Reasons to invest in mobile app development in 2021
There’s an app to compliment most areas of our lives, and in February alone there were 88,500 new Android apps. With all this competition, is it too late for your business to get a share of the app market? We don’t think so. Here are just a few key reasons why apps are a great investment in 2021. As all businesses should take a personalised approach based on their user base, we’ve also detailed some considerations to help you better understand whether a mobile app is right for your business.
Increase engagement with mobile apps
Engagement relies on users receiving value for their time or money. Features like push notifications help to reignite your user’s interest in what you have to offer them. Informing them of sales, personalised discount codes based on previous behaviour, and new product or services gives the user the value they expect from an app, as well as a quick reminder that your business still exists for increased engagement!
Although Progressive Web Apps (PWAs) can facilitate push notifications, the functionality of native-level integrations, such as Calendars and HealthKit (iOS), provide more opportunities to personalise these notifications and increase engagement. CleverTap found that adding the user’s name and referencing their location only boosted engagement by less than 1%. Using personalised information backed by the user’s interests, in-app behaviour and their level of engagement is a much better strategy for 2021.
Provide additional value with mobile apps
Mobile apps allow for features and integrations that create a ‘one-stop shop’ for users. With an app installed on a user’s device, you can harness features, such as Siri (Apple) or Bixby (Samsung). Location-based data can be used to provide specific recommendations or alerts based on your user’s current whereabouts; voice assistants can load certain products or services from your app; calendars can be synced to provide prompts and alerts for related events. Integration possibilities give your users more than a product or service; they provide a well-rounded experience that connects with a user’s habits and routines for ease and accessibility.
Another benefit of a mobile app is the opportunity to personalise the user interface (UI) to reflect previous behaviour. User data from previous sessions can inform product or service recommendations, content and even design elements, like catering for left-handed users. By reviewing user behaviour and preferences, you can build data profiles to tailor their in-app experiences, which in turn will provide a more valuable user experience.
Streamlined mobile app user experience
Push notifications and native integrations are the tip of the iceberg when it comes to streamlining your user’s experience with your app. Biometric authentication, (using fingerprint and facial recognition to authenticate actions) and mobile wallets make things easier for users. This intuitive experience will mean your app won’t feel out of place or take ‘getting used to’ once it’s downloaded. It will have a ‘familiar’ feel to the user, increasing conversion rates and the likelihood of your app staying on their home screen.
You can use this same principle with in-browser experiences too. Instant apps make it easier than ever for businesses with mobile apps to provide a richer experience and widen their reach. Instant apps allow your users to experience the full benefits of your app, whilst creating brand loyalty and trust, without even needing to download it. Their accessibility and ease of use means you can harness the power of SERPs and rankings, leading users to download your app and get the full experience.
Smart device user behaviour
Mobile apps play into smartphone user behaviour. We’re not accustomed to adding bookmarks from sites to our home screen, but we’re used to downloading apps and immersing ourselves in a brand through its in-app experience. Apps give users the experience they expect.
Mobile app considerations
Each business is different, so a one size fits all approach can rarely be taken. If your business doesn’t require in-app features or technologies like augmented reality (AR), it may be beneficial to invest in a website before looking into mobile app development. Equally, building a PWA may be a better place to start in order to test a concept and gain user data before scaling to a mobile app.
Typically, mobile apps that do well have a regular behaviour linked to them. Identify whether your app will fit into a habitual routine, or whether you need to test the market further with a website or PWA. For website-focused businesses, consider how your mobile app will provide a different experience to what users already receive from your site. Getting to grips with how your digital solutions will be positioned should make your app investment decision easier.
Need guidance with choosing the best solution for your business? Drop us a message and we’ll be happy to help. We’ve been working with businesses for over 10 years, creating bespoke solutions to increase digital growth. Don’t forget to check out our other services to see how else our expert team can support your organisation.