@_EricElliott makes a strong case for choosing Web apps for your mobile users over deploying native apps through the app stores. We can add to this that AB testing Web apps (Elliott calls them progressive web apps) is easier with the tools we have. Many advanced tools don't yet support native applications.
However, responsive web designs aren't enough. You should still put the effort in to craft a mobile-centric web app, as if you were developing a native app.
My advice to my clients is to put as much (or more) effort into your images as you put into your copy on a web page. Here are some great tips on how to craft images that work with your copy to advance your value proposition.
This is a great place to start if you're not familiar with testing. This illustrated guide tackles the simplest to the most advanced testing methods without leaving beginners in the dust. Well done.
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