Mobile App Vs Website – The Essential Differences That Are Important For Marketing

Marketers need to understand the important differences between a business’s mobile app and their website. Both are handy platforms from which to promote your business and entice new customers, but the marketing plan for each should be entirely separate.

Here are some things to think about.

The set up is different.

Your website will be housed on an external server and anyone who knows your web address can access it. Your app is different as it must be downloaded by the user before they can access it. The purpose of each platform is different too, while a website may be the main place to persuade customers to buy, when it comes to your app you have the initial hurdle of first convincing your customers to download it, and then directing them to use it and engage with it in the long term. Both your website and the app will need continuous management and refreshment. The main challenge with your website is to keep it visible, so, for example, when customers search for a relevant term or product your website appears in the results, but with an app it can be more challenging to drive engagement and remind users to actually use it, so enticing users with messages, offers and notifications can help keep them interested.

Customers behave in different ways on each

Customers tend to do more of their browsing and research on an app, pre-purchase research, for example, if booking a hotel is more likely to be done via an app than it is on a tablet or desktop. However, when it comes to actually committing to buy, these types of transactions tend to take place via desktop or laptop computers via the main company websites. Because of the way people behave when using apps vs the website a smart business will set up each to have different customer journeys. If you know, for example, that a customer is more likely to want to do research and price comparison via your app, make it easy for them to do so. Similarly, if you know they come to your website to buy, make sure they can make their purchase smoothly, and hassle-free.

Different marketing strategies are necessary

To promote your website you must have good SEO as this is what will place your site higher in search results than other businesses and will drive more organic traffic to your website. Your app requires for ASO (app store optimization) and familiarising yourself with the ways to boost your ASO as well as your SEO is important, as they will be different for each. You may also find that monetizing each needs a different approach. With your website being the platform from which to persuade customers to buy your products and services, your app may make money by charging to download and then you can further monetize by offering discounts and benefits by investing in additional features as well as incentive purchases.

Measuring success is different

Naturally, you need to set targets and analyze data to ensure that your KPI’s for both your website and app are being met. The approach to these will also be entirely separate and will depend on your unique business goals. For a website, you might look at the number of visitors, bounce rate, and conversion rate, where for an app you may wish to focus on install rate, usage rate and whether users go on to uninstall your app after a certain amount of time.

Making sure that you set up two different plans to reach your goals for your website and app individually will ensure that you use both as effectively as possible, and create even more success for your business.

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