Mobile apps vs mobile websites: why all the fuss?

Posted on July 9, 2013 by

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“Should we have a mobile app or a mobile website?”

According to All The Top Bananas’ Commercial Director Cris Bradshaw, this is the most common question he gets asked by clients. For a company who make both for huge corporations like PepsiCo, Sodexo, Check ListNestle and Intel, All The Top Bananas are ideally placed to answer the question and analyse the major differences between mobile apps and mobile websites. This is Bradshaw’s advice…

“The biggest thing we find with this question is that some companies try to compare mobile apps and mobile websites as if they’re the same thing. Of course they both work on mobile devices, but they are two completely separate tools with big differences.

“Go back four years and think of a normal recruitment website that got 10,000 users through to it every month. These users did not have the option of viewing the site from a mobile, so ended up on the full website on a PC. Today, if that same site still gets those 10,000 users each month, approximately 30 per cent of that traffic comes from a mobile device. This doesn’t mean that website has gained an extra 3,000 users from mobile – this is an easy trick to fall for. All it means is that companies who have optimised their strategy with a mobile website give these people a better experience from a device that isn’t a PC.

“Yet even though the people visiting from a mobile device don’t count as new users, having a mobile site is critical in 2013. Companies who don’t have one will lose users and possibly their SEO rankings with some of the bigger search engines. Google have just announced that they are starting to demote sites that have not been optimised for mobile.

“Mobile apps”, on the other hand, are completely different. Just think of them as any other form of advertising media – they are no different from placing…

Cris Bradshaw
– Director at AllTheTopBananas.com

an advert in a magazine, newspaper or on television. Having your company’s app available on the mobile app stores of companies like Apple, Google, Blackberry and Microsoft means that millions and millions of people can download it every day. Once downloaded, your app is constantly in front of that user.

“One of the key things you can do with a mobile app that you can’t do with a mobile website is alert jobseekers to new vacancies that have been uploaded which match their previous searches. This is a great way to get immediate response. Use your mobile site to get the user to download your app – then you get the user set for notifications.

“So when you compare your marketing and see that your mobile website is delivering more applications, don’t look at this as all new business. In most cases it’s just what you would’ve got via your normal website. When you look at the applications you get through your apps, look at those with what you would monitor your normal advertising against, such as cost per hire. Most of the corporate apps that All The Top Bananas have built see Year One costs-per-hire of under £250 ($350 USD), with Year Two significantly lower. Our job board clients base their statistics on cost-per- application, with most seeing this coming in at under 20 pence (30 cents in USD).”