In fact, 57% of all internet traffic now comes from mobile devices. That means if your small business doesn't have an app, you might be missing out on over half of your potential online audience. But where do you even start when it comes to developing a mobile app for your business?
Here are the steps involved in planning, commissioning and launching a successful mobile app for your small business.
Planning your mobile app
The first step is to plan out exactly what you want your mobile app to do. What are the key features and functionalities you want to include? Think about the main goals you want to achieve with your app - is it to drive more sales, improve customer engagement, streamline internal operations or something else?
Make a list of the must-have features as well as any nice-to-have features. Some common examples for small business apps include:
- Ecommerce capabilities to allow customers to browse and purchase products
- A loyalty programme where customers can earn points or rewards
- A scheduling/booking system for appointments or reservations
- A portal for customers to access account information and support
- Internal productivity tools for employees like task management or time tracking
You can use the MoSCoW acronym to help you identify those features that your app:
- Must have
- Should have
- Could have and
- Won’t have
When done right, a mobile app can provide tremendous value for your small business.
It's also important to consider the user experience (UX) of your app.
How will customers navigate through it? What will the overall look and feel be? Sketch out some basic mockups to visualise the app's flow and layout - and don't be concerned at this stage with making things look pretty! Your developer will be more interested in how you want your app to work, how different screens relate to each other and where your app will need to interact with external systems.
Once you have a solid plan in place, decide whether you want a native app for both iOS and Android or whether you're able to target just one device type.
Typically, for public-facing apps, you'll need both as your target market will be comprised of a broadly equal mix of Apple and Android users. If you're creating an app for an internal audience, you may only need to target one device if you know all users will share the same type of technology.
Commissioning your mobile app
With your plan in hand, you're ready to start looking for a mobile app developer. This is a critical step, as the developer you choose will play a huge role in determining the final quality and success of your app.
Start by getting quotes from a few different agencies or freelancers. Be sure to review their portfolios to get a sense of the type and quality of work they produce. Ask plenty of questions, such as:
- What is your process for gathering requirements and designing the app?
- Do you have experience building apps for small businesses like mine?
- Can you provide references from past clients?
- What is your timeline and pricing structure?
- How will you ensure the app is easy to use and visually appealing?
- What happens after launch - do you provide ongoing support and updates?
It's also a good idea to have the developer walk you through a sample project plan and timeline. Understand what milestones you'll hit along the way and make sure the timeline aligns with your goals.
Once you've selected a developer, you'll need to provide them with all the necessary information and assets, such as your brand guidelines, content, and any specific technical requirements. Open and frequent communication throughout the development process is key.
Launching your mobile app
As your app nears completion, it's time to start planning the launch. This involves several important steps:
Beta testing
Before rolling your app out to the general public, conduct thorough beta testing. Recruit a group of loyal customers or employees to try out the app and provide feedback on bugs, usability issues or anything that's not quite right. Use their input to make any final tweaks or improvements. Be sure to use testers with a mix of different phone types and operating system versions.
App store optimisation (ASO)
To ensure your app gets discovered by potential users, you'll need to optimise it for the app stores. This includes choosing the right keywords, writing a compelling app description and creating eye-catching app icons and screenshots.
Marketing and promotion
Build some buzz around your new app launch through your existing marketing channels. Send an email to your customer list, post about it on your social media channels and consider running a special promotion or contest to incentivise downloads.
You may also want to explore paid app promotion tactics like search ads or influencer partnerships to reach a wider audience.
Post-launch support
Your work doesn't end once your app is live. Closely monitor user feedback and reviews and be prepared to quickly address any issues that arise. Regularly update your app with new features, content and bug fixes to keep users engaged.
You should also track key performance metrics like downloads, usage and customer ratings. Use this data to continually optimise and improve your app over time.
The benefits of a mobile app for a small business
When done right, a mobile app can provide tremendous value for your small business. Here are just a few of the key benefits:
Improved customer experience
A well-designed app makes it easier and more convenient for customers to engage with your business, which can boost loyalty and retention. Features like in-app payments, appointment booking, and customer support can significantly enhance the customer experience.
Increased sales and revenue
Apps that offer ecommerce capabilities or loyalty programmes can be powerful revenue drivers. They make it frictionless for customers to discover, purchase and re-purchase your products or services.
Enhanced operational efficiency
Mobile apps can also streamline internal operations, such as employee scheduling, inventory management and data collection. This can lead to significant time and cost savings.
Better customer insights
The data you collect from your app (such as user behaviour, preferences, and demographics) can provide invaluable insights to help you better understand and serve your customers.
Stronger competitive advantage
In many industries, having a robust mobile app is quickly becoming table stakes. By investing in a high-quality app, you can differentiate your small business and stay ahead of the competition.
Embarking on the journey of creating a mobile app for your small business may seem daunting, but the potential benefits make it well worth the effort. With the right planning, development partner and launch strategy, you can deliver an app that delights your customers and drives real business results.
