Q. Should we invest in developing an app or a responsive site for our mobile customers?
A. Your company’s website is the cornerstone of your digital strategy. It is critical for your business to have a site that is accessible for all users, providing the same optimized user experience whether accessed from a mobile or web environment. We believe you should start with a responsive design.
According to Google’s Mobile’s Path to Purchase: 5 Key Findings, consumers spend over 15 hours per week researching on their smartphone, starting with a search engine, not an app. With 69 percent of users expecting to find a business within five miles of their location and 50 percent looking to purchase within the hour, it’s clear both small and local businesses benefit from having a responsive site.
A native app would compliment and support your broader digital strategy, which should include social media and email marketing to engage with – and distribute content to – your audience. An app creates a unique user experience for your current and most loyal customers.
Social Media Tip: Designing a responsive site is more complex than fitting on a mobile screen. Ensure expected mobile functionality works; meaning phone numbers are dial-able, address is connected to geolocation APIs to offer directions, and text fields and buttons are touch-friendly.