There is a staggering number of apps available for download out there. The Apple App store boasts 2.2 million apps, and Google Play Store has even more — a whopping 2.8 million. So how in the world can a new app break through this ocean of mobile apps available to users today? Well, there is a concoction of characteristics that successful apps must have, which can be difficult to pinpoint, analyse and dissect, however we can more easily look at what doesn't work, and what to do to avoid the biggest mistakes when developing a brand new app.
1. Not Enough Originality
There are so many apps in the market that there are bound to be great numbers of apps that are so similar to each other that users end up not being able to detect the value in using one of the other. If you are developing a new app it must be original enough to stand out in an oversaturated market, and clearly provide unique value for the user. Unsuccessful apps fail to solve a concrete problem for the user.
2. Choosing the Wrong Platform
Android vs. iOS are two platforms that appeal to different audiences and work in their own way to engage each set of users. Since user behaviour changes between operating system, doing proper research is fundamental in order to create the right strategy for your app. For example just by looking a the statistical data of each user group you can derive some key findings such as the affluence of iOS vs. Android users on average (iOS users tend to fall in a wealthier bracket and therefore your app’s monetization strategy would need to be tailored appropriately to this target).
3. Fumbling the Launch
Another major reason why so many apps fail is due to the Launch not going so well …
It is important to complete proper market research on the target user base, while also putting together a marketing plan and being able to rely on an affiliate marketing partner. In order to achieve and maintain a high installation rate it’s important to optimize the promotional efforts, nowadays companies are startging to use new and more advantaged technology that involves A.I. powered platforms and machine learning to accomplish this. It’s also important to really highlight the value proposition to your potential end users, make it clear what they will gain from using your app. Re-launching updated versions of the app is also something that needs to be kept into consideration as a regular/cyclical marketing effort.
A proper plan and strategy is a major aspect of any app launch. Investing in intelligent marketing is absolutely critical.
4. Bad Testing
Of course it’s normal for a newly-launched app to have some bugs here and there, however ignoring the fact that proper QA is necessary can prove costly. Ensuring no major issues exist that might lead to the app crashing or causing the user to have other annoying problems while using the app should be prioritized before a launch. This can make or break an app, with most users getting frustrated from crashes and ultimately leaving really bad reviews along with not returning to the app.
In today’s over-saturated market, you cannot afford to have these types of problems occur. Nip these performance issues in the bud and aim to provide the highest possible quality for your users. You only have one chance at making a good first impression.
5. Not Having a Monetization Plan
This is a big one, and it might also sound very obvious. Ultimately, your app needs to generate revenue, and a proper strategy needs to be implemented in order to ensure your making enough money which will feed back into improving and updating your app.
There are many strategies that can be employed, from the simple in-app ads, all the way to freemium-type monetization plans. In-app purchases could also be employed of course, and can be very lucrative if done right. At the end of the day, you must decide which strategy will work best for your app based on factors such as the platform, the type of app, and the target market.
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Don’t let these common mistakes get the best of you and your app launch plans. Focus on planning and strategizing thoroughly before you launch and you will have a much better chance at building a strong user base, and being successful in the market.
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