Why You May Not Need That App


Lean in. You may not need an app to be successful in mobile conversions.

Better yet, your website can serve as the beacon for a vast majority of your conversions and exposure. But, before you exit this article and call me bonkers, let me tell you why you simply may not need an app.

App Love

We all use apps at least once or twice a day. I for one use them all the time. I love apps. An article on mobile browsers featured in a study by Flurry shows that a lot of people love apps. Think about it, your colleagues use them everyday at work, your friends use them to count calories. They are everywhere and perform a variety of tasks.


Now according to Flurry 86 percent of internet browsers are using apps. That sort of information would make even the most novice business owners invest a large amount of effort and capital into app development. Heck, if I didn’t know what I know I probably would too. Before you take the plunge into app development, let me show you what 86 percent truly looks like.

Cutting off the Fat (Is it the 86 Percent Your Business Needs)

When we place the magnifying glass on this figure, we start to understand just what that 86 percent is comprised of. Of that 86 percent, half of the app usage is for gaming at 32 percent and social networking at 28 percent. Factor in news and entertainment at 11 percent and then finally factor in utilities, banking and other household type apps and you find that there is very little room or care for e-commerce, services, and product apps.

App use is not what you thought

With such minuscule margins, it may be in your business’ best interest to hold-off on the app and focus on web design and development. So, the 14 percent of the time that smartphone users are on their devices they can discover you.

Using the Web

Think about all the times you actually use the web. Think of when you are the one doing the consuming. You use the browser when you need information on a restaurant, when you need more information on a product, when a link within an apps sends you to the browser because you took the bait and clicked. The web and websites are there for that when we are done messing around with our apps and want to get to the meat of a site or information.

Amazon Mobile           Mobile browsing

This is also where responsively designed websites take center stage. Your website should always be ready for the next visitor. Having a site that fits the screen they are using is just as important as having the website itself. Your site should be visually appealing, load quickly, and be easy to navigate. That is a mobile-ready website.

Going Mobile

The best sites are mobile ready. While most businesses don’t have the resources of say an Amazon or a Gmail, they should still be able to play ball with the big boys. That said, your website should have all the bells and whistles of a modern and trendy website. Why? Because, that is what users have become accustomed to, without even realizing it. A mobile-ready site should embody these components:

  • Responsive Design or Adaptive Design

  • Quick load times

  • Easy navigation

  • Visually appealing features

  • Call-to-actions

  • Easy to find on the web

Apps Aren’t for Every Business

This is not to say that an app wouldn’t work for your business. There are situations when an app can be an ideal solution to your business needs, but there are also businesses who would not benefit from an app. Despite popular claims, the mobile browser is not dead. Under utilizing your website in favor of an app could make your online business obsolete.

Business vector designed by Freepik

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