When you give your users a taste of your app before asking them to commit to it, will it actually encourage them to engage more meaningfully with your product? That’s precisely what you can test with Apple’s App Clips and Google’s Instant Apps. Here’s how the tech giants have sought to give businesses an additional way to attract users to their products.
Instant Apps in a Nutshell
Google first launched Instant Apps in 2017. According country email list to the company, the purpose was mainly to benefit businesses. The idea was that users could try out apps instantly without having to download them. That way, they would already be able to experience the product without committing to it, hopefully giving them more motivation to give it a try.
There were, of course, benefits to the user, too, such as the fact that they wouldn’t have to take up space on their devices if they weren’t interested after the trial run. For example, they could test out games, which would normally take up a decent amount of memory. Initially, though, Google presented the idea as one that was most advantageous to developers.
App Clips in a Nutshell
Apple launched its response to Instant guide to amazon advertising Apps in 2020 — App Clips. Like Instant Apps, these mini-apps allow users to get a taste of the app before fully committing to it and can be immediately used prior to installation. Also similar to Instant Apps, they are considerably smaller than full apps and have limited features.
But Apple marketed App Clips a little differently from how Google envisioned Instant Apps. As opposed to simply offering a sample of the app, App Clips can also function independently. For example, they allow users to do things quickly, such as scanning a QR code at a restaurant and immediately being able to access the menu via the browser on their device.
But App Clips do have the original sale leads purpose of Instant Apps along with this — helping users sample apps before they download them.
There are some limitations, however. For instance, App Clips can’t access user data, including that found in your messages, photos, contacts, other personal files, and apps on your device. They also can’t see your health data and additional private information.