Does Your Business Need an App?

As an entrepreneur, you know the importance of having an online presence — and an app may feel like the natural next step in your company’s growth. While having your own app comes with benefits, it’s also critical to understand the costs and drawbacks of the endeavor. Here are some factors to help you decide whether an app is a good fit for your company.

Promote your company

Entrepreneur contributor Thomas Smale suggests that an app is a good way to keep your company at the forefront of your client’s mind. In addition to putting your logo in front of them every day, it’s also a way for you to offer perks to your customers. For instance, you can create a customer loyalty program that rewards your customer’s buying habits. That could encourage your frequent shoppers to show up more often.

Leverage the power of smartphones

It’s important that your app isn’t redundant with your website. That’s why Smale points out that it’s a good idea to use the features on your smartphone to provide a different customer experience. For instance, a phone’s geolocation capabilities can trigger a sale or coupon notification when the customer is within range. You can also use it to gather analytics data, so you can monitor which items your customers are viewing and purchasing.

Apps vs. optimized websites

When deciding if your company needs a mobile app, consider how an app will serve your customers differently than your website. In a panel discussion with Forbes, app developer Marc Fischer urges entrepreneurs to ask themselves what problem they’re trying to solve, and if the issue could be resolved without a mobile app. Would it provide a more streamlined shopping experience, both in terms of layout and the amount of hoops the customer has to jump through to make a purchase? Would it take advantage of a smartphone’s features, such as sending a digital coupon or notification when the customer is within a certain radius of your brick-and-mortar location? If the app doesn’t fill a unique need or solve an issue, then you’re probably better off focusing on building a mobile-friendly site.

Consider your company’s purpose

You don’t want your app getting relegated to your customers’ clutter heap, so consider the nature of your business before you invest in app development. Forbes contributor Ivailo Nikolov explains that if your customers only need your products or services occasionally, you probably don’t need an app. On the flipside, if customers regularly purchase your goods or services, engage with your content, and benefit from frequent communication, an app might be a good fit for your company.

Understand costs and maintenance

Unless you know how to develop your own mobile app, you’ll have to pay to have your app coded and designed. However, the costs don’t stop there. Every app will need bug fixes, updates, and new features to help it stay functional in the ever-evolving world of mobile device operating systems. As a result, that means you’ll be paying regularly and spending time to have the app maintained and updated.

Want some more help deciding whether an app is right for your company? Consider contacting a business consultant or an app developer to see how your enterprise can benefit from this handy tech tool.