Apps are a booming market in the internet industry. With the easy portability of mobile devices and the penetration of the mobile internet, more and more people are engaging with apps than ever. Organizations are also tapping the app market in order to provide better services to their customers.
Apps may allow a significant Return on Investment, however care should be taken to prevent common pitfalls for the success of an app. There are a set of pre-launch and post-launch activities that need to be executed exhaustively. In this article, we will take a look at those in detail.
Pre-launch Mobile App mistakes to avoid
1. Undefined USP
An app is likely to be successful if it has some unique selling proposition. Just like with any venture, an app needs to provide a solution of a problem not solvable till yet which would help the users.
Emulating a popular app is unlikely to lure the users. There are a host of functionalities and services that are untapped in the app market and developers can aim to build a business model around them.
A business model canvas should offer a clear usp to its targeted audience. Most business owners make the fatal mistake of dabbling in a particular niche which is nearing saturation in app development.
A clear USP allows the consumers to distinguish your app from the others. Some of the best examples of great USP are travel apps that compare different hotel rates, e-commerce apps that send the best offers and provide automatic discounts on the latest products.
2. Clear defined business model
It isn’t enough to just introduce a solution to a problem. A clear revenue-model needs to be carved out which would not only hamper the user experience but will also scale up with the passage of time.
In-app advertising and monthly subscription are some of the common methods of business models. Both have their shares of pros and cons.
3. Staying abreast of the app store’s guidelines
App stores can reject your app if it does not stand up to the guidelines. The guidelines may vary from time to time. The app should be aligned with the guidelines such as accuracy, crash and failure, Watch Kit, Human Interface Kit, developer policy and other relevant parameters.
4. Neglecting thorough testing
Instant gratification has become prerequisite these days in all facets of life. App users are more impatient today than ever. According to a survey, app-crashing accounts for 70% of uninstallment.
Beta testing accounts of evaluating the load performance test, exploratory test, UI/ UX engagement, security issues, etc. An app passed with beta testing reveals whether it can deliver expected performance in the actual user environment.
Beta testing is like the soft launch of your mobile apps which evaluates the performance on a regular basis. Needless to say, beta testing is laborious and expensive which is why companies often neglect it prior to launch.
5. Choosing the right platform
Both Android and IOS hold the lionshare of mobile operating systems. App owners can choose a particular platform to introduce the app to the world. There are cost implications if you intend to go for both platforms. If you choose the right platform.
6. Lack-lustered marketing campaign
Pre-launch marketing creates a buzz around the product which gives it plenty of eyeballs. Strategic marketing helps to acquire consumers in an already crowded market. Making persuasive advertisement campaigns helps your app to get early adopters. If your app exceeds their benchmark expectations, good word of mouth and reviews on the various app stores boosts the downloads of your app.
With news emerging every now and then about data breach and leakage, customers are more conscious about the security aspect in every online activity. Needless to say, a secure app enables the trust of the consumer. Highlighting a robust-security system of your app is crucial today. Incorporating the security right from the initial stages of app development is cost-effective. Afterall, retention is usually less expensive than acquisition.
Post-Launch Mobile App mistakes to avoid
Now that the app has been launched, there are still plenty of operations to consider so that the targeted users embrace it.
1. Slow in eliminating bugs
Bugs are an inevitable aspect in every app development. In today’s world, consumers may not formulate a quick judgement about your app upon encountering the bug but they do expect a speedy redressal to the problem in the updates. Some of the common bugs include application crash, compatibility issue, memory leakage, network related issues, permission issues of camera, audio and video, and slow responses.
There are also other pressing concerns if bugs are not addressed at the earliest. When bugs are not fixed, they also camouflage other bugs. Plus, unfixed bugs also lead to a lot of duplicate effort. When all such issues are compounded, the app is likely to get negative reviews from the downloaders. Plus, the later the bug is addressed, the more costly its rectification measures.
2. Poor Customer Support
Queries should be answered with professionalism and within the socially-accepted time frame. A great customer support not only allows for speedy addressal of the problems but also provides a great user experience. A good customer support will do the needful to keep the users using the app while an excellent customer support bolsters not only retention but also onboards many evangelists in the form of word of mouth marketing. There is also data that says 84% of organizations reported an increased revenue by improving the customer service.
3. Inadequate Content Marketing
Buyers are hungry for content these days. According to Forbes, average daily digital content consumption is now almost seven hours. People are spending nearly 20% of their time consuming online content. Consistent production and delivering of content through blogs, forums, and social media platforms is crucial to increase the awareness of your app. The leads and conversions are valuable as they will be the building block of the sales funnel.
Content Marketing is highly cost-effective as there are an array of options to deliver the content such as Infographics, complimentary consultation on blogs, or a white board video. Another thing to be noted is that content creation can be two-way communication in advertisement as compared to conventional marketing which offers one-way communication.
4. Ignoring user reviews
The Internet has allowed for increased transparency in the form of online reviews. Enthusiastic adopters today don’t shy away from leaving constructive feedback.
It is imperative to not only note but also to respond to both positive and negative reviews. Replying with sincere acknowledgement is crucial in turning a harsh critic into a permanent app user.
Even Google has given their official stance on interacting with the reviews. According to the leading search engine, responding to the reviews helps in improving the local SEO. When app owners respond to reviews, they are not only building trust with the people but also with the playstore. Data suggests that nearly 88% of users trust online reviews as much as personal recommendations.
5. Not enough App Store Optimization
Just like Search Engine Optimization, apps can also be optimized so that they get more impressions and downloads for a particular keyword from the various app stores.
According to Forrester, 63% of Apps are found by searches made in the App Store. An app may outperform in functionalities in its niche, however, it needs to get relevant users quickly after the launch so that it is easily discoverable.
With the proper App store Optimization, you can significantly reduce the acquisition cost by focusing on organic growth through ASO. The process of localization in the ASO will help you to promote your app globally.
6. Lack-luster tracking of parameters
It is vital to track the user’s engagement, monthly visitors and other metrics such as ARPU, which would provide plenty of scope of timely improvements.
7. No updates
Releasing frequent updates gives the impression that the company emphasizes improvement. Even when there is no overhauling of bugs and other problems, even a tiny update ensures retention of the users. There are some bugs that only affect some users, or there is an API issue that needs immediate attention. Frequent updates also allow for free publicity in print media.
A clinical assessment of pre-launch and post-launch activities for the app needs to be done so that it can yield a profitable return on investment. If you are contemplating App Development, you would certainly benefit from strategic planning. Our team at AmpleWork will expedite your App Development to ensure that it offers a high value to the targeted demographic.