Two views on mobile web
By the term mobile web we understand both responsive design and a mobile version of the web. The responsive web design adjusts the web design to a mobile device. It displays the same information (content, design, functions) that can be found in the online store when visited from a desktop or a laptop.
The mobile version is, on the contrary, an individual and simplified version of an online store. It runs on a separated domain (http://m.theshopname.cz). It is developed specifically for mobile devices and is different in terms of content and functions – the design is minimalistic and so is the informational structure.
Native application principle
The native application is saved right in the memory of a mobile device.
It is developed for a specific platform (like Android or iOS) and specific hardware. The customers have to download it from the applications stores like Google Play or App Store in order to do the shopping.
The user would download the app for free in tens of seconds. It is usually the online stroe that invites them to download it. It recognizes that the customer entered the shop from a mobile and offers them the download. Online strores often choose additional motivational method: first purchase discount in the mobile app or a free shipping.
Comparison of a mobile web and an app
| Mobile version and responsive web design | Mobile application | |
|---|---|---|
| Communication with user | You can address a specific customer only with a chat instrument on the mobile web (e.g. Zopim or Smartsupp). | In an app, you can communicate with users not only with a live chat but also with PUSH notifications (short messages shown on mobile display). What more, you can personalise them and address only those customers who put items into a basket but didn’t finish the order. |
| Repeat purchase | With repeat purchase the customer has to register or fill in most of the details again. | The customer can make other purchases without registration, logging in and even without the keypad. The app will fill in the details for them automatically in the application. |
| Browsing speed and data demands | The mobile web is often slower. The customer has to download the whole source code and go through it indirectly in the web browser. Its speed is dependent on the internet connection quality. | The app is brisk and demands less data. While browsing, only the information about products and images are downloaded. The internet connection speed and quality do not affect the app that much. |
| Accessibility | For going to the catalogue, the user has to enter the exact name of the online store to the browser or URL field and wait for a link or page to load. | Browsing the products in an application is available in 3 seconds. All it takes is a tap on an icon. A free installation from Google Play or App Store is needed. |
| Mobile capabilities use | The user is limited by the functions of a mobile browser. | Thanks to the access to the mobile hardware the app user can use a GPS navigation, a camera or a fingerprint sensor for a secure payment. |
| Search engine optimization (SEO) | The search engines index the content automatically without the need of special adjustments. | The search engines index the app content through deep links supposing the online store allows it. |
| Device and operating system reliance | The user can enter the mobile web in a browser from any device. | App is a native application, it is designed for operating systems (mainly Android and iOS that are represented the most). |
| Control | The customer can control the mobile online store with buttons and roll-out menus. | Mobile application control is comfortable for the users. The mobile app makes maximal use of the touch control. In the app, you can communicate with customers not only through live chat but also PUSH notification (short messages displayed on the mobile screen). These can be personalized and can address e.g. the customers who put goods into the basket but didn’t finish the order. |
| Price and realization times | With responsive web design you should expect costs about tens of thousands crowns, longer implementation and more demanding project preparation. Mobile version of the web is much cheaper compared to the responsive web design and the launch takes less time. | The price and implementation time is individual with mobile app. You can launch the shopping application in even days or weeks – the cost is much less. |
The main advantages of the mobile web and the native application
From the point of view of a mobile customer, the mobile web is more universal, it works throughout platforms. On the other hand, it doesn’t always run that smoothly and is limited by the functions of a mobile browser.
Contrarily, the user can shop quickly and comfortably in the app even if the internet connection is low. They can use automatic location recognition and other functions of their smartphone – for example when looking for the nearest delivery point. And the biggest benefit of the mobile app from the point of view of the businessman? It allows them to get closer to the users and get to know their behaviour. The technologies of geolocation, biometry and sensors in combination with users’ openness while using the app can tell you how to communicate with customers better and how to make their lives easier. No web page will give you such information.
How to choose
If you’re working on increasing the number of returning customers, app will help you.
- You can offer much better shopping experience.
- You can inform them about the news (PUSH notifications).
- You will strengthen their knowledge about your brand (they keep seeing your app logo on their mobile displays).
A different type of a customer in a different phase of making a shopping decision will prefer responsive web design or mobile web.
- These are suitable for one-time-only purchase.
- Users who aren’t planning any shopping and who just want to browse your catalogue will choose them.
According to a popular Kaushik’s framework, the mobile app is suitable in the CARE version, mobile version in SEE, THINK and DO.
Are you trying to solve whether to start with responsive web design or mobile web, or with an app? If you want to enter the mobile market as soon as possible, start with the native application. The launch will be much faster – all you need is a logo and a modified XML feed which you use price comparison service.
