An event app only creates value if attendees use it. Every barrier to entry lowers adoption: a download, an account to create, an access code, a phone update. The choice between a native app and a web app has a direct impact on your event.
Three impacts to consider
Adoption. A web app opens from a simple link, in the confirmation email or through a QR code. No app store, no storage space required. For an attendee who’s there for a single day, that’s often the difference between using the tool or not.
Connectivity. Convention centres can’t always guarantee a strong network, especially when hundreds of people connect at once. A native app can offer a better experience for engaged attendees who install it ahead of time.
Operations. For your team, what matters is that any program change shows up everywhere, immediately, whatever device the attendee uses.
The B2B/2GO approach: both, without compromise
Rather than forcing you to choose, B2B/2GO offers both access points from a single platform.
- The web app lets every attendee access the event from their browser, with no mandatory download.
- The native app remains available for those who prefer to install it. The web app even invites them to make the switch at the right moment.
The content is the same everywhere. You manage it once.
Everything attendees need, in one place
Whatever their access point, attendees find:
- a searchable, personalized program, updated in real time;
- pages for speakers, partners and activities;
- targeted notifications, including last-minute changes;
- the event’s documents and practical information;
- networking and matchmaking tools.
All within a consistent bilingual experience, where each attendee navigates in the language of their choice.
Questions to ask a vendor
- Do you offer push notifications
- How many steps separate the registration confirmation from first access to the app?
- Is a program change visible immediately on every device?
- What adoption rate do you see among your clients? [client proof]
This article is part of our series on the attendee journey. Read the main article: Choosing an event platform that supports the entire attendee journey.
