
• Apps are more convenient and familiar than mobile-websites.
• Mobile apps can offer offline support to content without needing wifi or data.
• Apps better integrate with social media and help increase organic engagement.
• Apps provide improved access to onboard services (i.e. native calendar, GPS, Google Maps, beacons, camera, and targeted push notifications.)

When to Upgrade?

• When mobile traffic surpasses desktop traffic.
• When you’re ready to adjust to changing demographics (millennials)
• When you see a high percentage of returning visitors (via analytics) and want to increase brand loyalty, engagement, and grow returning customers.
• When your email open rate is lower than industry standard.
• When you want to leverage targeted push notifications (based on age, location, interests, etc.)
• Promote two-way communication by having forms, surveys, and polls in the app.
• If you want to run mobile campaigns in 2018 by using notifications for promotions, events, and news. Encourage action by the user, such as “share on social to be entered to win!”, “add the event to your native calendar”, or “One-day sale! Stop by today!”
• When you want to increase revenue and cut costs by adding banner advertisements in the app and cutting print media.

The first step for any business is to ensure your content is accessible across all devices. It’s important to consider the user interface and user experience as they interact with your mobile website or app. Review your current website analytics and display the primary use cases in easy to spot areas for all devices. For example, items such as contact us and services should be easy to find. Ensuring your website is mobile-responsive is the first step to converting website visitors into leads.