Mobile apps have already penetrated every sphere of our lives and every imaginable business niche. Naturally, the appeal of mobile apps for its market potential cannot fade away anytime soon, at least until another great technology can replace mobile apps.
But surprisingly, only a handful of apps in every niche really become successful and only a handful of apps across all niches really make it a phenomenal success. So, what about the failure of other apps? What are the key factors responsible for the failure of millions of apps? Well, apart from the ill-conceived app idea and development and design flaws many apps simply fail because of their pre-launch and post-launch shortcomings.
Here we are going to explain some of the common mistakes that most apps make before and after the app launch.
- Inadequate Market Research
Since most of us spend a considerable portion of our daily time on mobile apps and since they have a plethora of options for every app niche, knowing their specific needs, priorities, preferences, and expectations become very crucial for app marketers. This is why every app must conduct elaborate market research before starting with an app project. Even while the app is ready for launch, you need to make a launch plan based upon the most suitable channels and marketing message for your target audience.
- Selecting A Wrong Platform
While both iOS and Android are popular app platforms, based upon your target audience, demands and other factors you sometimes need to give priority to one platform over the other. If you are not building a cross-platform app and want to concentrate on one platform at a time, choosing the right one among the two will be crucial. You should always go for the platform that can deliver you best impact and audience at the initial stage.
While Android is a great platform for maximum outreach, is an ideal platform for reaching out to a high-value audience. While for targeting users across the spectrum and device landscape Android can be a great platform, you can hire iPhone app developer when you want to target very focused and loyal iOS users. This is why some apps are more successful on iOS while there are tons of others who find moderate success on Android.
- Not Giving Importance to Beta Testing
Before your app is out from the development lab and at a time you still are waiting for some under-optimised areas that users can complain about, it is time for the app to go through beta testing. A beta testing version helps the developers evaluating an app in depth while always keeping options open to make the app better over time.
You have the option of inviting private beta users who can share their honest and unreserved opinions about your new app. You can also make use of sophisticated beta testing tools like TestFlight for streamlining and automating the beta testing process. Besides beta testing, an app should always successfully pass other tests like load testing, security testing, network testing, etc.
- Under-Optimised App Store Optimization
Just as you market content to enhance discoverability of your website on Google search engine, both iOS App Store and Android Play Store as the leading app marketplaces also allows you to boost the visibility of your app against related search terms or keywords. This, in the long run, ensures steady user acquisition growth, improved user retention, and business growth.
Like the search engine campaign, App Store Optimisation (ASO) involves using the most relevant and search-friendly keywords in the app description, app title, and app-related contents. It also involves generating organic backlinks, encouraging users to rate and review the app, etc.
- Missing On A Pre-Launch Campaign
A vast majority of the app marketers mainly concentrate on the post-launch app marketing techniques and measures while completely missing on the pre-launch campaign. This prevents the app to create buzz and hype just around the time when the app is launched. As and when you launch the app, already a considerable number of people should expectantly look forward to your app and this requires long-drawn marketing efforts leading up to the app launch event.
To create pre-launch buzz and hype about the app a mobile app development company has an array of marketing options like social media campaign, search engine ads, video ads, email campaigns, etc. Apart from online options, you can also reach out to the wider audience with traditional marketing options like outdoor ads, print ads, media ads, and promotional events.
- Not Giving to Customer Support Enough Focus
Just as a retail business in real life is remembered not just for its product offerings but also because of its services, support, and customer-friendliness, an app that offers a helpful customer support system for its valued users enjoy more traction and engagement than other apps. Great brands all over the globe enjoy appreciation and popularity because of their customer-friendly support and services.
- Not Updating the App
With the app launch, you basically start a journey involving several milestones and landmarks. You constantly need to improve the app across several parameters and on several grounds. From coming with updates that fix the earlier errors and bugs to update the app with value-added features to make design update to optimise the user interface and user experience, updates actually keep an app alive and kicking.
This is why it is utmost important to release app updates on a regular basis and address user concerns with the changes and value additions.
Finally, we must say that building a great mobile app and improving it on a continuous basis also requires a committed team of expert developers with great skill, expertise and years of experience in similar app projects. Ultimately, a great development team works as the backbone for the success of any mobile app.