The title of this talk is misleading – this isn’t exactly a question of ‘web or app,” it’s what’s the purpose of my website and should I also build an app? Reference 2010 WIRED article proclaiming “The Web is Dead” Follow up article this year saying it’s not Browsers are getting better and better SEO requires that your desktop site be responsive Mobile browsing is more populat
Assume we all know the benefits of an app Push notifications Enhanced experience Know the risks of embarking on a mobile app: It will require years of maintenance, you can’t abandon it iOS upgrades American express Tumblr Browser toolbars High marketing cost It’s not cheap to get people to download Ask yourself the hard questions: What problem are you solving? Who are you solving that problem for? What alternatives are out there?
Downloads MAU Conversions? Only if that’s your goal – if apps are for loyalty you don’t care where they convert, but that they are doing whatever your hook is on the app
Head to head: mobile app vs. mobile web, Glossy Forum, October 20th
Director of Product, Moda Operandi
THE WEB ISN’T DEAD
The real question is whether to build an app.
Consider the risks and long term investment.
What problem are you solving and who are you
solving it for?
HOW WILL YOU MEASURE
Your value prop should directly inform your
KPIs. Conversion isn’t the only metric.
Can you technically and financially support an app?
What problem are you solving and for whom?
How will you measure success?