Apps for the Masses
If you’re running a company or a startup, you’re likely struggling with a common business dilemma: ‘Should I offer my products and services on an app or on a website?’
Many entrepreneurs aim to reach the widest audience while addressing users’ needs, making them consider all possible formats for success. However, if we were to put it to a fair vote, the app option would likely come first for business owners but last for users, failing to outshine the traditional way of doing business on a website. So let’s find out why there’s such a disparity in opinions on the subject and examine the diverse benefits and hidden agendas that apps and websites are mainly better tailored for.
For me, the advantages loudly declared in public or shouted from the rooftops by app enthusiasts often raise red flags. Apps not only differ from websites in format but also in purpose. They unintentionally limit access to competition since they operate outside web browsers, requiring users to take extra steps for research on competitors’ prices or offerings. All apps exist independently, spinning on their axis in their own galaxies, which can benefit your business if you market your brand effectively, attracting users and customers solely for your products and services, provided that you already have a loyal audience who pays attention to your company. Otherwise, your app will be completely lost among tons of other apps in the digital store.
Launching products on an app allows businesses to target their niche and potential customers directly, bypassing intermediaries such as popular search engines and avoiding the endless battle with crawler algorithms to redirect organic traffic to their websites. However, the above only reinforces the idea that for any app to succeed in downloads, you should already have a widely known brand and a significant share of the current market. If you are a newcomer, you should be more focused on promoting your app than your actual products or services, which may raise significant questions about your business model shifting in the wrong direction.
Apps vs. Websites
If you start with a website, you essentially offer the same functionality as an app but, due to website responsiveness, users can also display your web content on tablets and mobiles. So, that’s a big advantage for websites over apps. Websites are better suited for all existing screen sizes, not just a particular one. While apps can also be used on tablets and even on desktops lately, in my humble opinion, the most appropriate format and size screen for every app is a mobile one. It just feels right to use an app on a mobile phone. Personally, I almost never use apps on a tablet and definitely never on a desktop, and I’m absolutely sure that I’m not the only one. Visiting a website through different devices comes naturally to users, as they expect it to work properly on a wide range of screen sizes, which cannot always be said about apps.
Another major setback for apps is that you have to download and install them on your device, whereas a website is available as soon as you have an internet connection. Sometimes, you simply don’t need to install an app because you’re not planning to be a recurring customer, and downloading an app for a one-time use can be inefficient and unnecessary. So, analyzing both from the perspective of minimal effort required, websites are more user-friendly because users need fewer actions to perform in order to access them. They just need to open a web browser and type or click the link to navigate to the website. In comparison, to use an app, they typically need to visit a digital store, look up an app, download, install, and only then use it.
And then, of course, there are our habits, the way we get used to doing things. Many of us still prefer not to buy or browse while on the move. When we decide to spend money and purchase a product or service, we need time to evaluate every detail, and this task seems more apt for a desktop rather than a mobile. In such cases, apps are mostly used as a last resort when no other option is available and you need to act quickly. Otherwise, a larger screen will always be preferred over a smaller one.
Now, ask yourself: How many apps do you have installed on your device, and how many of those do you actually use? You might be surprised by the very low number, and even lower usage rate.
There are certainly some companies that try to launch their products or services via an app, but let’s face the truth: not every business model is suitable for an app, and in many cases it’s more effective to operate through a website. For example, imagine you need to order furniture from a factory and have it shipped to your apartment. Would you prefer to do this through an app? I highly doubt it. Most likely, you would visit the company’s website to place your order, or even opt to send them an email, negotiating a better deal and clarifying every detail with a manager before receiving an invoice and proceeding with a payment — a more traditional approach.
Another drawback is the cost. It’s cheaper to code, launch, and maintain a website than an app. So why did companies lean towards an app option in the first place? I guess it was mainly due to mobile devices taking over the IT market and capturing its largest share. With the rise of the Apple Store and Google Play, many companies started to offer their solutions in the form of apps, sometimes allocating a huge amount of money and resources to what seemed to be the losing strategy. Many of those businesses simply followed the current trend and, instead of promoting their shopping, tracking, shipping, or matching systems on the web, they decided to develop an app, making it an additional feature to highlight their vision for the future.
Personally, I use websites more than any app, even for well-known services like online shops or airlines. Why? Simply because I prefer it this way. The desktop size is the most user-friendly format for most internet activities. The readability, layout, and quality of visuals are more compelling, favoring your product from both an aesthetic and productive standpoint. The only apps I regularly use are messaging apps, which by the way I never use on a desktop because they are designed for mobile screens. I believe this principle applies to every digital product: some are meant for small screens, others for desktops, and some can accommodate both with a slight preference for one size over the other.
Anyway, if you’re not a big corporation and just starting out, the good old website is the way to go. Firstly, it will save you money and time to develop and deploy the final product. Secondly, you can implement SEO strategies and rank high on Google, attracting more users through organic search. This cannot be achieved with an app; you would need to pursue alternative marketing strategies, likely involving significant spending on ads and publicity. You may even have to invest heavily in the beginning to expand rapidly and acquire customers. If not, your app may go unnoticed.
And last but not least, do you really want to connect everything to your mobile and embark on a journey into the black mirror universe? Apps make you a slave to your mobile phone. The more apps you use, the more time you spend online, staring at a black screen. It’s not about making your life easier; it’s about keeping you connected 24/7. The advantage of websites is that it’s easier to disconnect, unlike with apps, most of which are designed to get under your skin and convert you into an app junkie.
If you’re interested in the history of web design and early UX design trends, you should check out my eBook. The first chapter is dedicated to the navigation bar styles from the early days of the internet.
