It is users who decide whether the app will be popular or not. Taking into account a recent study by market analyst website MarketWatch, 35 percent of mobile apps stay popular less than a minute. Another research by the same publication reveals that more than a half of the mobile users will never use an app again within the next 72 hours after installing.
Even a good app idea by a famous company can hit the bottom
Google developed Google Wave as a communication tool and an easy way to get rid of group emails. However, this app idea fell flat. The company’s name wasn’t enough for the app success.
The problem was that nobody understood what the app was all about. Therefore, Google Wave didn’t add real value to the customers. The app was hard to use and didn’t meet the requirements of the target audience. It took nearly six months for Google to understand that Google Wave was a total fiasco.
How to ensure the app success?
You can learn a lot from such stories. So, here are five big reasons why most of the apps fail.
Unsatisfactory market research
A great app idea is just words. An excellent app idea doesn’t always mean an awesome app. That’s why the decision to build an app should be data-driven. You should create an app that everyone wants and needs.
Check the market before developing an app. Of course, define what problems your future app is going to solve. It’s a good idea to analyze and try competing apps if there is any.
Another major point is your target audience. Research your potential users. Once you understand what your target user needs, you’ll be able to put forward your idea and develop a successful app.
Second-rate user experience
A smooth user experience depends on many components. First, your app should be user-friendly and easy to navigate. Users don’t have to browse the app for hours to understand its core functionalities and features. Poor usability can cause your app lose its popularity.
To add more, try to make a registration process as seamless as possible. Allowing to sign up using social network profiles can make a registration short and smooth. Another point to consider is the accessibility of the app features. It really matters.
Study the best UX practices to avoid the common mistakes that may cost you a lot. You have to know everything starting from tappable controls and swipe gestures for various app platforms.
Poor app experience
Your app should work flawlessly on all targeted platforms. You shouldn’t develop an app for only one device or operating system. Try to develop a flexible app for easy further adjustments.
You might face some problems if your app performs well on iOS, but act upon Android, you may lose the customers. This can even lead to the failure of the app in a particular segment.
Maximum app performance starts with an intuitive user interface. When designing the app, take into account the expectations of the potential users. The actions the users take while navigating the app should bear a kind of similarity to the platform or viable mobile apps.
Lack of testing
The QA testing is something that can’t be skipped. Did you know that the users find nearly a half of the app bugs?
It’s hardly possible to release a bug-free app. But this doesn’t mean that you shouldn’t try to launch such an app. Ensure that your app doesn’t have major problems that can spoil the first user impression.
That’s why you should test your app thoroughly prior to its launch. Only then you will ensure that it has no bugs that can ruin the user experience or cause the crash of the app. After such experience, not many users will give your app a second chance.
Improper monetisation strategy
You can mistakenly think that an app is about designing it, marketing it, getting more customers, and making a fortune. And right, this is much more than just developing and design.
If your app faces a marvelous design and marketing strategy, a smart monetisation strategy will come in handy. In a nutshell, a monetisation strategy can help you generate a fat profit.
There are some successful ways to monetise your app:
- Banner ads
- Interstitial ads
- Rewards ads
- Notification ads
- Native advertising
- Paid download
- In-app purchases
- Free apps
Successful monetisation is about planning. A proven technique can’t simply rely on a single monetisation form, but instead, implement several strategies at once. While there are different advertising options, it’s better to use from three to five monetisation methods.