Build your instant app to improve uptake of your slow app and build a better audience

buzzfeed instant app gif

Instant apps provide users a way to get an app-like experience on their devices without having to download the actual app. It saves people time and energy. Those benefits may help companies find and retain higher-quality customers by sorting out the serious ones from a passerby. Google began releasing them on Jan. 23, with BuzzFeed, Viki, Wish and Periscope on board for the trial run.

I used Facebook Messenger and Chrome to visit and on my Google Pixel. They both launched in a flash, and the experience was very app-like. However, I wasn’t sure if I was actually experiencing an instant app or not, or just a mobile website. I downloaded the Wish app to explore. Biggest difference is that the app takes a lot of work (relatively speaking, in an era of pressing to get instant gratification) to get rolling; I had to sign up, add an email, a password, and all the usual so ons and so forths (this is what I get for not signing up through Google or Facebook). The app also provided more ways to sort the offerings. The Wish instant app (or mobile site?) served, as expected, as a minimized version of a full-blown app, thus helping me make a decision about investing the time and screenspace into the full service. That seems far preferable to providing nothing and forcing people toward an app store without any idea of what experience they might get.

Conclusion? It’s worthwhile to invest in instant apps (and of course a solid mobile website). Properly built, they will keep casual visitors happy and interacting with your content, and funnel more serious users toward a full-blown app. Overall, the quality of your audience (or buyers) will improve.

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