When was the last time you went through your entire day without checking your phone? For most of us, our phones are the first thing we touch when we wake up and the last thing before we sleep. They hold everything: messages, reminders, notes, banking apps, shopping, news, and even health trackers. They’ve become our external brains.

Businesses have noticed. Over the last decade, companies that once poured all their resources into building stunning websites have shifted focus towards mobile applications. But it’s not just about following trends or appearing modern. The truth is deeper and more practical. Apps are powerful tools for increasing user engagement, tracking data more efficiently, and enhancing the overall digital experience in ways websites alone cannot.

In this article, I want to take you through the why and how of it – using real-life behaviour, business examples, and practical reflections from working in the marketing and tech industries.

Chapter 1: The Changing Digital Landscape

Let’s start with the basics. The world has moved from desktop-first to mobile-first. This isn’t just a slogan agencies use to sell their services. It’s a direct reflection of user behaviour.

According to multiple industry reports, including those from Statista and App Annie, mobile accounts for over half of global web traffic. And when you dig deeper, you realise it’s not just browsing websites on mobile browsers. A huge chunk of this time is spent within apps.

Think about this:

• Banking: Almost every bank now has an app. Why? Because people hated typing long card numbers and OTP codes repeatedly on mobile browsers. Apps integrate Face ID or fingerprint login, making the process smooth.
• Shopping: Major brands like Amazon, Noon, and Shein see significant purchases coming directly from their apps. The reasons are clear – faster load times, saved preferences, quick checkout, and push notifications about deals.
• Fitness: From Nike Training Club to Calm meditation, apps personalise daily wellness journeys, tracking habits seamlessly.

In all these examples, one thing is consistent: apps remove friction.

And in marketing and business, removing friction is the shortest path to increasing user engagement.

Chapter 2: How Apps Increase Engagement Beyond Websites

Imagine this scenario. You run an online clothing store. Your website is well-designed, SEO-optimised, and loads in under 3 seconds – impressive by web standards. But even then, users need to:

1. Open a browser.
2. Type your website address or find it on Google.
3. Log in.
4. Navigate through menus.

Now imagine you have an app. Your customer:

1. Taps the app icon.
2. Instantly sees personalised recommendations.
3. Checks out in two clicks using Apple Pay or Google Pay.

Which experience is more likely to make them return repeatedly?

Mobile apps simplify access. That alone increases the chance of repeat engagement. But there’s more to it.

2.1 Push Notifications

Websites rely on users remembering to visit them. Apps can actively bring users back through targeted push notifications. But there’s a fine line. No one likes spammy notifications. The key is relevance. If a notification is aligned with user behaviour – for example, “Your favourite shirt is back in stock” or “Don’t forget your evening meditation today” – it feels helpful, not intrusive.

2.2 Personalisation

Apps can integrate with a user’s phone data (with consent), such as location, time zone, health data (for fitness apps), and usage patterns. This enables hyper-personalisation.

For instance, Starbucks uses its app to recommend drinks based on time of day and weather. Hot lattes in the morning, cold brews on sunny afternoons. That subtle understanding of context makes customers feel seen.

2.3 Offline Functionality

Websites don’t work offline. Apps can. Even limited offline access is powerful. A traveller can read saved articles on their airline app, or a student can review flashcards while commuting underground. This availability creates deeper reliance on the app – translating to higher engagement rates.

Chapter 3: Data Tracking – More Than Numbers

Let’s address data tracking. Many people assume it’s about surveillance. That’s not the real purpose. Ethical tracking within apps gives businesses insights to serve users better.

Here are examples of what data apps can track:

• Session time: How long does a user stay engaged per visit?
• Feature usage: Which parts of the app do they use most? Are there features no one touches?
• User journeys: Do they follow the intended flow or drop off midway?
• Purchase patterns: What’s in their wishlist? What do they buy repeatedly?
• Location data: Are there geographic trends that can inform localised marketing campaigns?

3.1 Turning Data into Action

Data is useless if you don’t act on it. For example, if an e-learning app notices most students drop off at Lesson 5, it’s a sign the lesson is either too difficult or not engaging enough. Improving it increases course completion rates and student satisfaction.

Or consider an app like Calm noticing most users meditate at night. They can introduce a “Wind Down” feature specifically designed to aid sleep, thereby deepening engagement.

Data shows you what users want without them having to fill out surveys or feedback forms constantly.

Chapter 4: Enhancing Website Functionality Through Apps

Some business owners ask, “If I have an app, does that mean my website becomes useless?”

Absolutely not. Both platforms support each other. Here’s how:

4.1 Complementary Roles

Websites are powerful for acquisition. They attract new customers through SEO, blogs, and digital ads. Apps are powerful for retention. They keep existing customers coming back through loyalty programs, push notifications, and stored preferences.

For instance, a user might discover your skincare brand through an Instagram ad leading to your website. After exploring and liking what they see, they download your app for easier reordering and to receive exclusive deals. Both touchpoints played their role in the customer journey.

4.2 Cross-platform Integration

Good brands ensure seamless integration between their website and app:

• Items added to the cart on the app appear on the website.
• Progress on learning apps syncs across devices.
• Loyalty points update in real-time across platforms.

This consistency builds trust. People hate redoing tasks they’ve already done.

Chapter 5: Real Business Case Studies

To make this real, let’s look at three quick business examples:

5.1 Domino’s Pizza

Years ago, Domino’s realised people found ordering on their website clunky, especially on phones. They built an app with saved orders, delivery tracking, and instant payments. The result? Mobile now accounts for over 60% of their digital orders, and overall sales grew significantly.

5.2 Sephora

The beauty giant’s app lets users virtually try on products using their phone camera. This AR feature isn’t feasible on the website in the same way. It increased in-app engagement and led to higher conversion rates because customers felt confident about their purchases.

5.3 Nike Run Club

Nike’s app doesn’t directly sell shoes. Instead, it focuses on runners’ needs – tracking runs, giving coaching tips, and creating community challenges. This builds loyalty, and when users think of buying new running shoes, Nike is naturally their first choice.

Chapter 6: Common Mistakes to Avoid When Developing Apps

Building an app isn’t just hiring a developer and publishing it on the App Store. Many apps fail due to:

• Poor user interface (UI): Clunky design pushes users away.
• Lack of updates: Apps that aren’t updated regularly stop working with new phone OS versions.
• Ignoring feedback: Reviews often reveal bugs or missing features.
• Overcomplicating features: Start with the core problem your app solves before adding ten extra options no one uses.

Final Reflections

At the end of the day, people want their lives to be easier. Businesses that help them achieve that win loyalty, repeat purchases, and positive word-of-mouth marketing.

Developing a mobile app is no longer just a ‘tech upgrade’. It’s a strategic decision. It lets you understand your customers better, serve them more personally, and remove barriers that stand between them and your products or services.

If your goal is to build meaningful engagement with your audience, an app is one of the smartest investments you can make today. The key is to build it with empathy – thinking deeply about how it fits into your customers’ daily lives, solves their problems, and makes them feel valued.

Because at its heart, engagement isn’t about technology. It’s about people.