By Elizabeth Although marketing on mobile may seem similar, they are quite different. Both platforms offer the same services, so it is easy to wonder how different promoting a website from a mobile application. These platforms differ greatly in terms of user behavior, strategy, formats, and customer funnel. Let’s examine the differences between promoting a website and promoting an app.
Format
In terms of usage format, there is a huge difference between the website and the mobile app. A website is a web address that is accessible by everyone browsing the internet. It is created by software developers and is accessible by anyone. A mobile app must be downloaded from the app store.
A website’s main goal is to convert visitors using the CTA (Call To Action) information. The first step in mobile apps is to get the customer to download it. Next comes customer retention. Because customers can only engage with the app using images, videos, and GIFs, mobile app marketing is more difficult.
User reach and behavior:
A website’s reachability is much greater than a mobile application. Mobile apps can be downloaded to mobile devices and tablets with the appropriate app store. The dynamic software development process of Web-Pages allows you to access web-pages on both desktops and mobile devices that have browsing capabilities. The app ratings can influence the decision to download the app.
Websites do not have to pass this scrutiny. Research has shown that more than 80% of mobile activity is carried out via an app and 20% are done over the internet. This is due to the simplicity of the app, seamless transaction and well-designed user interface created by software developers.
Marketing efforts:
Promoting a website or an app is different every day. The website is instantly available, while the app user must install it. After that, they can engage. To convert website users, marketing is necessary. The app is the final stage. This means that the customer must first convert. They are already ready to make their first purchase. It is difficult to keep them around after the purchase.
The mobile app marketing funnel begins with awareness. Next, acquisition, activation and retention are followed by revenue generation and referral. The app is action-oriented. It starts with the download of the app. This allows the marketing funnel to move faster and get immediate results. The promotion of the website begins with awareness. Next comes user interest, consideration and intent. Finally, there is the purchase. It’s more structured and requires only the last stages of action (while you are making the purchase).
Optimization techniques:
There are many differences in the SEO (search engine optimization) and ASO (app store optimization) optimization techniques for websites. Based on the page metadata, apps are eligible to search the App store for keywords. The App store’s keyword search results are customized in the app development stage to draw users’ attention. This includes a visually-oriented icon, eye-grabbing screenshots and branded keywords. Titles, titles, up 4000 characters of text and 30-second video clips. ASO is focused on organic downloads and optimizing the app for the highest rank in the app store. In iOS, the App name and subtitle can only be 30 characters. In Google Play, the app name can be 50 characters long and the description 80 characters.
SEO for websites is about optimizing web pages to rank high in search engines so that they can drive organic traffic. SEO is not about visuals. SEO plays a major role in driving organic traffic to your site. The KPIs for web and mobile marketing are different. Website metrics include page views, bounce rate and average time on page. Conversion rate is also taken into consideration. Page load times are not included in the calculation. Mobile metrics include install rate, churn, retention rate and daily active users. Monthly active users are also included. App ratings are also taken into consideration.