After months of hard work, you finally managed to launch your app in the market. Just like any other developer, you were hoping for a positive response from the consumers, but to your dismay, the app failed to make the anticipated impact on the users.
While it may seem like you are the only one who experienced failure – you are not alone. In fact, Gartner reports that only 1% of mobile apps are lucky enough to see financial success while 77% consumers uninstall an app within three days if they are not satisfied with it.
Sure enough, you must be trying hard to figure out why your supposedly outstanding app failed to create an impression on even a small section of the millions of smartphone users.
But it’s imperative to understand that a good idea is never enough to ensure the success of an app, and chances are you have made some simple mistakes that sealed the fate of your app well before its release in the market.
The good news is that there is still time to make amendments. Analyze these top five reasons listed below for app failure and start making changes to your strategy immediately:
1. Lack of marketing strategy
The App Store holds more than 2 million apps in its database. On the other hand, Android users can choose from over 2.8 million apps. With so much competition, what are the chances of people discovering your app and downloading it?
App marketing should never be an afterthought. In fact, it should be a fundamental part of your app development plan. When you sit down to draft your marketing plan, make sure you keep your target audience in mind. Even though word-of-mouth is the best way to market any new product, social media and paid advertising methods work equally well.
2. Dismissing users’ feedback
Is your idea different? Will it help consumers in any way? Does it have the capacity to solve any of the problems they are facing?
These questions should not only be asked during the development stage of your app but also afterwards.
Over the course of the years, you will realize that the problem you initially set out to solve has completely changed and now the audience is facing completely different challenges.
Take McDonald’s for example. It has been serving hamburgers for decades. But did you know that it finally gave in and started offering full day breakfast to its customers in 2015? While the need was apparent for many years, the fast-food chain took a long while to really listen to their customers.
If you find your app failing in the initial days or feel that the download rate starts decreasing after a few weeks – listen to your customer. Perhaps they now have new challenges and want you to solve them.
3. Ignoring platform requirements
Android, iOS and other mobile platforms have different interface guidelines. They operate differently and have buttons placed on different points. For example, iOS devices do not have a back button while some Android users are more comfortable with this specific feature. The navigation bars also differ slightly on both platforms.
When the app is in its design stage, make sure you are following the guidelines of all major platforms. A user will get frustrated if a specific app works perfectly on their iPad but not on their Android phone.
As we are all aware, in the fast-paced world of mobile apps, even the slightest unease with your product can take a toll on its life cycle and lead to its failure.
4. Lack of testing
According to a recent survey, customers find 44% of the defects in a mobile app. Additionally, software failure costs the U.S economy a loss of $59.5 billion each year.
Testing, for this reason, is an integral part of the app development process. The procedure not only eliminates bugs, defects, and other glitches from an app, but also ensures that it is easy to use.
Hence, an app that has not gone through quality assurance testing will undoubtedly be more vulnerable to crashes. And when the user faces difficulty with a particular app, chances are they will immediately uninstall it from their phone and maybe even leave a negative review regarding it.
5. No social mechanism
The right social mechanism within an app can increase interactions between users and attract new ones as well. For example, an in-app share button can allow users to invite friends to your app. You can also add a referral program that provides existing users with some benefits like level unlock when their recommended friend downloads your app.
With proper social mechanism, you can increase engagement of users with your app and enhance your app’s visibility leading to more downloads.
App creation is not an easy task. To survive in the competitive marketplace, one has to develop a plan that ensures not only short-term success but also long-term.