A mobile application provides an easy access point for a company’s services, products and rewards. But, how do you determine whether or not it is the right platform and timing? LLT Group, a full-service, in-house digital agency located in Naperville, Illinois, analyzes the various criteria you should consider before you start building a mobile application for your company and brand.
The Evolution of the app
Apps emerged from early PDAs like Snake on the Nokia 6110 in 1998 and made a leap to 500 apps when the Apple App Store made its debut in July 2008. Since this revolutionary move towards application-based downloads, the Apple App Store now releases a staggering 20,000 apps a month and there are now roughly 3.5 million apps currently available.
With the ubiquity of the mobile phone in the developed world, apps are easy to access and download, and have the potential to simplify almost any task. According to a 2017 research study from Techcrunch, owners of smartphones use an average of nine apps a day and access around 30 apps a month. Determining whether or not you want to take the plunge is dependent on whether you think your can become one of the 30 apps people use every month.
Factors to consider
Before you decide to develop a mobile app, it is important to consider if your website is providing you with the value you are after. LLT Group explains that it is a good idea to first consider how your company’s website performs on a mobile device. Responsive web design can greatly improve the user experience and is important to nail down before you consider developing an application. There are companies that have utilized an app-based approach first — like Lyft and Instagram — but in both of these cases, the app was part and parcel with the product.
The next thing to consider is: what problem is being solved by this app? Measuring the value that your application will have for consumers is quintessential in identifying the need to build one. If your app doesn’t aim to add additional functionality or convenience to your mobile-optimized website, it will likely struggle to gain traction with consumers. Perhaps you are interested in establishing a rewards-based system through your application to receive more return customers.
LLT Group suggests operating from the mindset of the consumer, and ask yourself: Is this app something I would use personally? Is the return value high enough to encourage people to add it to their mobile desktop? Establishing an open forum of communication on your website will allow you to get the feedback from customers that you need to determine whether the move is right for you.
App development
If you have decided that building a mobile app is an appropriate fit for your company right now, there are some more things you will need to consider.
The first thing is whether or not you have the resources to maintain the app after it has been built. An app will also need constant updating and modifications, a cost that you will need to anticipate ahead of development. Additionally, consumers have a limited attention span, so it is important to ensure that your changing roster of content holds their attention enough to maintain a spot in their top 30.
Another tip is to make the application versatile by allowing options to share content on Instagram, Facebook and Twitter. You might also want to consider adding offline functionality, so that users are able to use your app whether they are above ground or sitting in going-home traffic on the subway.
As a skilled and experienced digital agency, LLT Group can provide further advice if you believe building an app is right for your brand. For more information, please visit llt-group.com.
