In the complex world of mobile app development / Android, iOS, creating well-built and downloadable apps is quite an achievement, especially for independent developers. But after launching the app, goes on to garner lots of downloads and become a hugely successful app could feel like an insurmountable feat that only a few programmers have been able to achieve, as about 75 percent of apps are only downloaded once and abandoned on app stores even though mobile apps are time-consuming to create.
Worse off, the competition for the top spots in app stores is fierce as many apps owners employ complex marketing strategies to give their app a fighting chance (to get lots of download and, hopefully, have active usage). But this is impossible if some certain important strategies are not implemented. In other to do that, you need to know what the strategies are.
And listed and discussed below in the article are 4 must-know reasons why most apps fail on app stores.
- Improper market research
After the concept of the app is birthed, what comes next is extensive market research. This is a tedious and lengthy process to understand the current nature of the market. It is a much-needed step that will shot you to success after the mobile app development / Android, iOS process.
Market researched techniques covers techniques that are quantitative in nature (Secondary data analysis). And techniques that are qualitative in nature (Ethnography, in-depth interviews, and focus groups). Specifically speaking, you are gathering information about your;
- Industry and market environment
- The target audience – prospects and customers
- Market demographics – market size and trends, business regulations, sociographies, marketing channels, and marketing channels.
- Your competitors, especially major players in the industry, and so on.
At the end of your research, you should be able to identify your customer precisely and be able to evaluate their needs and the best ways to reach out to them through online marketing means.
- Inadequate mobile application testing
High-quality UX is now the norm of the day as many smartphone users today expect the apps in their phone to be more intuitive and spruced up with the relevant contents that are suitable to the users’ needs. A programmer cannot achieve this feat without adequate mobile app testing. In fact, mobile app testing is a crucial part of the mobile app development / Android, iOS efforts. That is why it is a huge mistake to exclude it from the process. That being said, mobile app testing is a complex process.
And there are different types of mobile app testing you need to know. Here are 6 types of mobile app testing that are integrated into the process.
- Usability testing
- Compatibility testing
- Performance testing
- Interruption testing
- Installation testing
- Security testing
As you can see, each type of testing listed above is done to test a specific function of the app. All of them must be carried out effectively.
- Poor user experience
Apps were meant to be used by humans. That is why good user experience (UX) is incredibly important. Nobody will use an app that it is a struggle to perform basic functions. Or it is difficult to figure out core functionalities. It cannot be emphasized enough that your app user interface should be build so it enables easy navigation time. To have a great user experience, you should fix these issues;
- Slow loading time
- Clumsy registration process
- Clunky, dysfunctional, dated or just bad user interface
- Crash issues
- And make sure you do not make users shout at the top of their lungs because your app is insufferable. That is why you need to consider it in your mobile app development / Android, iOS process
- Lack of proper personalization
Every successful app on the market has this in common – they are relevant, very useful and valuable. And the only way these apps were able to achieve this feat is by providing their users personalized experience. This will inevitably increase the app retention rate, enhances the experience and improve engagement. However, to effectively personalize your app, you need to do this:
- Customized onboarding experience
- In-app and push notifications
- Artificial intelligence
- In-app community
- Rewards and incentives (if you can afford it)
- Inefficient marketing campaigns
In other to build a successful app, you must learn to plan, execute, create and analyze successful marketing campaigns. The truth is, creating a well-built app is only one part of the problem. The other part is an effective marketing campaign (this is how important it is). Nobody will know that your app has been launched on app stores if there is no promotion except family, friends and some acquaintances.
That is why you need to run effective marketing campaigns to get the news to as many people as you possibly can. In other to do this, you need to do social media marketing, content marketing, SEO, email marketing, direct marketing, and run other types of advertising campaigns, especially through digital channels.
It is clear the rapidly increasing demand for better apps has caused a lot of interest in professional mobile app development / Android, iOS using the proper tools and expertise. But it takes more than that to build a successful app. In fact, there are a lot of things that needs to be put into consideration before you start the building process.
Also, it is crucial to get your online and offline marketing strategies on point too, among all the things discussed in this post. These will definitely increase the odds of your app succeeding when it is launched on app stores.
Elena Randall is a Content Creator Who works for Top Software Companies, provides a top 10 list of top software development companies within the world. She is passionate about reading and writing.