Mobile Vs Responsive Vs Apps

Mobile usage is here to stay. In fact, mobile usage (smartphone + tablet) is gobbling up traditional computer viewing. The accepted percentage is about 30% of all web traffic coming from mobile, and rising every quarter (sources here, here, here). Many experts are also suggesting that mobile usage will eclipse desktop usage in 2014 (sources here, here).

The internet and the industries that support it have always evolved quickly, and societal shifts in the devices we use are certainly following suit. But what does this mean for your business, and more specifically; what does this do for your brand’s online presence? How do you leverage mobile to increase conversion and revenue?

You have several options (three, to be exact!) when it comes to delivering content to mobile audiences. We’ll break down the definitions, differences, drawbacks, and answer the all important question: What kind of mobile presence should I have?

Mobile Websites

What is it?

Mobile websites (sometimes called ‘Custom Mobile Experiences’ or ‘Custom Mobile Optimization’) is a process that involves actually building a separate version of your website. In the end, you’ll have two versions of your website: The ‘desktop’ version, and the ‘mobile’ version. When a user heads to your website, their device is immediately detected, and they’re served the version of their website that best-suits their device.

Information on mobile websites is often reformatted, rearranged, or re-sized from it’s desktop version to provide a superior user experience.

What kind of businesses may benefit from a mobile website? 

If you’re a business who wants their customers to have specific or unique user experiences on mobile, a mobile website would be best for you. Questions to consider:

• Do you want your users doing something unique when they’re viewing your website on a mobile device?
• Do you want your users to have a custom experience when they’re viewing your website on a mobile device?
• Do you want the display/layout of information to be different on a mobile device?
• Is there a specific action you want your users to take when on a mobile device?
• Is there specific information you want your users to view when on a mobile device?

If you answered ‘yes’ to any of those questions, a mobile version of your website may be best.

Real example: Gorilla Capital

We built both desktop & mobile versions of a website for one of our clients, Inc-500 company, Gorilla Capital.

Gorilla Capital wanted their users to have a very specific experience when on a mobile device. Due to the specific nature of their needs, we decided a mobile version was the best option for them. Mobile users have fast and direct access to the most important element of Gorilla Capital’s website: property searches.

Responsive Design

What is it? 

Responsive design is a website that is built to scale (fit) the screen size it encounters. There is only one version of your website, and the way it’s designed & programmed allows it to re-size itself to fit the screen (desktop, tablet, mobile). Often times large images/visual displays will disappear and navigation will re-organize into a singular drop-down menu. Elements are fluid, meaning they can transition between screen sizes seamlessly. Additional considerations need to be made with Responsive Design, namely the types of graphics & visual elements that are used.

What kind of businesses may benefit from a responsive design?

Quickly stated; every business should have a mobile-optimized experience for their users. Often times, a responsive design is exactly what you need. As a default, every business needs to have an optimized viewing experience for their users.

Responsive design will nicely format and re-organize the website’s display, depending on the user’s device (desktop, tablet, mobile).

Mobile Apps

What is it? 

Mobile Apps are software that get downloaded from your smart phone or tablet’s app store. Almost anyone who talks about mobile apps is referring to one (or both) of the two major operating systems: Android (Google), and ios (Apple). Mobile apps have several distinct characteristics that separate them from mobile websites or responsive design:

• User interface often mimics that of your phone’s UI
• Often interfaces with your phone’s native devices (camera, text messaging, geo-location, contacts, etc…)
• Ability to work offline
• Doesn’t rely on a web browser’s action items (back button, refresh, etc…)
• Generally action-oriented as opposed to information-rich (but not necessarily)
• Separate versions need to be built based on the major phone platforms (Apple, Android, Blackberry)

What kind of businesses may benefit from a mobile app?

This question truly requires consideration. As we all know, hundreds of video game developers have moved to making apps that are downloadable via the app store (Think of all the games that we play on our phones/tablets). For that kind of experience, an app is certainly the way to go.

Building an app allows for complete control & customization of user experience. For companies who have intense user experiences (think Zillow’s home search or ESPN’s sports ticker), developing an app would be preferable over simply a mobile-optimized experience.

What’s the right choice for my business? 

This is a question that we recommend talking to us about. It is a vitally important question, with many variables. Cost, functionality, design, purpose,  conversion, revenue creation, and perceived brand equity are just a few of the issues to consider.

At Limelight Department, we have a wealth of knowledge & experience in mobile design & development. We’d love to learn about your business and how we may be able to help grow your online brand! Contact us for a consultation!